CHALLENGE

Since the Defense Advanced Research Projects Agency (DARPA) began their autonomous robotic ground vehicle competition, the program has attracted the attention of participants, followers, organizers and the media. A key factor in gaining awareness and engaging participants has been a sustained, proactive public relations campaign. To help manage and promote its Urban Challenge, DARPA needed a strong team to execute their public relations campaign.

STRATEGIC APPROACH

Stratacomm was the key leader in developing and supporting the Urban Challenge public relations strategy, overseeing all aspects of media operations before and during each of the three competitions. Working as part of a team of several hundred event organizers and on-site staff, Stratacomm developed and supported an ongoing public relations campaign throughout the life of the competition. Campaign elements included:

• Message platform with key messages and proof points for five primary themes on the Urban Challenge—saving lives, new community, unique business model, technological advances, and new judging criteria;
• Crisis management plan and contingency messages and procedures;
• Regularly updated media list with over 800 reporters, producers, editors, and other contacts;
• News releases covering program announcements and milestones;
• Weekly news monitoring reports sent to leadership at DARPA and teams;
• Monthly conference calls with team representatives to provide guidance on promoting their participation;
• Media coverage guidelines and schedule of events to help reporters determine how to cover the event;
• Ongoing responses to inquiries from members of the media and team leaders;
• Advance and on-site interviews by authorized DARPA spokespeople;
• Pre-registration and badge handout for on-site media corps, press kits and other informational handouts, and a fully-staffed and equipped on-site media tent;
• Press briefings/media availabilities on opening day of the National Qualification Event, selection of the finalists and announcement of winners;
• Satellite feeds and handout tapes for TV newscasts and documentary producers;
• Closing ceremony and check presentation photo-up; and
• Media report with compilation of coverage and reader, listener and viewer impressions.

RESULTS

Outreach surrounding the Urban Challenge generated media coverage on the national and international level from major outlets including: ARD German Television, ABC News, Associated Press, BBC, CBS affiliate feed, CNBC, CNN, Car & Driver, Discovery Science Channel, Fox News Channel, Los Angeles Times, Motor Trend, MSNBC, NBC affiliate feed, NPR Marketplace, New York Times, Popular Mechanics, Popular Science, Reuters, Scientific American, Swiss TV, The Economist, The Washington Post, Wired News, and ZDF German Television.

The Urban Challenge also made headlines on websites and at the local print and broadcast level. Moreover, DARPA was able to attract some of the country’s brightest minds and accelerate the development of autonomous robotic ground vehicle technology, and ultimately reach their goal of developing a technology that will someday save the lives of American men and women in uniform on the battlefield.