International Council on Nanotechnology (ICON)

Case Study: Branding an International Association

Situation:

The International Council on Nanotechnology (ICON) is an international, multi-stakeholder organization made up of representatives from universities, government agencies, non-governmental organizations, and corporations that produce products using nanotechnology. Its mission is to develop and communicate information regarding potential environmental and health risks of nanotechnology – the branch of engineering that deals with things smaller than 100 nanometers (especially with the manipulation of individual molecules).

Goal:

To become the premier international go-to organization for credible information about the impact of nanotechnology on the environment, health and safety.

Strategy:

DoubleDimond conducted a communications audit, interviewing representative ICON members from all stakeholder groups, plus non-members from other influential agencies and prominent science media. They then developed a Strategic Communications Plan, including a planning phase with benchmarks and timelines.

Tactics:

  • Worked with ICON director and members to create a message for the organization, which was used in all subsequent news releases, media alerts, feature pitches and tipsheets.

  • Created and managed a list of targeted national and international science media who covered nanotechnology.

  • Arranged for ICON Director to meet with influential science writers during trips to New York and Washington, DC, to talk about ICON's mission.

  • Coordinated media coverage for media events, conferences and Congressional testimony by Executive Director.

  • Placed, wrote and edited targeted by-lined articles for science publications.

  • Interviewed ICON experts and wrote backgrounders on recently released studies.

  • Worked with in-house staff to keep ICON website updated.

    • Results:

    Within 18 months, ICON achieved its goal and its Director is regularly quoted in the news media about nanotech issues.

    MEDIA TRAINING

    Many people see the media interview as an opportunity to promote their organization...

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