Global Media Strategy
Securing 25+ Global Placements: Differentiating a Mission-Critical Partner
The Challenge
During NASA's OSIRIS-REx capsule recovery, Dugway Proving Ground (DPG) was the designated landing site. The challenge was two-fold:
Differentiate: Ensure DPG wasn't seen as merely a logistical backdrop, but as the essential, high-tech military partner whose secure expertise made the mission possible.
Control: Manage massive, global media interest while adhering to strict Department of Defense and NASA security protocols.
The Strategy
My strategy focused on positioning DPG as the secure "delivery mechanism" for the sample, a vital counterpoint to NASA's scientific narrative. The plan was built on controlled transparency and proactive engagement to establish DPG's unique value.
The Execution
Proactive Media Engagement: I planned and executed the first media day held at DPG in over a decade to build initial trust and showcase technical capabilities.
Narrative Control: I personally led cross-agency coordination, drafting and securing approval for all press releases, Q&As, and media statements to ensure DPG's strategic role was prioritized alongside NASA's messaging.
Executive Counsel: Prepared and coached senior leadership for all public briefings and interviews to ensure the delivery of a unified, differentiated message to the global press corps.
The Impact
Global Awareness: Achieved over 1 billion impressions worldwide.
Strategic Differentiation: Secured 25+ global earned media placements (e.g., major international news agencies) that specifically highlighted DPG's critical military and technical contribution.
Reputation Management: Elevated the base's reputation from a "shrouded desert location" to a secure, strategic national asset.