Challenge
For nearly 60 years, the University of Chicago has managed Argonne National Laboratory for the Department of Energy (DOE). Yet for the first time, the contract was put up for bid and the University faced the prospect of life without Argonne. Proponents of privatizing the nation’s scientific laboratories maintained strong support in the administration and in Congress and were bolstered by the notable security lapses experienced at other labs, such as Los Alamos National Laboratory. The Illinois congressional delegation and Chicago-based media were not fully aware of the tangible benefits the University brought to the state from its management of the lab. In addition, Washington media and DOE officials had to understand why it was vital to retain university management over the country’s energy and research labs and not to put the nation’s scientific future in the hands of private corporations.

Our Work

• Ogilvy PR developed key messages, demonstrating the national need for university-based science and the tangible benefits that the University of Chicago conveyed to Illinois through its management of Argonne National Laboratory.
• We drafted a white paper and additional supporting materials that articulated messages for use with national and local media and supported federal advocacy efforts with partners at Ogilvy Government Relations.
• We worked with an economic development firm to craft an economic impact study that validated an economic benefits message.
• Ogilvy PR provided reputation risk and crisis communications counsel at key milestones during the re-bidding competition.
• We managed the lead-up to contract announcement to ensure that the University messages were properly positioned.

Results
Ogilvy PR generated article placement in a key Washington publication, Roll Call, which is closely monitored by target audiences. In addition, we secured front-page story in The Chicago Tribune, which positively shaped the media environment and triggered a favorable editorial just one week later in the same newspaper. Ogilvy PR worked to help minimize the impact from negative stories, which emerged throughout the re-bidding competition, by deploying third parties and key influencers in advance. The strong support from in-state research universities helped the University emerge as the only bidder for the Argonne contract without any private sector competition. As a result, the University was awarded the management contract