Situation Analysis
The Atomic Testing Museum (ATM) entrusted The Firm Public Relations & Marketing to handle its grand opening and introduce the institution to national and regional media, Las Vegas residents and visitors. The first museum of its kind in the nation, the ATM faced many challenges including the ability to draw large numbers of visitors. Most tourists in Las Vegas were looking for light and fun activities on the Strip where transportation wasn’t an issue. The ATM is located away from the Strip and includes controversial subject matter.

Execution
In addition to media outreach, The Firm worked with the ATM staff to get the word out through other local channels that could influence tourists, and agreed to deal with the museum’s subject matter head on.

• Assisted the ATM staff in implementing an educational campaign targeting Las Vegas concierge, cab drivers and tour groups.
• Scheduled meet-and-greets with key executives well before the opening to educate local media and public officials about the museum.
• Pitched targeted media, regardless of potential negative views on the museum’s subject matter, to visit the museum; encouraged discourse about the subject matter and welcomed all voices.
• Formulated talking points for executives, volunteers and all museum staff to use when speaking with the press or public.
• Worked with the ATM staff on a grand opening event that included inviting dignitaries from both sides of the nuclear debate.

Results
There was standing room only during the grand opening event and included attendees Senator Harry Reid, U.S. Representative Shelley Berkley, Las Vegas Mayor Oscar Goodman and Dr. Brent Glass, director of the Smithsonian National Museum of American History. More than 80 local and national media outlets covered the museum during the month the ATM opened. Notable outlets included: CNN, USA Today, WashingtonPost.com, New York Times, National Public Radio, ABC News, Via Magazine, Los Angeles Times, Christian Science Monitor, and Newsweek. The majority of the coverage was positive and on message. Museum representatives were thrilled with the results and retained The Firm for specific projects.