Tuesday, October 08, 2013
How do you publicize an institution where the brightest minds work in mathematical realms beyond a layperson's comprehension? That is the challenge of the Institute for Advanced Study in Princeton, NJ. The Institute is still best known as Albert Einstein's final place of work, but that was decades ago. Its scientists continue to labor in abstract ideas beyond the grasp of educated laypersons. The Institute takes the long view of the theorizing its members do, but that is in conflict with a world that wants progress now. So, how should it explain what its fellows think about all day? Interesting challenge, isn't it? The Institute is not alone with this knotty problem. There are many businesses and organizations that have trouble making themselves comprehensible. The skill and creativity of the PR practitioner is to find something, anything to tell the story. And, maybe the story is that it can't be told.