We planned and executed a publicity program for the introduction of an important technology project from 3M Company, designed to reduce the threat of brownouts and blackouts on the nation's power grid. The product known as the Advanced Conductor Composite Reinforced (ACCR), is an overhead cable that resists heat sag and can carry at least twice the amount of electricity of conventional cables of similar size. The ACCR was featured in a large Wall Street Journal article and has received extensive coverage in utility and engineering publications.