The birth of an endangered species baby animal such as a giant panda is a red-letter event for the entire world, but it must be handled very carefully for the sake of the
infant and its mother. In the case of Tai Shan, information was generously meted out to the media before anyone was allowed to meet the baby up-close-and-personal, even before he
was born, to make sure the public received all the details it wanted and photos for which it was hungry. The result was a groundswell of interest that drove zoo visitation numbers
sky high when the baby panda was finally revealed to his adoring public.
March, 2005. The start of the panda breeding season. An online press kit is created, with photos, backgrounders and fact sheets about the National Zoo's role in panda
conservation and the history of giant pandas at the Zoo. The site is updated regularly with press releases and photos. A news conference announces the insemination of the Zoo's
female panda. Mei.
July 9, 2005, 3:41 a.m. Tai Shan is born, and the office of public affairs at the Smithsonian's National Zoo kicks into high gear at 4:30 a.m. calling the media. News briefings
are held to update the media on the baby's status, and photos track his development and health exams. The office of public affairs sends out 23 news and photo/video releases
between his birth and his public debut, updating the media on "cub milestones" such as determining gender, development of his black and white markings, first vaccination, first
teeth, naming contest and public debut.
October. The cub's official naming ceremony is attended by national and international news outlets, although no one is yet allowed to see the youngster. The name, Tai Shan,
means "Peaceful Mountain" in Chinese.
November. The press gets its first look at Tai Shan at his "press preview," which included a news conference and timed viewing for journalists. The preview draws
representatives of 59 news outlets, with 120 journalists vying for the cub's attention.
December. Tai Shan's exhibit opens to the public, with a news conference and educational activities, generating national and international press attention.
July 9, 2006. Since last year, other cub firsts have been celebrated with media events; for instance, when Tai Shan turned one, he was celebrated with a new wading pool and
frozen fruit and vegetable treats, and press releases and photos kept the media informed.