The San Diego Children’s Museum also greatly benefited from pro bono PR activity. In 1982 the board of directors of PRSA was approached by the organizing team for the Museum to see if help could be provided for the opening and launch of the museum in its newly-donated space in La Jolla Village Square Mall. Margo Mihalic and Michele Mueller, who worked for Knoth & Meads agency and were on the PRSA board of directors, offered to adopt the Children’s Museum as the board’s non-profit project for 1982/1983. The pair created the first press kit, press releases, fact sheets, media advisories, and then the first press conference at the new site, and was able to secure TV, radio and print coverage for both the grand opening and subsequent special events and programs. Donations of design and printing services were obtained to support the major museum fundraisers. The museum became the number one draw of the mall over the course of the next year, and PRSA continued to support it as a non-profit commitment. Michele subsequently joined the board of museum and served for almost ten years, wrapping up her board commitment with the “soft” opening of the new site in downtown San Diego in 1993.
After nearly ten years in the downtown warehouse space, the doors were closed in 2002 to break ground for a new building at the same site. The Museum had\s been operating “without walls”, providing community outreach activities. The New Children’s Museum celebrated the opening of its new home located in downtown San Diego’s Marina District with a free, community block party on May 4, 2008, building on the PR support that made it all happen.