Given the importance of the media in 21st-century western liberal democracies, planning actors that seek media attention may do so for multiple ends, such as to dampen controversy and increase their status as "stars" in their professions through media branding. We develop a case study of the Woodrow Wilson Bridge project, along with expert interviews with public relations specialists, journalists, editors, producers, and scientists. We find that development professionals, including scientists, adopted mediatized behaviors, such as filming themselves, while working so that audiences might witness experts’ actions and successes. The stories and ideas that reached broad audiences concerned experts’ stories rather than those of a broad array of stakeholders.