Navigating Media Expectations for Emerging Life Science Companies

From a consulting perspective within the realm of public relations firms collaborating with emerging life science companies, aligning on media expectations can pose a significant challenge. Even with groundbreaking products, it is essential to understand that transforming public perceptions is not an immediate process. It involves strategic decision-making and a gradual, methodical approach to secure media attention. Fostering strong media connections, building a positive reputation, and consistently engaging with trade publications, can fuel your path to broader recognition from top-tier outlets.  

Leveraging Trade Publications for Health and Science Innovation  

Unless your story possesses a truly groundbreaking angle that resonates with a broad audience and is supported by patient testimonials, imagery, video content, and clear data, it’s unlikely to break into top-tier markets. However, this is where trade publications can make a significant impact. These outlets are closely attuned to the latest developments in your industry, keeping a watchful eye on key industry leaders and major scientific advancements. When a story gains traction within trade publications, it significantly enhances its chances of piquing the interest of national outlets. Reporters from trade publications are experts in your field, granting them an in-depth understanding of the technical intricacies. As a result, they can cover your industry news in greater detail than mainstream media, often serving as the initial “vetting” for national media.   

Trade publications, despite their niche focus, provide a wealth of valuable industry insights, spanning the latest industry news, case studies, research findings, educational surveys, statistics, special reports, and opinion pieces on emerging practices within the field. These publications also serve as a critical platform for discussing the implications of industry-related laws and regulations, allowing clients to offer commentary on relevant issues.   

Furthermore, many trade publications share their content through “controlled circulation,” disseminating free copies to qualified individuals and offices within the industry, making news more accessible and catering to niche audiences. 

Fostering Media Relationships: A Multifaceted Approach  

To cultivate relationships with the media, especially within trade publications, it’s important to employ a multifaceted strategy. Start by harnessing the power of social media. Instead of just “following” journalist and media sources, proactively participate in their online discussions Reshare relevant news through your client’s platforms, dive into their articles or posts and provide commentary when applicable. Monitor industry news daily as part of your PR responsibilities, and if a reporter covers topics related to your client’s work, connect with them. Express your interest and offer to set up an introductory call to discuss your client’s initiatives. While it may not promise instant media exposure, it represents a proactive move in establishing a connection. By nurturing a positive relationship with reporters over time, you can ensure your client remains top of mind, enhancing the prospects of future coverage.  

Seizing Media Opportunities  

During periods when organic earned media coverage is pending, clients can explore options such as byline articles. Bylines, written by subject-matter experts, serve as a powerful tool for establishing credibility, as they position the client as a thought leader. Media outlets value bylines from experts, as they contribute content without the need for extensive research by reporters.  

For individuals who are less inclined towards bylines, there are alternative options for gaining exposure in the realm of earned media, such as Q&A formats and podcasts. Podcasts allow clients to verbally promote their companies while presenting themselves as thought leaders in their respective industries. This format provides a glimpse into the client’s personality and a deep dive into their company’s background, serving as valuable practice for future interview situations. Many trade outlets now host podcasts, extending multiple chances for participation and inclusion.  

Enhancing Reputation and Attracting Top-Tier Media  

Ultimately, these strategic steps are essential in shaping your client’s media presence, and developing a reputation that has the potential to capture the interest of prominent media outlets. While immediate success in securing coverage in major publications may not be guaranteed, these efforts serve to enhance your client’s standing and credibility within their industry. It is imperative to recognize that media relations are an ongoing commitment and require dedication from both public relations professionals and their clients. In the ever-evolving world of media, persistence and strategic effort are the keys to long-term success.