PUBLIC RELATIONS HOLDSWORTH ASSOCIATES

Generating media interest with investment stories

When generating media interest in investment stories adding human interest can make them  relevant to key audiences.

Objective:

Cambridge Innovation Capital, was to announce a £1million investment in the start-up company Congenic, a spinout from  the Wellcome Trust Sanger Institute. Congenica, has developed a definitive diagnostic engine, which provides new insights into rare genetic disorders. Although not a treatment, it would allow patients and their families to be better informed about their conditions and pave the development for improved therapies.

Both CIC and Congenica required coverage of the announcement to support  their respective aims

Strategy:

The technology being developed by Congenica was complex and the funding amount, although substantial for Cambridge, was not significant for city papers.  The strategy therefore focussed on the human impact of the investment and what it would mean to families to gain a diagnosis and hence a prognosis.

Holdsworth Associates sourced patient case-studies and quotes from patient support groups and experts to build a story.

This approach gained coverage in wide range of media and enabled journalists from different disciplines to understand the potential of the technology.

Working closely with key journalists ensured that the story was covered sensitively and all the key messages were communicated effectively.

Congenica media coverage

 

Outcomes:

  • BBC Look East report comprising recorded segment and a live interview with Dr Tom Weaver; the recorded piece was also available to view online as part of their Health News story (available here as of January 2015).
  • Interview with Tom Weaver broadcast on BBC Radio Cambridgeshire.
  • Interview with Al Jazeera to gain international coverage.
  • Extensive coverage throughout major online news sites, including Daily Mail Online and ITV News, and on over 100 regional news sites.
  • Print newspaper coverage across the country, including Eastern Daily Press, Wolverhampton Express, and front page on Business Weekly.
©2015 Holdsworth Associates