From news-jacking stories about robots, to working with Silicon Valley companies and promoting new tests for human and animal health, here’s an insight into our PR work week.
Cambridge Innovation Capital, was to announce a £1million investment in the start-up company Congenica, a spinout from the Wellcome Trust Sanger Institute. Congenica, has developed a diagnostic engine for Whole Genome Analysis, 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
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.