Tag Archives | Media relations

Promoting the Cambridge Phenomenon

Brief and Objectives

In their latest book about the ‘The Cambridge Phenomenon’. Charles Cotton and Kate Kirk wanted to stress the international impact of Cambridge ideas. Holdsworth Associates was asked to create a story to attract media coverage and add value to the event.

Strategy

The concept of the Cambridge Phenomenon’ has been discussed at length and frequently the city is criticised for creating ideas not businesses.  This view is outdated, so HA proposed to use a photograph of the new Cambridge skyline of cranes, to create an alternative image for the city.  We also invited spokespeople who have set up successful international businesses, or been the reason for multinational companies setting up R&D facilities in the cluster, to speak to the media at the launch.

Tech companies with different types of  international impact were sourced and  interviewed to gain case-studies. They were also  invited to bring demonstrations to the launch event to create filming opportunities for broadcast media and interest for attendees and journalists.

Business, finance and technology publications were targeted, alongside local and national outlets.

Implementation 

We developed stories with William Tunstall-Pedoe; the man behind Amazon Echo’s ‘Alexa’ software, Sebastian Manhart of Simprints, Professor Andrea Ferrari of the Cambridge Graphene Centre and Professor Chris Lowe of the University of Cambridge.

We commissioned a photograph of the new Cambridge Skyline to demonstrate visually the ‘new Cambridge’.

Content was produced on each of these contributors, with diverse press releases. Holdsworth Associates kept in contact with these organisations as the process unfolded, providing details of the event and organisation for the demonstration desks, wireless access etc.

The Cambridge Phenomenon - Global Impact book launch
Cambridge Phenomenon Global Impact book launch and media relations

 

Outcomes 

The launch of the ‘Cambridge Phenomenon’ gained strong coverage in the national, broadcast and online media.

Selected coverage

  • The Times
  • BBC News
  • Cambridge TV
  • Science|Business
  • Engineering & Technology magazine
  • Business Weekly

Participating companies also benefited from wider coverage and gained stories for their websites and content for Twitter and social media outreach.

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Start-up reaches international audience with media relations

Early stage company True Knowledge wanted to drive traffic to its new internet answer-engine, which uses Artificial Intelligence to directly answer the world’s online questions. It particularly wanted to reach the US media so with a tight budget a creative approach to media relations was required.

Strategy

We brainstormed with the client and together created a story that illustrated how the technology worked.  ‘What’s the most boring day in history?’ succeeded in grabbing the media’s attention securing coverage around the world.

Results included

  • Quarter page or more stories in five national papers
  • National broadcast coverage including ‘Have I Got News for You’
  • Radio interviews with the client on Radio 5 Live and BBC Look East
  • Page 3 coverage in the Sun ‘News in Briefs’ section
  • More than 300 online mentions identified in 10 days
  • US coverage in Time, US Trend News and American Banking and Market News, and was blogged about by the LA Times
  • Discussions of the release in 10 languages
  • International technology blogs and websites ensured it reached a global audience
  • Traffic to the website and interaction with the search engine
The most boring day of the 20th century

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Generating media interest with investment stories

Generating media interest with investment stories - CIC Congenica

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 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

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.

Outcomes

  • Extensive coverage on major online news sites, including Daily Mail Online and ITV News, and on over 100 regional news sites.
  • Regional print coverage across the country, including Eastern Daily Press and front page on Business Weekly.
  • 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 April 2017).
  • Interview with Tom Weaver broadcast on BBC Radio Cambridgeshire.
  • Interview with Al Jazeera to gain international coverage.

Some of the publications in which coverage was achieved included:

  • The Journal of Precision Medicine
  • Personalised Medicine
  • Drug Discovery World
  • Drug Target Review
  • Engineering and Technology Magazine
  • Labmate UK
  • Laboratory News
  • Manufacturing Chemist
  • Financial Times
  • Fortune
  • Scrip Intelligence
  • The Guardian
  • The Herald
  • The Telegraph
  • The Times
  • Angel News
  • Belfast Telegraph
  • Bio IT World
  • BioSpace
  • Business Weekly
  • Cabume
  • Cambridge Independent
  • genomeweb
  • Labiotech
  • News Medical
  • One Nucleus
  • pharmaphorum
  • Pharmafile
  • Pharmiweb
  • Science Business
  • UK BioIndustry Association
  • Yahoo Finance
  • Muscular Dystrophy News
  • Nature
  • BBC Look East
  • BBC North West Tonight
  • BBC Radio 4
  • BBC Radio Cambs
  • Innovate UK
  • ITV News
  • Cambridge News
  • Cambridge TV
  • City AM
  • Clinical Lab Products
  • Closing Circle
  • Computer Weekly
  • Digital Health
  • Eastern Daily Press
  • Heart FM
  • Fierce Biotech IT / Fierce Diagnostics
  • Front Line Genomics
  • Metro
  • MSN UK
  • PE Hub
  • Pharmafocus
  • PharmaTimes
  • unquote
  • BioPortfolio
  • Biotech and Money
  • Digital Media Net
  • Driven by Health with Care
  • Expert Review of Precision Medicine and Drug Development
  • Innovation Nexus
  • insider media
  • Iowa Science Interface

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