No News?
Positioning the Expert: The CEO
A development phase stem cell company was a long way from beginning clinical trials. Scientific publications came out, and we created a campaign around them (see case study: Making The Science Shine), but opportunities for getting the company in the news was thin.
Results:
Increased visibility of the company prior to any actual news, setting it up for key news announcements and creating greater awareness of its technology, CEO and respected industry position.
How We Did It:
We created
a three-tiered campaign to raise awareness of the CEO as an expert for
industry comment, among:
- industry reporters
- financial reporters
- political
reporters
We also targetted media outlets types across the spectrum, from
investor publications, to general business news to trade outlets.
Coverage resulted in the CEO being quoted in
- The Wall
Street Journal industry news
- The Wall
Street Journal, Health section
- Financial
news outlet, CNN/Money.com
- Associated
Press,
on the political climate for stem cells (where he was the only
industry voice quoted) - And trade
outlets,
Genetic Engineering News and Sci/BX, on industry news. 
In each
case, the quote was accompanied by an overview of the company and their
clinical trial program (which was yet to begin).