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6. Recommendations ● Prioritize the things we have presented ● Science based media ○ Appeal to the innovation and science side of biotechnology ○ Generate excitement in the industry to learn more about the research ● Major broadcasting media ○ Make the science more relatable to the average American ■ Connect the dots ○ Include a more detailed backgrounder on the science of the story ■ Enables any reporter to feel more confident in writing the story ● Local media ○ Emphasize parts of the story that are relatable to the local reporter/ readers ○ Create strong focus on the work done with local politics, legislations etc ○ Follow legislators on twitter ● Utilizing Social Media ○ Create an image for BioForward ■ Publicize work that members are doing (research, discoveries etc.) ● Makes what BioForward does more visible and demonstrates their benefit to other possible clients ○ Make known current news about science/biotechnology field ○ Twitter accounts to follow: ● ● ● ● ● ●

@IAmBiotech @NatureBiotech @Biotechnology @biotechnology35

Social Media How-To Session for BioForward and its members Direct Mail Pieces - Money could be directed to other marketing expenses

7. Next Steps ● Prioritize the information presented ● Review and create additional press releases ● Clear creative concept with client ● Develop targeted media lists further ● Coordinate social media “how-to” session


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BIOtechNow ■ Blog site associated with BIO (Biotechnology Industry Organization) ● Celia Economides- Manager of Investor Relations & Business Development. she is responsible for all outreach to the investment community and for aiding emerging companies with business development practices ● Colleen Lerro- Colleen Lerro is a communications manager for BIO’s Industrial & Environmental and Food & Agriculture sections ● Jason Corum- Web Editor with the BIO ■ Institute of Biological Engineering ■ BiotechBlog- Yali Friedman, Ph.D., is the administrator for the BiotechBlog. He is chief editor of the Journal of Commercial Biotechnology and founder of thinkBiotech ● The Institute of Biological Engineering (IBE) was established to encourage inquiry and interest in biological engineering Council for Biotechnology Information ■ Provide information and updates on ag biotechnology ■ @agbiotech ■ http://www.whybiotech.com/?p=3535 Top 50 Biotech blogs: ■ http://phlebotomytechnicianprograms.org/2010/top-50-biotechblogs/

115 Facebook Likes 689 Tweets 259 Following on Twitter 430 Followers on Twitter 878 Members in BioForward LinkedIn Group 4 YouTube Channel subscribers


CBS News ○ (212) 975-4321 ○ Channel 3 ■ Rick Blum ■ 271-4321 The Wall Street Journal ○ Alan Murray, Executive Editor ■ a.murray@wsj.com ○ (212) 416-2000 ○ editor@usatoday.com USA Today ○ (800) 872-0001

Social Media/Bloggers ○ Nature News Magazine - @NatureNews ■ The latest science news and opinion from Nature Magazine. Winner of Best Twitter, Online Media Awards 2011, commended in 2012 and Shorty Award for science, 2012. ○ Tanya Lewis - @tanyalewis314 ■ Science Journalist for Science News ○ the Node - @the_Node ■ Community blog for and by developmental biologists. Covers news, meetings and research ■ http://thenode.biologists.com/ ○ R&D Budget Program - @AAAS_RDBudget ■ Official Twitter feed for the American Association for the Advancement of Science's R&D Budget and Policy Program ■ AAAS publishes the journal Science, as well as many scientific newsletters, books and reports, and spearheads programs that raise the bar of understanding for science worldwide ○ Sue Pearson - @Sue6Pearson ■ “Scoliotic writer with a bent for communicating great regenmed and biotech advances” ○ I Am Biotech - @IAmBiotech ■ Place where biotech professionals and enthusiasts can come together and discuss the promise of biotech ○ @Biotechnology- “All things biotech” ○ @Biotechnology35 ■ Deliver the latest Biotechnology news everyday ○ Nature Biotechnology - @NatureBiotech ■ Monthly journal covering the science and business of biotechnology ○ A blog from bioentrepreneur: http://blogs.nature.com/tradesecrets/ ○ PharmaTutor - Pharmacy Infopedia blog ■ Biotechnology articles: http://www.pharmatutor.org/taxonomy/term/2836


American Journal of Public Health ○ (202) 777-2469 ○ Nina Tristani, Director of Publications ■ nina.tristani@apha.org Newsweek ○ (212) 445-4000 ○ letters@newsweek.com Time Magazine ○ Editor: letters@time.com ○ Bryan Walsh, Science reporter ○ Madaleine Nash ■ Experience writing about technology and biotechnology topics ○ (212) 522-1212

Investor Media Relations ● CNN ○ News tips: (404) 827-1500 ○ Matt Dellinger, Health reporter ○ Elizabeth Landau, CNN Health writer/producer ● The New York Times ○ News tips: news-tips@nytimes.com ○ Andrew Pollack ■ Covers the business and science of biotechnology ○ Nicholas Kulish ■ Writes about science and biotechnology related topics ○ (212) 556-1234 ● Fox ○ America’s Newsroom ■ AmericasNewsroom@foxnews.com ○ FOX News Specials ■ Fncspecials@foxnews.com specific news shows ○ The Journal Editorial Report ■ JER@foxnews.com ○ General contact: (212) 301-3000 ● ABC Channel 27 ○ news.wkowtv.com ○ Assignment Desk ○ Newsroom: 608-273-2727 ● MSNBC ○ NBCNews.com ○ 212.664.3720 ○ mediainquiries@msnbc.com


5. Key target media Media Relations ● Wisconsin State Journal ○ Feature stories: features@madison.com ○ Ron Seely, science/environment reporter ■ 252-6131, rseely@madison.com ○ Judy Newman ■ (608) 252-6156, jdnewman@madison.com ■ Follows news and trends about the technology and biotechnology sectors in the Madison area. Has previously written about BioForward ● Journal Sentinel ○ Local news tip line: (414) 224-2318 ○ Mark Johnson ■ markjohnson@journalsentinel.com ○ Kathleen Gallagher ■ kgallagher@journalsentinel.com ■ Reported on biosciences industry growth ● The Associated Press ○ Madison Correspondents ■ (608) 255-3679 ○ Milwaukee Correspondents ■ (414) 225-3580 ● Carrie Anttfinger or Roger Schneider ○ Broadcast Television and Radio ■ (202) 641-9642 ● BioWorld ○ The Daily Biopharmaceutical news source ○ Copy releases to newsdesk@bioworld.com ■ Mari Serebrov covers key business and regulatory news related to the biopharmaceutical industry ● Mari.serebrov@bioworld.com ■ Anette Breindl covers presentations of early stage research ● annette.breindl@bioworld.com ■ Trista Morrison covers trends and analysis ● trista.morrison@bioworld.com ● FierceBiotech ○ Biotech news, biotechnology articles ○ Ryan Mcbride- can be reached via a website-embedded message ● Scientific American ○ press@nature.com ○ Declan Butler, Science/Biotechnology writer ○ Zoe Corbyn, Science/Biotechnology writer ● Sciencenews.org ○ editors@sciencenews.org


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Blogging ● News must be very objective, but a blog allows you to be more opinionated and more importantly - human. Bringing a human aspect to a news blog can effectively attract a non-scientific audience which helps to build awareness ● Blog posts can easily be shared via twitter, facebook etc. ● Blogging humanizes the company; it gives your company a voice and allows you to better connect with your consumers or target audience ○ Provides a way to answer consumer’s questions ○ Information provided builds credibility and trust ○ Establishes industry expertise ● Ideas can be expanded upon in a blog. For example, one can go from 140 characters on Twitter to a link for an article in a blog. A blog creates a home base and archive for information ■ Videos ● Can use YouTube or Facebook video platforms for free ● Aim for short videos on a certain topic: members you work with and what you do for them, current issue in your industry, helpful tips etc. ● Condenses a potentially long blog post into a short video ● Use of video also allows for a complex scientific topic to be explained in greater detail through the use of analogies or metaphors which can sometimes be difficult to understand in print ● Subscribe to the BIO Channel Write press releases to a specific media contacts Craft backgrounders with company descriptions, missions, objectives and “key players” Incorporate interactive tools to aid in telling the story/conveying complex science to average reader ○ Hyperlinks within text to definitions of complex words/science ○ Graphs, data charts Creating a discussion about what BioForward is doing or what their members are doing is very important


Use “hashtags” to connect with more people ○ Categorize Tweets with a keyword, phrase or known “hashtag” to help people following a certain subject find it.This also puts your tweets on the radar of journalists and other media people following those topics ● Become a news outlet ○ Find current news and trends relating to what you’re doing at Bioforward or what your members are interested in and become part of that conversation ○ Talk about what members are doing or retweet them and add the hashtag “BioForward” ■ ReTweeting tends to get more media attention ■ Good for the occasional press release or company updates LinkedIn ● Ability to network on a professional platform ● Engage in conversation and promote news about BioForward, its members, and industry news ● Research shows that many companies are on it Facebook ● Easy networking and communication tool ○ Posts are shared easily across other social media sites ○ Facebook dominates in the amount of shared items ● Facebook can provide instant customer engagement. It provides a platform to present multimedia information such as photos, video, latest updates, member spotlights and events. Therefore, customers are able to know the details of the company straight from the source. ○ Provide updates on what your members are doing and how it is shaping the biotechnology field ● Posting questions or surveys on Facebook provide fast feedback ● Provide links to twitter, blog, YouTube channel etc. for your audience to easily follow you on social media


3. Goals ● Create awareness ○ Create a brand image for BioForward and do a better job of communicating the science behind what has been accomplished and what is currently being researched ● Branding ○ BioForward’s Current Position Statement ■ BioForward is an organization through which its members grow through association and is one that will “make innovation happen” ○ BioForward’s New position ■ BioForward is on the leading edge of biotechnology advocacy, including strategic collaboration of legal and legislative policy lobbying, providing member resources and partnership building within the biotechnology industry ○ Growing association ○ Campaign outside Madison region ○ Demonstrate value added - not just a networking organization ● Convince businesses and investors why these new PR efforts are important ● Show investors the benefits of joining BioForward ● Connect the dots between research and people ● Communicates science to a larger audience ○ Eliminating “techno-talk” 4. Strategies ● Social Media ○ Allows conversation with clients and audience and humanizes the brand by building a relationship with followers. Creates a two-way conversation versus just broadcasting. ○ Connect with bloggers and social media personnel that understand the science covered and are very passionate about the topic. This adds validity outside the science world, allows you to find new markets and eliminates the fear of unknown science among a general audience. They also help you spread the word faster and to a wider audience. ■ Twitter ● Great for keeping on top of industry news or becoming part of industry conversations ● Break the story into chunks ○ Create a teaser and tweet out the story over a period of time. ○ This allows followers more of an opportunity to catch it, ReTweet it


BioForward Public Relations Plan 1. Overview: ● Create a brand image for BioForward that eliminates misconceptions and encourages new investors to join. In addition, improve communication about science, BioForward members and what is currently being done in the biotechnology industry. This will be accomplished by writing and sending press releases to a variety of news sources and using multiple social media platforms. ● ● ● ● ●

Who: BioForward, current clients What: BioForward is a biotechnology advocacy organization When: 2012-2013 Where: Madison, Wisconsin, Midwest Why: To raise awareness of BioForward to it’s target and secondary audience

2. Target Audience ●

Primary Audience: Research companies and investors to inform them of work BioForward members are doing and how they would benefit by working with them. ○ Start with a strong foothold locally – build credibility here first then branch out to regional and national news outlets ○ Highly respected writers in the science field to better communicate complex science and research to correct audience ○ News writers for science journals ■ Find writers with a history of writing on biotechnology topics ○ Associated Press ■ Utilize the wire service in order to branch story out to multiple news outlets Secondary Audience: Target media outlets to convey biotechnology and how it relates to the average person ○ Focus on the proven potential the biosciences field has accomplished so far ○ Broadcast News ■ Reach a broader audience ○ Online Media ○ Social Media ○ Make story more accessible and convenient for majority of readers to read


Public Relations  Plan    

Marcus Hasheider  |  Lauren  Unser  |  Sarah  Dreifke  |  Lesslie  Alonso  |  Abbey  Wethal                  

Public Relations Campaign  

PR Plan for BioForward

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