Building Media Momentum Without Breaking News

Hello 👋

A lot of early-stage biotech founders I work with think they need a significant news announcement to generate media coverage, such as a data milestone, fundraising goal or new partnership. While these events are more obvious triggers to reach out to journalists, or send out a press release, a drip-feed approach to media relations can build powerful visibility and credibility, even without breaking news.

Here's what I've learned about leveraging media relations effectively:

1. Consistency trumps one-off coverage
    

   Individual articles don't transform companies overnight. But consistent presence in industry publications builds cumulative authority. For example, for some of our clients we help maintain steady coverage throughout the year, securing an average of 2-3 industry interviews per month aiming for top-tier, influential publications, all without major news announcements. In time the CEOs or founders become respected opinion leaders and sources of comment for journalists, as well as being more top of mind with investors and customers.

2. Media coverage creates compound benefits
   

   Each piece of earned media works harder than people initially realise:

• Signals credibility to investors and partners

• Provides content for LinkedIn and other channels

• Opens doors to speaking opportunities

• Attracts additional media interest

• Creates valuable touchpoints with your network (investors, customers)

3. Relationships are the key differentiator 

   Strong journalist relationships, built over years, can create opportunities even when you don't have breaking news. This is where working with experienced PR & comms professionals can dramatically accelerate your visibility. The ability to pick up the phone and pitch in a client to provide commentary on a hot news topic is invaluable, like we did for Seekyo Therapeutics to provide CEO Oury Chetbourn’s perspective on Trump’s withdrawal from the WHO and potential impact on healthcare systems for Drug Discovery World.

CLIENT CASE STUDY: Here's how this approach recently transformed outcomes for one of our clients:

A cell and gene therapy company* came to us at the beginning of the year unable to secure key partnerships. Through targeted media relations, in just two months, we:

• Secured coverage in 9 industry publications including Genetic Engineering News and Mergermarkets

• Reached 1.8M+ industry readers including, investors and senior leaders

• Positioned their CEO alongside established biopharma leaders, as an opinion leader in CGT manufacturing

• Increased their partnership pipeline with new opportunities

The result: A previously disinterested partner reversed course and initiated collaboration discussions after seeing the company's consistent industry presence.

And this is just the start, the effect compounds over time as his authority and reputation builds and he’s seen by more and more people.

Remember: Trust and authority aren't built overnight, but strategic media relations can significantly accelerate the process.

If you'd like to discuss how we can help build your media presence, I'd love to talk. You can book a free Media Strategy Review here.

Warm regards,

Chris
Founder
Make Business Social
Strategic Communications | PR | LinkedIn

I help life sciences leaders cut through the noise, humanise their science, and secure the visibility and investment they need to scale innovation.

*I'm happy to share more details about this company and other success stories during our conversation.