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Strategy First, Headlines Second: Credibility Mechanism Explained
Preclinical data looks promising. A partnership gets signed. A financial milestone lands. And almost immediately, the instinct kicks in: we need visibility, and we need it now. It’s one of the most common hiccups I see in emerging biotechs — chasing headlines before the media strategy is even defined. In life sciences and other regulated…
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How I help organisations tell compelling life sciences stories
Life sciences organisations rarely have a shortage of things to say. There’s new data, new technology, clinical progress, research findings, funding milestones, partnerships, expert voices — often all at once. The challenge is knowing what matters, what should lead the story, and what action you want it to drive. Complex science has to pass through…
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What the Cision 2026 State of the Media Report means for life sciences PR
The 2026 Cision State of the Media Report is a reality check for anyone working in PR and communications — and a clear confirmation of what many of us already experience on the ground. Earned media has become harder to secure, slower to build, and far more dependent on precision than reach. Based on nearly…
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Earned media is more than press coverage
One thing I often explain to clients is that earned media is about matching their story to the right platform and format. A biotech startup announcing a manufacturing partnership might belong in GEN or BioProcess International. A founder with a sharp perspective on regulatory bottlenecks might build more authority through a conference keynote or an…
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Why no honest PR consultant will guarantee you earned media
If a PR consultant promises earned media placements, scrutinize them carefully. Anyone making that guarantee is selling a fantasy. Media pitching success rates sit under 5%. A journalist might love your story and still skip it because the editor pivots to something else. They might be interested in your founder yet miss your timeline because…
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How thought leadership impacts life sciences organizations in a way marketing campaigns never will
In September 2020, as governments poured billions into COVID-19 vaccine development, Pfizer CEO Albert Bourla made a decision that baffled the industry. He turned down roughly $1.5 billion in R&D funding from Operation Warp Speed and invested Pfizer’s own money instead. His reasoning, shared publicly, was simple. He wanted to free Pfizer’s scientists from the…
