How to… make your science news stand out
Imagine this…
You're a journalist covering biotech or medtech. Your email inbox is overflowing from a relentless torrent of press releases and pitches. Fingers poised over the delete key, you scan subject lines and opening sentences looking for something newsworthy.
No. No. No. Delete. Delete. Delete.
What makes you pause? What sparks your curiosity amidst the sea of sameness?
In the world of life-science PR, it's not enough to have groundbreaking research; you need a story that grips. A narrative that not only informs but also intrigues.
Because, let's face it: cookie-cutter press releases and media pitches go nowhere. They blend into the background noise, easily dismissed with a click.
So how do you break through the clutter and make your science news sing? How do you transform a potentially dry research announcement into a captivating email that journalists actually open?
It’s where the art of storytelling comes into play.
A collaborative approach: from lab bench to headline
CureLab Oncology CEO Dr. Alexander Shneider
Let me share a recent case study that illustrates how I helped CureLab Oncology craft a press release that caught the attention of journalists and garnered significant coverage in top-tier publications. It's a story about unexpected discoveries and the power of collaboration.
CureLab Oncology is a clinical-stage biotech startup developing anti-cancer biologic drugs that wanted to announce groundbreaking research findings resulting from a partnership with the University of Camerino in Italy. The research revealed an unexpected mechanism of action for CureLab’s lead drug, Elenagen. But, the research paper was a dry read and very technical. How could we convey the significance of the discovery to a broader audience?
I sat down with CureLab Oncology's CEO, Dr. Alexander Shneider, to brainstorm ways we might identify and highlight the most compelling aspects of the scientific process and findings. We decided to announce the research findings in a press release. We also decided that we’d avoid a classic just-the-facts release and instead write the news release as more of a feature story.
But, what about the story itself? Dr. Shneider will often say that science sometimes surprises you — keep an open mind so you’re receptive to unpredictable outcomes.
We focused on a crucial finding of the study: Elenagen’s indirect healing mechanism. The science team had stumbled upon an interesting observation: Elenagen didn’t always directly heal damaged cells but rather acted as a catalyst, triggering other cells to release healing signals — something the team referred to as “healing by proxy.”
What might this mean for the human impact of Elenagen? We recognized the importance of resonating with a broader audience beyond the scientific community. By emphasizing the potential of this discovery to treat not only cancer but also age- and inflammation-related diseases, we made the story relevant and engaging to a wider readership.
Lastly, we wanted to communicate the “underdog” aspect — that CureLab Oncology, as a small startup challenging established norms, represented a compelling underdog story. We therefore emphasized the team’s innovative spirit and determination in the press release, adding a layer of drama and intrigue to pique the curiosity of journalists.
Rather than a traditional newswire, we published it on EurekAlert, where many scientific discoveries are announced.
Developing the media pitch
To ensure the story resonated with journalists, I developed a media pitch that provided a narrative bridge to the press release by explaining how Elenagen works in without going deep into the science. It highlighted the "healing by proxy" angle, the potential impact on human health, and CureLab Oncology's innovative approach. This pitch was targeted at a set of journalists who I felt sure would likely find the story appealing.
The results: media coverage across key categories
This collaborative approach between ZingPR and CureLab Oncology yielded a captivating press release that garnered significant media attention in scientific and oncology publications. By focusing on a compelling narrative, highlighting the human impact, and showcasing the scientists' dedication, we transformed a dry scientific announcement into a newsworthy story that resonated with a broad audience.
Key takeaways: your science PR playbook
Collaboration is key: I work closely with my clients to understand their research and vision — this is essential for crafting an effective narrative.
Focus on the "Why": Beyond the "what" — emphasize why the research matters and its potential impact on people's lives.
What’s the best angle? Every scientific breakthrough has a unique story. Identify the most compelling angle to hook readers and journalists.
Tailor your pitch to your audience: develop a targeted media pitch that highlights the most newsworthy aspects of the story.
Let ZingPR tell your science story
In summary, these media stories represent a significant win for CureLab Oncology, solidifying its position as an innovator in the biotech space and generating substantial interest in its groundbreaking research. The diverse coverage across different platforms has maximized the reach and impact of the press release, ultimately contributing to the company’s growth and success.
Ready to make your science news sing? Contact ZingPR today and let us help you craft a story that captivates.
