CAMPAIGN: Public Service - Myriad defines its role in WTC efforts

Client: Myriad Genetics (Salt Lake City)

PR Team: Noonan/Russo Communications (New York)

Campaign: DNA testing for victims of World Trade Center attack

Time Frame: September 11 - ongoing

Budget: Part of normal PR budget



After it became apparent that no more survivors would be found in the

wreckage of what was once the World Trade Center (WTC), the New York

State medical examiner's office contacted Myriad Genetics. The

biopharmaceutical corporation, based in Salt Lake City, had previously

worked with the New York State Police Department on a number of unsolved

crimes, as Myriad can analyze human hair and skin samples to find the

identity of a person's remains.



While he was at home with his wife, Ernie Knewitz, a VP at Noonan/

Russo, watched TV with surprise as the medical examiner's office

announced that Myriad would be analyzing the DNA from body parts of the

WTC victims.



Knewitz, who had represented Myriad for three years, called Bill

Hockett, Myriad's spokesperson, to devise a plan to convey to the press

what the company was going to do, why, and what its message would

be.



Strategy



Myriad wanted it made clear from the outset that it wasn't looking for

free publicity, but was only doing its part for the recovery effort.

Myriad also wanted it known that it wasn't profiting from the work, as

it was performing the tests for free.



As the medical examiner's office took to the airwaves and asked those

who had lost someone in the attack to come forward with DNA samples from

old hairbrushes or toothbrushes, Myriad was being inundated with phone

calls from a curious press that was looking to it at as a source to

explain DNA testing to the public.



Tactics



To discuss the best way to implement and explain what it was doing, the

company held a conference call with Noonan/Russo to discuss messaging

and make sure that the scientists, spokespeople, and CEO were all on the

same wavelength.



One of the main points that Myriad wanted to communicate was that DNA

testing isn't an immediate process. The company didn't want people to

think that the tests could be taken and results found in an hour. In

some cases, the tests take up to several weeks. To emphasize the point,

Myriad brought its lead scientists to the forefront to explain in clear,

concise language how the tests work, the difficulties that the group

faced, and how soon results could be expected.



As the scientists taught an eager public about DNA testing, Noonan/Russo

was prepping reporters for their interviews with Myriad. Noonan/Russo

provided background information on Myriad, as well as the basics of DNA

testing to make sure that the media understood the role the company was

playing in the crisis.



Another focus for the company was making sure that the public understood

that DNA analysis was not its core business, but that Myriad develops

gene-based pharmaceuticals.



"We wanted to keep the corporate positioning straight, and have the

internal resources to manage this product, while not losing focus on the

core area of developing drugs," says Knewitz.



Results



On October 11, Myriad unveiled new research on an HIV project that it

was working on. Bloomberg and CNBC both picked up the piece. "It showed

that Myriad was continuing with its main business while still being able

to fully handle what's happening in New York," Knewitz says.



Myriad was also the subject of stories in The Wall Street Journal, NBC

News, the AP, and two separate pieces in The New York Times (one of

which was a company profile).



Future



The campaign will continue to run as long as rescue workers are still

finding bodies at Ground Zero, and the task to rebuild lower Manhattan

commences.



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