Newsletter to offer media aid for biotech companies

FORT WAYNE, IN: An Indiana PR and marketing agency has launched a newsletter designed to help the life sciences industry better respond to concerns about biotech foods - not to mention raise its attractiveness to potential clients in the hot biotech sector.

FORT WAYNE, IN: An Indiana PR and marketing agency has launched a newsletter designed to help the life sciences industry better respond to concerns about biotech foods - not to mention raise its attractiveness to potential clients in the hot biotech sector.

FORT WAYNE, IN: An Indiana PR and marketing agency has launched a

newsletter designed to help the life sciences industry better respond to

concerns about biotech foods - not to mention raise its attractiveness

to potential clients in the hot biotech sector.



Bottom Line Marketing plans to publish its first Life Science News

Digest & PR Solutions newsletter this month. According to agency founder

Steve Cebalt, the publication will contain abstracts for articles that

Bottom Line is willing to write (at a cost of dollars 340 per 300-word

page) for life sciences companies. It will be sent to about 650

companies that have either requested it or that Cebalt has targeted for

distribution.



’Perhaps to some degree we’re giving away ideas,’ Cebalt said. But he

thinks the newsletter will be more than worth the effort if companies

that like the articles decide to use his firm for other projects.

Cebalt, who is hoping to ’overcome consumer resistance (to biotech

products) before it gets a foothold in the US market,’ is planning to

include articles that are broad-based and address consumer issues.



Cebalt is quick to note that the stories will be custom-written and

authoritative.



’It’s not canned copy,’ he promised, noting that interested companies

will be asked to furnish names of experts they would like to see

contacted for the stories. Cebalt expects most articles to be used as

part of PR efforts on company Web sites.



Bottom Line is also launching the PR Reporter Referral Network, a

service through which the firm will match reporter inquiries generated

by sources (such as ProfNet) with specific clients, screen requests for

companies and direct reporters to appropriate sources. The service can

be used by any company that has been a Bottom Line client for at least

12 months.



Bottom Line boasts five employees and about 10 major accounts. The firm

also does local marketing and survey projects.



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