Biotech industry turns to PR for awareness campaign

WASHINGTON, DC: The biotech industry, not known for its marketing or PR savvy, is in the throes of launching a six-week PR campaign designed to educate the public about what it has to offer.

WASHINGTON, DC: The biotech industry, not known for its marketing or PR savvy, is in the throes of launching a six-week PR campaign designed to educate the public about what it has to offer.

WASHINGTON, DC: The biotech industry, not known for its marketing

or PR savvy, is in the throes of launching a six-week PR campaign

designed to educate the public about what it has to offer.



Geared toward Washington policymakers, the effort is being led by

Edelman and its research arm StrategyOne.



While the campaign’s pricetag was rumored to be in the range of dollars

500,000, Biotechnology Industry Organization VP of communications Dan

Eramian said that the figure is substantially less.



The mantra of the public education campaign, which also includes

advertising and a toll-free number, is ’Americans have always embraced

the future.’ Particular emphasis is expected to be placed on the biotech

industry’s fight against life-threatening diseases.



’The industry has received fairly good coverage,’ Eramian said. ’But

you’ve still got to get your voice and your message out there and remind

people, especially those on Capitol Hill, of the benefits of

biotechnology.’



While the industry was able to convince Congress to pass several key

pieces of legislation and declare January ’National Biotechnology

Month,’ its activities are closely scrutinized by citizen-activist

groups that view the promises of new technology with skepticism.



One such group is The Turning Point Project, a coalition of 50

organizations that initiated a PR campaign questioning the impact of

technologies like industrial agriculture.



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