EDITORIAL: Biotech: don't botch it

Meanwhile, for agencies facing business losses due to the dot-com demise, one of our main features (page 25) outlines how hi-tech agencies are reinventing themselves as healthcare shops, eager for the PR bounty that biotech offers.

Meanwhile, for agencies facing business losses due to the dot-com demise, one of our main features (page 25) outlines how hi-tech agencies are reinventing themselves as healthcare shops, eager for the PR bounty that biotech offers.

Meanwhile, for agencies facing business losses due to the dot-com demise, one of our main features (page 25) outlines how hi-tech agencies are reinventing themselves as healthcare shops, eager for the PR bounty that biotech offers.

This transference is not just about repainting the company sign. The biotech world exists within an environment of complex regulations and scientific knowledge that you need to be very sure of before talking to a specialist reporter.

Of course, there will always be PR execs who are undertrained and underinformed.

One must hope that as hi-tech teams are reappropriated to the biotech sphere, they don't make the same mistakes that have undermined the reputation of PR among hi-tech journalists.





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