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
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.