Advanced Cell Technology eyes next strategy

NEW YORK: Advanced Cell Technology is considering its long-term PR strategy after making the widely publicized finding that embryonic stem cells can be retrieved without destroying the embryo.

NEW YORK: Advanced Cell Technology is considering its long-term PR strategy after making the widely publicized finding that embryonic stem cells can be retrieved without destroying the embryo.

The biotech company, which is also known for its cloning research, worked with Euro RSCG Life PR on media relations after its stem cell research paper was published in the journal Nature on October 16.

The company is expected to make a decision in the coming days about whether it will retain the agency fulltime.

CEO Tony Russo noted that ACT called the agency on the verge of a crisis. The company became concerned after Nature sent its tip sheet to reporters ? and the company wasn't receiving any calls.

In the same issue, Nature had also published another study from MIT researchers who had similarly developed a way to retrieve stem cells without destroying viable embryos.

"Initially the reporters we spoke to were focusing on that one [MIT] paper," Russo said. "We alerted people of the other paper and drew comparisons between the two papers."

Within 48 hours, Euro RSCG developed a press release and began making media calls. It also started work on a VNR.

"The press wasn't going to happen by itself," Russo said. "But we realized that it was a major and important piece of research ... and it was a shame if it didn't get the coverage they deserved."

Euro RSCG Life had also worked with ACT on its cloning announcements.

 

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