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Develop and execute a media relations program that establishes awareness, and distinguishes Neuralstem from competing stem cell research companies, and to position the company as a leader among its peers.
In order to build credibility and generate media coverage for this nascent stem cell research firm, the following strategy was developed:
- Contact biotech/science and medical/health reporters at all major media outlets with background material on the company to establish initial awareness and gauge interest.
- Introduce CEO to major financial and business related print and broadcast media in New York, Los Angeles, San Francisco and in Washington, DC where the company is based so that he will be included in, or the focus of any major stem cell stories.
- Draft by-lined articles where appropriate.
Backgrounder interviews were arranged with Business Week, Forbes, Fortune, Red Herring, the Wall Street Journal, The New York Times, and San Francisco Chronicle, among others. The New York Times, and Washington Business Forward profiled the CEO and the company was the major focus of a lengthy article on stem cell research in Fortune. In addition, just after President Bush's speech on stem cell research in 2001, the CEO's expert commentary was sought by four television networks.
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