Case Study: Press Releases for a Health Science Organization

SUMMARY

Metaphase Health Research Consulting Inc. prepares concise, scientifically accurate press releases to communicate the results of scientific and medical research to the public.

CLIENT SITUATION

A hospital research institute required several press releases to announce the upcoming publication of important research breakthroughs.

METAPHASE ROLE AND PROCESS

For each press release, Metaphase carefully reviewed the embargoed research publications and conducted a brief telephone interview with the lead scientist involved in the study to obtain quotes, validate assumptions and to discuss breakthrough implications. Often the lead scientist requested that other team members were also interviewed. Once the articles (generally between 800 - 1000 words) were crafted, Metaphase worked with the scientists to validate the content and approve the quotes. After scientist approval, articles were sent to the client for final approval, distribution and publication.

KEY PROJECT CHALLENGES

The press releases had very tight publication deadlines, and staff resources were stretched. Metaphase was able to focus on the press releases and complete them in time.

OUTCOME

Research breakthroughs were communicated to a public audience, the scientists felt that their work was accurately represented, and the client was satisfied with the result.