Keratec

New Zealand Biotech Firm Is Successfully Launched in U.S.

Situation & Challenge

Keratec, a New Zealand-based biotechnology company, is developing products from the natural keratin derived from wool.

The company wanted to officially launch its product line in the States at SupplySide West, a key biotechnology trade show. Although the New Zealand media had covered the company and its keratin products, Keratec was virtually unknown to the U.S. media.

Tactics

The international team of Communications Plus and New Zealand-based Flourish Communication:

  • Developed basic messages.
  • Prepared a technical backgrounder and glossary.
  • Prepared and distributed a news release.
  • Set up interviews at the trade show.
  • Did media training.
  • Attended the show to participate in the interviews.
  • Followed up with editors.
  • Tracked editorial calendars (schedules of planned articles).
  • Arranged interviews and forwarded information as needed.

Results

Keratec spokespeople interviewed with representatives of every major media outlet that attended the show. The company got favorable coverage in a wide variety of publications, including

  • Bio.com
  • Cosmeticsdesign-europe.com
  • ENP Newswire
  • Glutathione.antioxidant-facts.com
  • in-Pharmatechnologist.com
  • MSNBC.com
  • Newstarget.com
  • NPI Center
  • Nutraceuticals World
  • Nutraingredients-usa.com

Impact

The company received many business and consumer inquiries that were the direct result of the publicity.

Client Testimonial

“I worked on this multinational biotech product launch with Kay. I found her to be extremely thorough, patient, with a great eye for detail and the ability to get to the heart of the matter. Her media coaching skills are excellent, and she is a tenacious advocate for clients when representing them to the media. Her media work has had long-term benefit, with the ripples of her efforts creating ongoing value long after the campaign was complete. She is an excellent lead generator. Clients were reassured and encouraged by her confident yet supportive approach.”

Christine Moore
Flourish Communication, New Zealand

 

Get e-mail updates

Enter your email address:

Clients

  • “Kay brings a wealth of experience and solid business judgment. She delivers on her commitments and often extends beyond them.” Kim Beswick
    Memjet
  • “Kay doubled the volume of our coverage the first year, and helped us stand out as a market leader.” Julie Knight-Ludvigson
    Xbridge Systems
  • “Kay is extremely thorough and an excellent lead generator.”Christine Moore
    Flourish Communication (New Zealand)
  • “We always get more than we expect with Kay Paumier’s PR company.”Darrell Batchelder
    CareerWorkStation
  • “Kay is proactive, accountable and gets results.”Laura Geary
    Praxton
  • “Thanks to Kay, public awareness of ACA has dramatically increased.”Ann Woods
    ACA, Northern California
  • “Kay helped us project an image of credibility in a complex industry.”Morgan Jones
    MoJo Designs
  • “Kay took a raw, half-finished draft of my e-book, plus a 2- hour interview with me, and turned it into a 30-page e-book of outstanding quality. In 3 days. She is amazing.” Sue Raisty-Egami
    Sure Product Consulting
MORE TESTIMONIALS

Latest Blog Entries

Case Studies (Application Stories)
View this entry

How to Write a Feature Story
View this entry

How to Develop and Pitch Feature Stories
View this entry

Should You Use Social Media to Contact the Media?
View this entry

Tech Media Misconceptions
View this entry

The Shrinking News Cycle
View this entry

What We Can Learn about Communication from the Presidential Candidates
View this entry

The Effective Pitch
View this entry

Writing Relevant Marketing Copy
View this entry

The Online News Room, Part 2
View this entry

VIEW FULL BLOG