Meeting the Moment With Scientific Expertise and Earned Media
Helix knew the time was right to leverage its scientifically grounded expertise in viral sequencing to promote its broader purpose as a population genomics company.
Insight
Just as Helix began to expand its genomic-based population health focus, the pandemic hit, sparking an immediate and urgent need for newsrooms to keep pace with the spread of emerging variants.
Idea
Padilla moved quickly to position Helix researchers as viral genomic experts available to top-tier media, distributing advisories with breaking data and organizing interviews with its leaders to speak to both "news of the day" and trend forecasts.
Impact
Helix became the go-to source for COVID data and spread predictions and charts. Journalists from leading media outlets reached out to Helix seven days a week, which resulted in earned media coverage for the company across print, digital and TV.
Results
700
Article mentions, quotes or links to Helix resources
1K
Newspapers ran Helix news on testing in schools
top-tier
coverage in CBS Evening News, CNN, Insider, The New York Times and The Washington Post
Awards
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