Strategic Engagement of the Science-Business Media

Moira A. Gunn
University of San Francisco School of Management 2130 Fulton Street San Francisco, CA 94117

DOI:https://doi.org/10.5912/jcb518

Abstract:

As surely as the bio-enterprise can benefit from positive media coverage, it cannot thrive in the face of unanswered negative and/or inaccurate media attention. On all counts, the bio-enterprise must be able to strategically engage with the media at every stage in its life cycle. This article describes the global science-business media landscape, including traditional media and emergent social media and information in the online space. Current research is used to document the interdependence of media, how sources of information feed media coverage, the challenges of science communication in the broader context of business, and the effect of media engagement by the CEO.

A strategic model is presented which relates the bio-enterprise to global media, providing a larger framework within which to develop media action plans at critical junctures in the life of the bio-enterprise. Further documented is the difference between journalistic and non-journalistic media, and how journalistic ethics and standards guidelines work with ethical persuasion practices to the benefit of the bio-enterprise.

Keywords:bio-entrepreneurship ,science-business media ,science-business journalists ,biotechnology media ,media strategies ,media model ,en ,