Strategic Engagement of the Science-Business Media

Authors

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

DOI:

https://doi.org/10.5912/jcb518

Keywords:

bio-entrepreneurship, science-business media, science-business journalists, biotechnology media, media strategies, media model

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.

Author Biography

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

Dr. Moira Gunn founded and directs the Business of Biotechnology Program in the School of Management at the University of San Francisco, where she is an assistant professor. A former NASA scientist and engineer, she is producer and host of Tech Nation and its regular segment BioTech Nation, which air on the National Public Radio 24-hour Program Stream, among other venues. Dr. Gunn holds a patent in a human nutrition research measurement system, and is a member of the board of the BayBio Institute.

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Published

2012-04-01

Issue

Vol. 18 No. 2 (2012)

Section

Special Section