Immedia had a significant role in handling media, engaging the community, and managing PR for the Human Genome Meeting, a major event that marked a breakthrough in medical science, ethics, law and society.
The HGM2000 conference in Vancouver brought together over 600 top genomic researchers to discuss biology and human genetics. Dr. Michael Smith, a Nobel laureate and conference chair, compared the buzz to the start of 20th-century physics. The focus was on the Human Genome Project that aims to map the human genetic code, like learning a language to understand literature. Dr. Smith sought assistance from Immedia Management Inc. for media, community, and public relations needs.
At the time, scientists were mapping the human genome, made of billions of chemical pairs, using technology to speed up progress. The public was not well-informed. There were disagreements between researchers from public and private sectors, and competition between different organizations like the Human Genome Organization and Celera Corp. over patenting genetic data and compensating genetic material donors.
At the congress, Dr. Lap-Chee Tsui announced they expected to finish the initial human genome draft soon, marking a new medical era. Then, surprisingly, geneticist J. Craig Venter announced Celera’s mapping the entire human genome at the same time as the conference.
A worldwide media frenzy affected stock markets.
Our approach to handling this significant moment involved various strategies.
We quickly responded with a news conference, series of pitches and media query management, a formal speech and engagement with education, industry, and public audience to ensure widespread attention and understanding focusing on fact and nuances related to the latest genome research advancements aiming to stimulate valuable conversations about its medical, legal, ethical and societal effects.
Our work preceded the significant news conference led by then President Bill Clinton and Prime Minister Tony Blair that publicly showcased the resolved dispute between scientists J. Craig Venter and Francis Collins regarding the genome race. The two geneticists united to celebrate a historic achievement.
The Challenge
Our PR mission went beyond handling media and community relations. We aimed to help people worldwide understand and value the important role of genome research in medical progress. Our agency grasped the significance of this event in genetic history. We highlighted the advances in genome technology, along with ethical, community, and legal aspects. We prepared a media data room with an accreditation process, news conference schedule, and distribution channels.
600 experts, researchers, and stakeholders from around the world gathered for detailed talks on genome mapping, sequencing, and the ethical, legal, and social impacts of human genetics research.
The Human Genome Meeting (HGM) promoted collaborations between scientists, policymakers, and the public, advancing personalized medicine, genetic therapies, and disease prevention. This influential conference has left a lasting impact on healthcare and research, driving innovation in genetics and medicine. Our goal was to handle PR for the event, coordinating with experts, conducting interviews and news briefings, and raising awareness about the ethical, legal, and social aspects of human genome research.
We had to explain the importance of genetics in simple words for a wide audience. We focused on how human genome research has improved medical innovation, highlighting key scientific advancements like genome mapping and sequencing at HGM 2000.
At Immedia PR, we use stories to engage people. We created a story That showed how important human genome research is for medical progress.
With our messages, we emphasized the amazing progress in mapping genomes, sequencing, and understanding them, making HGM 2000 a key moment in science history. Central to our strategy was targeted outreach to key stakeholders in the medical genetics community, academia, industry and the broader public.
Leveraging our extensive network and expertise, we executed a multifaceted outreach strategy targeting key stakeholders in the medical genetics community, academia, industry, financial markets, governments and the broader public. Through news releases, custom pitching and executive communications, we ensured maximum visibility and engagement, sparking excitement and anticipation.
We spearheaded PR for innovative initiatives such as "The Score," a live theatre production, and free public lectures featuring prominent figures in genetics research. These initiatives bridged the gap between science and society, stimulating dialogue and raising awareness of the societal implications of human genome research.
Results
The announcement of the Human Genome Meeting (HGM) 2000 was immensely significant globally. It represented the smooth handling with a ticking clock and a very small budget — managing PR for a pivotal moment in the histories of medicine, health, and science, signifying a monumental leap forward in advancing our understanding of the human genome.
The news we shared was transformative, shaping the trajectory of medical genetics research and laying the foundation for future advancements in healthcare and science.
From the Lancet to CNN to the New York Times and beyond, the media coverage was immeasurable.
At Immedia PR, we thrive on challenges that push the boundaries of communication and engagement. Our president Heather Kirk’s role on a groundbreaking journey with the University of British Columbia and the Canadian Genetic Diseases Network helped orchestrate the success of the Human Genome Meeting. This endeavour was not just an event; it was a medical genetics research milestone and our collaboration marked a significant chapter in our agency's history.
At Immedia PR, we remain committed to pushing the boundaries of communication and engagement, driving impact, and shaping the future of modern discourse.
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Together, let's embark on a journey to make history — in increments and by leaps!
Contact President Heather Kirk heather@immediapr.com