It was difficult to select just one example of public relations work to share with you, David. However, I recently had the pleasure of working with Anita Bandrowski at SciCrunch. Their story has many potential connections to the four (4) tech companies that you are needing assistance with.
SciCrunch focused on the development of tools in support of reproducible scientific research, such as Research Resource Identifiers (RRID). In 2019, the company launched a proprietary application for the analysis of biotech research papers. The analysis provided indicators regarding the reproducibility of the research, a growing concern, and interest within the discipline.
At the same time, another startup began encroaching on SciCrunch’s brand space through its network of influential contacts in the research community. The threat had the potential of upending the nascent company application called SciScore.
The goal of the public relations campaign developed by The Eco Monkey, a consulting agency owned by Patricia Maxwell, was two-fold: enhance the reputation of SciCrunch within the corridors of the National Institutes of Health (NIH) and increase brand recognition by bioscientists who would be attending a conference where the CEO of SciCrunch would be speaking.
The public relations strategy included the following tactics:
- A series of press releases were written and distributed through standard distribution channels, such as Cision, and through a curated list of journalists writing on bioscience. Once press releases were published the link was sent to a refined list of “influencers” in the field of bioscience. The press releases included the announcement on the launch of the application, a study by SciCrunch using the application in situ, and an important partnership that extended the applications importance to researchers. The releases garnered impressions in the millions, but the real value was in linking to the “published” stories when connecting with influencers.
- Communication officers within NIH were contacted. A communication strategy was initiated that included sending the links to published press releases directly to the officers along with a personal message from SciCrunch. The result extended the reach of the campaign into the highly-guarded communication vehicles used by NIH.
- Lastly, the CEO of SciCrunch as a bioscience “expert” to various magazines, podcasts, and television producers. This resulted in two feature stories
Again, it was difficult to select just one example of research as I’ve had the opportunity to work on some wonderful projects. I finally decided to share my dissertation with you. Not the most exciting book to read! However, it showcases my versatility as a writer and most importantly includes a listing of my research skills.
In December 2021, Patricia completed her doctorate degree in Media Psychology. This transdisciplinary program incorporated academic study in psychology and social science as they both relate to mass media and emerging technologies. Fielding Graduate University was one of the first accredited institutions of higher education in the United States to offer a doctorate degree in this area.
CREATING SOCIAL CHANGE USING TWITTER
by Patricia J. Maxwell
This dissertation looks at Snow and Benford’s (1988) framing theory.
The research strategy for the study used a naturalistic inquiry of qualitative data using content analysis (Patton, 1990). It includes methodological triangulation that incorporates both directed and summative approaches of content analysis (Hsieh & Shannon, 2005).
A variety of tools and theory-based applications were applied to the raw data of 1.2 million Twitter posts collected during the Parkland social movement in 2018. Tools that were employed in this analysis included Dedoose, Leximancer, Tableau, and SPSS.
In this section, I’ve included a smattering of various writing and productions that I authored. I invite you to purchase a copy of “Catalina A to Z.” This is a fun read with entries covering the sociological and historical details that are often forgotten in the tale and folklore of Catalina.
Maxwell, P. J., Rhein, B., & Roberts, J. (2014). Catalina A to Z: A Glossary Guide to California’s Island Jewel: The History Press.
Available on Amazon, select Barnes & Noble stores, and boutique stores in Long Beach and Catalina Island.
PUBLICATIONS & PRODUCTIONS
Maxwell, P. J. (Writer & Producer) (2008-2014). Catalina Island Conservancy: Isla Earth Radio Series. Long Beach, California: Catalina Island Conservancy.
Maxwell, P. J. (2008). What Works in Solving the Problem of Global Warming. the Flame, 3.
Maxwell, P. J. (2000-2004). Newspaper Column: Classroom Los Angeles Times.
Maxwell, P. J. (Writer) (1999a). Heavy-duty Vehicle Inspection Program. In R. Vargas (Producer), California Environmental Protection Agency. Los Angeles, California.
Maxwell, P. J. (1999b). Invention Hazards. Inventor’s Digest, 15, 34-36.
Maxwell, P. J. (1998). Crocus Capers. The World & I, 164-171.
Maxwell, P. J. (1997). College Pranks. CareerTech.com.
Maxwell, P. J. (1997-1999). Syndicated Newspaper Column: FutureWatch.
Maxwell, P. J. (1996a, August). Crackdown on Illegal Drugs. Inland Valley Daily Bulletin.
Maxwell, P. J. (1996b, August). Fastest Grandma. Inland Valley Daily Bulletin.
Maxwell, P. J. (1996c). Press Work for Harvey Mudd College: Embryo Development Gets Closer Look: Insights from a study may lead to earlier detection and treatment of diseases.
Maxwell, P. J. (1982, December). Former Pals Keep in Touch. Lincoln Journal Star.