Publicity for a cancer research project. How much does it cost?

Abstract

This paper presents an applied case of publicity to demonstrate how a university cancer research group (a biomedical engineering team, Targetslab-GREP) without communication skills can achieve visibility. The article describes how to proceed to create an effective public relations strategy and publicize the research achievements, starting from the publication of their ONCOen3D project. It also explains how the return of the implemented communication actions has been calculated thanks to use a tool created on purpose (Effective Cost Return, ECR). It works by adding the ROI of tangible and intangible actions in accordance with the theoretical framework consulted. The most notable result obtained was the visibility and reputation of the previously unknown research group, with a media impact of 73 news items (leading to a saving of over €42,000—tangible element). It also made ONCOen3D known in other countries, such as Germany or Italy (visibility—intangible element). In addition, it won the first prize in an international competition (visibility and reputation—intangible elements). This article can be a valid and practical model to increase the visibility of scientific results and shows the value of multidisciplinary teams.

Keywords

• publicity
• effective cost return
• PR visibility
• PR reputation
• cancer research project