Public Relations and Marketing Intern 2024: Reflections on Boston, Biotech, and Beyond
When I arrived in Boston in early June, I was highly aware of the city’s unique life science ecosystem, given that it’s home to some of the world’s leading universities, research institutes, hospitals, and businesses. I thus approached my role as public relations and marketing intern at LaVoieHealthScience with enthusiasm and an eagerness to learn.
With my background in journalism and science communications from the Norwegian government, the internship at LHS seemed like the perfect opportunity. I was matched with the company through my summer graduate program at Boston University. As I head back to Norway to complete my master’s degree in political science, I reflect on nine insightful weeks.
Here are the three insights I learned this summer and what I will take back to Norway as I complete my master’s degree:
The complexity of biotechnology and pharmaceuticals
I think most people agree that biotechnology and pharmaceuticals are complex industries, rooted in “hard science” technology. After engaging with these industries from various perspectives, I gained a deeper understanding of the nuances and variables that impact the development of a new product. These industries are highly regulated, and the road to FDA approval is long and expensive. No wonder biotechnology and pharmaceuticals are two of the toughest markets, given the high failure rates. After all, these companies are trying to solve some of the world’s largest health challenges. I’m proud of having had the opportunity to work with such companies during my time at LHS, supporting them in bringing new and revolutionary treatments to the market.
Storytelling in public relations and investor relations
During my time as a journalist, I found it effective to incorporate storytelling when crafting the narrative of articles. One of my favorite quotes is: “It’s not all about content. It’s all about stories. It’s not all about stories. It’s all about great stories.”
At LHS, I experienced how storytelling is a vital part of any business’ communications strategy, whether for emerging biotech or commercial companies. Storytelling plays a vital role when crafting PR and IR messaging, and the narrative must resonate with various key stakeholders, which can include the media, investors, patients, or doctors to name a few. It was enlightening to work through the LHS Immersion® framework, a process which aligned a company’s messaging and positioning with its overall story to engage their key stakeholders.
Leading with strategy
When communicating your message, it’s important to not just think about what you are communicating, but also have clear understanding of how you are going to bring the message to your audience. It’s critical to lead with strategy, rather than simply through channels. To do this effectively, one must understand the customers and the market that the client operates in. At LHS, I had the privilege of working with seasoned professionals who brought decades of sector experience to the team.
I will carry these perspectives with me into the next chapter of my career. The ability to engage with complex industries coupled with storytelling and strategic thinking are transferable skills. I am certain that these insights will be valuable regardless of what comes next, even though I don’t know what the next chapter will come when I graduate in May 2025.
Magnus Stakkestad is a master’s student at the University of Oslo studying political science.
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