Q: I want to read about my next announcement in the Financial Times and in the Wall Street Journal. Are you the right agency to make that happen?

A: Let's be honest: It simply will not happen. Journalists writing in that league of papers keep telling me that - as a rule - they do not cover private companies. Of course, some announcements will get their attention: The cure for cancer would be one example. Simple rock-solid phase II results should do. However, a small (private) life science company will generate plenty of decent news that's perfectly fine to excite the kind of investors that understand its business model as well as the dynamics of its industry. And they will read about it industry newsletters, websites, magazines.

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