STANDOUT STYLE
STANDOUT STYLE
BUILDING A MEDIA HOUSE
A reactive press office restructured into a year-round, high-velocity media operation — managing 120 international journalists, securing top-tier journal placements, and institutionalising hybrid press protocols.
Press Operations · Media Relations · Scientific Communications · Hybrid Events · Content Production
About the Organisation
EULAR publishes some of the most consequential clinical research in European rheumatology — yet its communications infrastructure operated as a traditional, event-centric press office, reactive in nature and focused primarily on the annual congress window. The organisation had the scientific authority to be a genuine media institution. What it lacked was the operational architecture to act like one.
The Oportunity
A multi-year transformation restructured the press function from the ground up. Standard operating procedures were redesigned around a content factory model — converting raw scientific data into multimedia toolkits, infographics, and broadcast segments as a matter of routine. A media gatekeeping system was established to accredit and manage over 120 international journalists across the annual hybrid congress, synchronising on-site briefings in Copenhagen with a digital press room for real-time global access. Strategic platform integration with specialised medical press wires and scientific news syndicates expanded reach into previously unreached editorial environments.
The result was a 21.6% year-on-year increase in scientific abstract dissemination, high-visibility placements in The Lancet and Annals of the Rheumatic Diseases, and an institutionalised hybrid media protocol adopted as the standard for all future congresses.
