It's really more about building relationships with journalists who cover medical issues for media outlets across the country. If I was a PR person for Amarin, I would create a list of all those journalists -- likely several hundred people -- and would build an email relationship with as many of them as possible so that they might be interested in doing a story when something good develops with Amarin and Vascepa.
As it now stands, I get the impression that Amarin's public relations might be operated by the same person who deals with investors. In other words, they don't really have a public relations specialist. Or at least they don't have anybody who knows what they are doing. They send out one or two lame and sometimes hard to understand news releases a quarter. It's like somebody who wants to get a new job and sends their resume to hundreds of places but has no idea how to engage a company and get an interview. Sort of what you'd expect from a company that is dying rather than springing to life and starting sales around the world. Most likely, KM knows nothing about public relations and doesn't understand how it could help his cause. He thinks things like his internet outreach to doctors are the answer.
Right now, most of the media coverage Amarin gets is a result of Dr. Nissen using the contacts he's built up with journalists over the years to pitch his skewed view of Vascepa and fish oil in general. Then, since he's scored a couple of articles in major media outlets this year, he's set it up so that every reporter who writes about Amarin or Vascepa ends up slanting their stories along the lines of what Dr. Nissen believes. That's because the first thing a journalist does when he or she decides to write a story is to read all the stories that have been written before. And since Amarin is impotent at publicity and has no relationship with any journalists, all that's out there is Dr. Nissen's erroneous and biased views. So no story is written without at least a few grafs making it sound like the Mineral Oil thing is a real controversy that undermines the Reduce It results rather than a "silly" sideshow created by short sellers and people like Dr. Nissen who are upset that their own major studies involving fish oil were a bust.
