Just because a scientific journal's first release of an article might be online (as opposed to on paper) doesn't preclude a PR campaign coordinated with the release of TLD through a publication's website. Authors of the article almost certainly would know when (or about when) their article will first appear. The biotech firm could (and should) have all of its PR prepared and be ready to "pull the trigger" when the online article appears. An electronic news release would go to the important medical/science writers who understand the findings' importance. That release would include a link to the science journal's online article. And researchers should be available for interviews.
News 
Market Data 
Discover 
