Events

March 18, 2026
VIRTUAL EVENT
Making the Most of Speaking with the Media (Even If You Don’t Want To)

Biotech leaders are increasingly expected to engage with the media often without clear guidance on how journalism actually works.

We sat down with reporters Gwendolyn Wu of BioPharmaDive, and Lei Lei Wu of Endpoints News, and Kimberly Ha, CEO of KKH Advisors and former journalist, leading the conversation.

Here are six takeaways on getting media right:

Reporters aren't out to get you.
The biggest misconception: that everything you say ends up in print. Only a fraction of an interview makes it into a story. Most of the conversation is a reporter trying to understand your science, your company, and the broader context.

Say what you know. Set the rules upfront.
If you're not sure about something, just say that. Reporters would rather hear "I'll get back to you on that" than quote something that turns out to be wrong. 

And set the expectations about how your conversation, or some part of it, could be used. On-record means it’s fine for your quotes to be published. Off-record means it’s not. On-background means the information can be used, but you won't be named. 

Pitch smart.
A few mechanics that matter:

  • Do your homework. Read the reporter's recent work before you reach out. It's obvious when you haven't.
  • Lead with news. A funding round, a clinical readout, a first-in-class milestone — that's what gets a response. "I think you should talk to our CEO" is not a pitch.
  • Include who's available for an interview. Makes it easier to say yes.
  • Give 24 hours before following up. Don't spam.
  • Pitch under embargo. It works. It gives reporters time to develop the story, and you get more coverage — not less.


Timing is everything.
It can be too early to go to press. If you can barely articulate your science or you're a pre-seed company without a business plan, wait. Coming out of stealth prematurely can create problems you can't undo — including ones that live on the internet indefinitely.

Think like you're pitching an investor.
The same instinct that makes an investor lean in — the underdog angle, the differentiated science, the founder's conviction — resonates with reporters too. You're telling a story either way.

Build the relationship before you need it.
The best media relationships are built over months, not a single pitch cycle. Be useful to reporters even when you don't have news. Share what you're seeing in the industry. Be a source they can call.


 

Watch other ElevAAte conversations. 

About the speakers

Kimberly Ha, Founder of KKH Advisors, is a seasoned communications strategist who advises Fortune 500 companies, startups, and executive leaders on corporate narratives, executive positioning, investor communications, and media strategy. She previously served as Global Editor at Biopharm Insight (Financial Times Group) and as Senior Director at FTI Consulting, with deep experience across M&A, IPOs, crisis communications, and the biopharma media landscape.

Gwendolyn Wu is a Senior Reporter at BioPharma Dive, where she covers biotech startups and the emerging life sciences investment ecosystem. She brings a background in local news and healthcare reporting, with prior roles at the San Francisco Chronicle and Houston Chronicle, and has been actively involved in mentoring and advancing Asian American journalists.

Lei Lei Wu is a News Reporter at Endpoints News, where she covers global biopharma across drug development, policy, and the intersection of science and capital. Her recent reporting has focused on genetic medicines and China’s growing role in the industry.