Omico’s November release stood out for its exceptional combination of public impact, scientific significance, and media readiness. It delivered a powerful story grounded in breakthrough data, human relevance, national policy implications and a clear call to action - all supported by a sophisticated media rollout that included early press briefings and a high-profile launch at Parliament House.
Omico’s announcement not only generated compelling news, but also demonstrated how expertly executed PR can shape a national conversation. Here’s a breakdown of why it was picked:
Omico’s release revealed that patients with devastating cancers are living up to 50% longer through precision oncology - a breakthrough with direct, life-changing consequences. When survival nearly doubles, the story transcends medical reporting and becomes one about hope, policy urgency and national health equity. Few November releases carried a public impact of this scale.
The report exposed a clear divide: while genomic treatments save lives, many Australians still miss out because access depends on postcode, referral pathways or the ability to pay. This tension between scientific advancement and systemic inequality creates a compelling conflict narrative - one that demands political attention and draws strong media interest.
Omico didn’t just present medical findings - it demonstrated economic payoff, job creation, and global competitiveness. More than 1,540 jobs and hundreds of millions in investment highlight a breakthrough with national consequences. The scale elevates this from a health story to a major national development with broad newsroom appeal.
Launching the report inside Parliament House ensured the timing aligned with political attention cycles and end-of-year health policy discussions. With spokespeople on-site, visuals ready, and decision-makers present, journalists were primed to engage, interview and publish quickly - an example of perfect timing amplifying a story’s reach.
Omico’s release achieved standout momentum thanks to a well-executed media strategy: a pre-launch media announcement signalling the significance of the findings, followed by exclusive pitches to 30 key newsrooms by Medianet’s in-house editorial team. This proactive outreach positioned the story as a high-priority brief before it went live, ensured journalists were already primed for interviews, and created a competitive edge that boosted depth, reach and early coverage. The combination of advance notice and targeted exclusivity helped the release cut through a crowded news cycle - a major factor in its selection as PR of the Month.