From stealth to every U.S. morning show, without overstating the science.

The challenge

Kindred Companion Sciences was coming out of stealth with a scientific first: two beagles gene edited to remove Can f 1, the protein behind most dog allergies, published in The CRISPR Journal. It was an unknown company with one spokesperson, no media relationships and a startup budget. The story touched gene editing, animal welfare, cloning and allergy claims, so one overstated word could sink it.

The approach

Built the messaging around what the peer-reviewed data showed, and dropped "hypoallergenic" from the core story.

Wrote a 12-page launch FAQ covering the hardest questions: animal welfare, cloning, remaining allergens, regulation and the limits of a two-dog study.

Media trained the CEO, the only spokesperson, through friendly and adversarial mock interviews.

Ran an embargoed launch to a short, curated media list, anchored by the Associated Press.

Advised the company to stop taking interviews once the first wave peaked, to protect the accuracy of the story.

The results

Nearly 80 placements in 10 countries and four languages, with no paid support.

AP's video aired on 94 broadcast stations within 12 hours, and more than 45 outlets carried AP's reporting, including The Washington Post, NBC News and The Guardian.

Every major U.S. morning show carried the story, including a live in-studio interview on CBS Mornings, plus coverage in The New York Times, WIRED, USA Today, Smithsonian and GEN.

Of 78 headlines reviewed, none called it a cure or said it was approved.

The New York Times ran a feature 26 days after launch.

See the coverage: Associated Press · CBS Mornings · The New York Times · WIRED