Profile Media - Biotechnology

Founded in 2015 by Sue Papadoulis, Profile Media has redefined the role of public relations in the biotechnology sector—a field historically underserved by mainstream PR firms. While traditional biotech PR tends to concentrate on investor relations, Profile Media extends its reach to include patients, advocates, and the broader public, meeting a growing demand for relatable and widely accessible science communication. As government investment in biotechnology increases and the industry's impact becomes more widely acknowledged, the agency’s services address a critical communication gap.

The team behind Profile Media is composed entirely of former journalists, each with over five years of newsroom experience. This background gives the firm a sharp instinct for newsworthiness and the ability to shape technically dense information into compelling stories that appeal across both mainstream and specialist media. For biotech clients whose breakthroughs may be difficult to articulate beyond scientific circles, this journalistic strength is especially valuable. The agency’s ability to humanize complex content has earned it a reputation for delivering high-impact, media-friendly narratives.

Profile Media’s approach to public relations is distinguished by several core principles:

Its foundation on positivity sets it apart in an industry often marked by reactive messaging. Through initiatives like the Good News Movement, the firm focuses on uplifting stories with genuine public interest, reflecting its belief in the power of optimistic journalism.

The agency operates with a fully remote workforce, allowing staff—many of whom are women with family responsibilities—to maintain professional momentum without compromising flexibility. This structure not only supports work-life balance but also helps attract and retain highly skilled professionals across Australia.

Known for a proactive and outcome-focused mindset, Profile Media consistently achieves notable results, such as generating over 230 media placements from a single press release. By combining time-tested PR practices with digital strategy, the team ensures sustained visibility and tangible metrics for success.

Departing from the traditional retainer model, the agency offers a transparent, monthly project-based system that guarantees measurable progress. Clients benefit from predictable delivery and freedom from long-term contracts, reflecting Profile Media’s confidence in its performance.

Above all, the firm champions a direct, no-nonsense approach to client communication. Operating under the principle of “PR without the BS,” it offers candid, jargon-free counsel and stays closely engaged with clients to keep their media presence active and strategic.

Through its distinct approach and deep industry insight, Profile Media continues to shape how biotech innovations are understood, appreciated, and amplified in the public domain.