Innovation (& really life in general) is often about being open & prepared for discovering what already exists but remains largely unknown. This Week We Learned ancient biodiversity which once was thought to be lost has been found. The story from @KUOW .

Shhhh. From LinkedIn content to a cover story? Now more tech journalists are taking note of your LinkedIn content (sorry X) than ever before, according to a new State of the Media Report from @Cision. 62% report they use social media (yeah X!) to spot news, that’s up 8%.

We're thrilled to share the launch of the new website for the Sustainable Aviation Fuels (SAF) Center, headquartered at Paine Field Airport in Everett. It's been an honor to collaborate with @SnoCounty and @AerospaceFuture on this rewarding project.

This week we learned: Doctors are fighting heart disease w/ a *space hairdryer*. This new medical device uses sound waves to regrow heart muscle. It takes just 10 mins, but for patients, the results last a lifetime. Read more from @jim_reed in @BBC ▶️

This Week We Learned: Members of the media are on the move… to new social media platforms as audience behavior continues to evolve including (wait for it…) Facebook. According to the new.@Cision.State of the Media Report 34% of media more active on Facebook.

Tune into the full conversation with @JessicaLessin and team on the @MoreorLessPod (starting at 13:17) 👇. (3/3).

As #AI is baked into more products, audience research is an increasingly important component of PR strategy. 💡Rather than battle for real estate with the search engines duking it out over AI supremacy, capture the curated audience offered by subscription pubs. (2/3).

This week we learned: The biggest battle in search has always been the scroll. Now, that battle is baked in. AI integration into Google and Bing has bitten a hefty chunk out of the on-screen real estate once claimed by publications, web retailers and social. (1/3)

Pitching science or technology reporters as a scientist? hold the phone: here’s an elucidation on words to avoid 👇. Read tips from Eric Schudiske on how to prioritize accessible language when pitching your science:

Looking for a page turner? Pick up a copy of Zoë’s book from @ElliottBayBooks(we did) 👉

This week we learned: the chameleon vine may possess a form of vision (some scientists say it’s more like smell-o-vision) that they use to shape shift. We were lucky to catch @zoeschlanger & @brookejarvis in conversation at @THSEA this Tues for the deep dive on plant sensation.

Your 8-point checklist to fact-check yourself before sharing news: . Back in 2020, Eric Schudiske addressed the question: "As communicators, how do we counter the combat-ready antagonists poised to attack our emerging technology as science-fiction?" .

@CrystalClarity How PR strategies translate to PR wins:

The majority of PR strategies incorporate three key pillars ⬇️. The right combination of tactics can be incredibly powerful for your brand, especially when integrating across pillars. More from COO @CrystalClarity on how PR strategies translate to business wins on our blog ⬇️

So go ahead, smash the subscribe button. We sure did: [3/3].

HERO delivers instant access to top tier journalists and for founders of early startups. But you’ll need to cover off against the fundamentals before taking a build-it-yourself approach to PR. Your 1st PR roadmap, courtesy of s2s CEO @EricSchudiske: [2/3].

👋Byebye HARO, hello HERO. Just two short weeks after we bid our fav PR tool a fond farewell, @Peter Shankman launched HERO – Help Every Reporter Out. It’s already raked in >12k subscribers with requests from journalists at Business Insider, WaPo, Forbes & USA Today. [🧵/3].

This week we learned: #AI is cracking 2,000-year-old mysteries bound in what looks like burnt burritos. The scrolls scorched and sealed for nearly two millennia by Mt Vesuvius presented an ancient puzzle ripe for AI to unravel. Story via @scientificamer➡️

s2s has partnered with Bay Area-based PR agency @bioscribe for select life sciences clients to bring the industry's top #scicomm talent to startups on flexible terms that meet their needs. Hear from Bioscribe CEO Nicole Litchfield in The Pitch⬇.

Media is living in the fast lane. Today, it’s critical to tell a compelling story to capture attention and build awareness – in 7 seconds or less. Tune in to s2s founder & CEO @Eric_Schudiske’s PR primer from @UWCoMotion’s fundamentals for startups: