How to work with a health PR agency on an announcement involving embargoed data

There is often a level of nervousness when it comes to working with information and data that isn’t yet meant for the public eye.

We know it well. At Palin Communications, we’ve supported countless health, pharmaceutical and life sciences clients through announcements involving embargoed research, clinical trial results and other sensitive information. While circumstances vary, the questions we’re asked are often similar: How early should we involve an agency? What can we start preparing before the embargo lifts? How do we create a strong announcement without overstating the findings or breaching regulations?

And, perhaps most importantly, have we chosen a partner we can trust with information that cannot afford to get out early?

Those concerns are understandable. Embargoed announcements often involve complex evidence, multiple approval layers and fixed external deadlines that leave little room for last-minute improvisation.

But having an embargo on a media release shouldn’t mean waiting until it lifts to start working on the announcement.

Handled properly, the period before an embargo lifts gives communications teams valuable time to understand the evidence, identify what is genuinely newsworthy, align stakeholders and develop materials that are ready to be publicised when the data becomes public.

Why embargoed data announcements can benefit from specialist expertise

Unlike many other industries, healthcare communications often requires navigating scientific, regulatory, commercial and reputational considerations simultaneously.

Depending on the nature of the announcement, companies may need to consider Australia’s Therapeutic Goods Administration (TGA) requirements, Medicines Australia’s Code of Conduct, research publication embargoes or ASX continuous disclosure obligations. For organisations operating in the Australian biotech market, clinical trial announcements can also carry commercial and investor implications.

Getting these details wrong can have significant financial and reputational consequences. And it doesn’t necessarily take an obvious, large-scale violation. Even established pharmaceutical companies can find themselves in trouble over how information is worded or presented. In 2026, AstraZeneca was fined $120,000 over promotional wording about updated PBS eligibility that was found to imply use beyond the medicine’s approved indication. Although this was not an embargo breach, it demonstrates how much the language and context of health communications matter.

The value of a specialist healthcare PR agency is not that it replaces medical, regulatory or legal expertise. Rather, it understands how to work alongside these teams, identify potential issues early and develop communications without compromising scientific accuracy or regulatory requirements.

Start early: the announcement begins before the embargo lifts

One of the most important decisions a company can make is when to involve its communications partner. The earlier a healthcare PR agency is brought into the process, the more time it has to understand the evidence and shape a communications strategy around the announcement’s objectives.

This might involve sharing topline clinical trial results or an approved summary of findings under appropriate confidentiality arrangements. Early involvement means PR consultants can ask questions, identify gaps and seek clarification while there is still time to act on the answers.

It also allows the agency to consider and discuss which audiences will find the findings relevant, whether the story has mainstream appeal or is better suited to specialist health and medical media, and which spokespeople can add meaningful perspectives.

Ideally, an agency should be involved several weeks (or even months) before the announcement. But even when timelines are compressed, establishing a clear brief, understanding the available evidence and agreeing on priorities early can make a significant difference.

Strong scientific storytelling starts with understanding the data

When planning communications around scientific research, looking for the most exciting headline shouldn’t be the first step.

An experienced health PR team needs to understand what the research was designed to investigate, what the findings actually demonstrate and why they matter.

We would typically ask questions about the study population, methodology, endpoints, statistical significance and how new findings compare with existing evidence.

These questions help distinguish genuinely important developments from interpretations that cannot be clearly supported by the data. For example, an early-stage clinical trial might demonstrate encouraging results, but that doesn’t necessarily mean a treatment is ready to transform clinical practice.

Effective science communication requires balancing scientific accuracy with audience relevance.

For mainstream media, the most compelling story might be the unmet patient need or how the research advances our understanding of a condition. For medical or specialist media, it could be the methodology, clinical implications or contribution to existing evidence.

The underlying findings don’t change, but the way we explain their significance to different stakeholders does.

For example, in our work with Medi Herb, we drew on clinical research into kava and changes to Western Australia’s medicines legislation to develop an evidence-led story that resonated with mainstream audiences, securing coverage across television, print and radio.

Know what can be shared, with whom and when

Not all embargoes are created equal, with different internal and external protocols and timelines to consider. For example, research institutes may have their own protocols for sharing unpublished results, while journals and scientific conferences may impose specific conditions on media briefings.

Before developing external-facing materials, the health PR agency and client should agree on the scope of the embargo, including who is authorised to access the information, what activities are permitted before publication and any additional regulatory or disclosure requirements.

This is particularly important for clinical trial announcements involving investigational products, where explaining scientific developments must not cross into inappropriate promotion of an unapproved therapeutic good.

Australia’s TGA restricts advertising of prescription medicines and unapproved therapeutic goods to the public. It is also important to distinguish genuine scientific reporting from promotional communications.

In September 2026, the TGA released additional guidance explaining how news-style content about therapeutic goods may itself be considered advertising if it promotes their use or supply.

This is where working with a specialist health PR agency becomes particularly valuable. Rather than treating regulatory considerations as a final check, an experienced agency can work alongside medical, legal and regulatory teams from the outset, helping shape an announcement that is both engaging for the target audience and scientifically accurate, while recognising the boundaries around what can be communicated, to whom and when.

Make the most of the preparation window.

A well-managed embargo period should result in a suite of materials and stakeholder engagement activities.

Depending on the announcement, preparation might include plain-English explanations of the findings, media materials, spokesperson briefings, anticipated questions, supporting visuals and tailored media pitches.

But before material development gets underway, it’s important to establish who needs to review and approve the content.

Medical, legal and regulatory teams, research partners, universities, investigators and global headquarters may all need to contribute. Agreeing on responsibilities and working backwards from the publication deadline helps avoid discovering additional approval requirements at the last minute.

Different announcements will also need different approaches:

• University-led research: Align academic and corporate approvals, confirm publication conditions and prepare investigators for media interviews.
• First-in-human trials: Explain the scientific milestone and rationale while being careful not to imply clinical benefits that have not been established. This is particularly relevant to early-stage biotechs working under the TGA’s Clinical Trial Notification (CTN) scheme.
• Pharmaceutical data releases: Coordinate medical affairs, regulatory and corporate review, particularly where research publication coincides with PBAC or reimbursement discussions.
• ASX announcements: Confirm the market disclosure pathway and prepare subsequent communications that can be activated once the relevant information has been released.

The objective is to have a coordinated strategy in place rather than a series of reactive tasks once the news becomes public.

Palin Communication’s work with Perrigo Australia demonstrates the value of preparing a media package with different audiences in mind. To communicate a PBS reimbursement milestone, we combined women’s personal experiences with commentary from key opinion leaders, securing coverage across mainstream news and specialist healthcare publications.

Choosing the right health PR agency for sensitive data

When time is limited and the information is sensitive, selecting the right communications partner becomes particularly important.

Whether you’re assessing a biotech PR agency or a medical communications agency, consider the following:

• Can they understand the science? Look for experience interpreting clinical evidence, understanding research methodology and translating technical findings into accessible language.
• Do they understand the regulatory environment? They should be familiar with Australian healthcare communications requirements and experienced in collaborating with medical, legal and regulatory advisers.
• Can they move quickly without compromising quality? An experienced partner should be able to understand the brief, identify priorities and establish a workable plan without lengthy onboarding.
• Do they know the audiences that matter? Relationships with Australian health, medical, mainstream and biotechnology media can help determine where a story has genuine relevance.
• Can they be trusted with sensitive information? Confidentiality, clear workflows and disciplined embargo management should be fundamental to their operations.

Where a capital raising or market listing is involved, organisations should also consider whether the agency has relevant investor relations experience and ASX listing PR experience.

How Palin Communications supports embargoed announcements

At Palin Communications, we have specialised exclusively in health communications for close to three decades.

Our experience across pharmaceuticals, biotechnology, medical technology and research means we’re familiar with the scientific, regulatory and practical considerations involved in preparing sensitive announcements.

We work as an extension of our clients’ teams, bringing specialist scientific storytelling, strategic counsel and health media expertise while collaborating closely with medical, legal and regulatory stakeholders.

For us, an embargo isn’t simply a deadline to work towards. It is an opportunity to understand the evidence, identify the strongest communications opportunities and prepare the right materials and people to bring the story to life.

If you’re preparing an announcement involving embargoed scientific or clinical data, contact Palin Communications at hello@palin.com.au to discuss how we can help you develop and execute a communications strategy for your new and exciting data.