Planting Seeds of Publicity

Emory ethnobotanist Cassandra Quave is a leader in her field—tapping traditional plant remedies to search for modern medicines. We've helped grow her reputation by bringing stories of her science to light.

Story Promotion

Our profile of Cassandra Quave told the compelling backstory of her unusual scientific path—including the loss of a leg when she was still a toddler, which led to an antibiotic resistant staph infection and to her eventual quest to find better remedies to deal with this major public health threat. The profile, combined with our promotions of her latest discoveries, inspired an enterprising freelance journalist to go into the field with Quave, resulting in a six-page feature on her life and her Emory research in the New York Times Magazine.

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Story Promotion

We got the word out about Cassandra Quave's discovery that the berries of an invasive weed in Florida, the Brazilian peppertree, can tame the dangerous super bug MRSA. The story garnered widespread coverage in major media, including Science Magazine, the Washington Post, NBC News online, CBS News online, and National Geographic.

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Coaching

We've produced promotional videos of Cassandra Quave to help her develop her voice as a leading ethnobotanist, able to engage general audiences with stories of her science. Our video training helped prepare her for the growing interest in her from radio and broadcast media, including a recent live interview with NPR's On Point and an upcoming segment for the National Geographic Channel.

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