On this episode of The Press Playbook, I sat down with Briana Trulear, Senior Account Director at BAM, to talk about how she helped her client Epicore Biosystems land coverage in Bloomberg.
The story centered around Epicore’s $26 million Series B funding round, but what made it land wasn’t just the raise, it was the timing.
We break down how the team connected the company’s technology to the bigger climate and heat conversations happening globally and why aligning the story with what the reporter was already covering made the difference.
Below are the key moments and takeaways from the episode, or listen where you please:
Guest: Briana Trulear, Senior Account Director at BAM
Client Featured: Epicore Biosystems
Key Placement: Bloomberg
Episode Focus: Tying funding announcements to timely industry trends
I introduce Briana and her role leading strategy within BAM’s health tech practice. She shares background on Epicore Biosystems, a company spun out of Northwestern that develops wearable sweat sensors that track hydration, electrolytes, and performance data.
Epicore had recently closed a $26 million Series B, which the team wanted to announce in a top-tier outlet, but instead of pitching the funding alone, they looked for a broader narrative.
At the time, there were growing conversations around climate change, heat exposure, and how rising temperatures affect human health.
Since Epicore’s wearable technology helps monitor hydration and heat stress, the team connected the funding news to that larger trend.
The pitch was sent to Coco Liu at Bloomberg, who covers climate and green business topics.
Because Briana had worked with her before and knew what types of stories she covers, the team was able to tailor the pitch to match her interests.
At first, the story didn’t immediately land because the reporter was focused on covering the LA wildfires at the time.
Instead of forcing it, the team worked with the client to offer additional assets and stayed flexible on timing.
That collaboration ultimately helped the story move forward.
This episode is a great reminder that funding alone doesn’t always make a story.
When you connect company news to a bigger industry conversation and align it with what a journalist is already covering, it becomes much easier to turn that announcement into real coverage.