Putting Europe’s prostate cancer screening research on the front page

The brief

The EAU’s flagship event is its annual Congress, which brings over 12,000 delegates together to discuss the latest developments in the field. Campus PR has been providing the EAU with media support since 2021. We are tasked primarily with gaining mainstream coverage in top-tier media for the research presented, to raise the profile of urology amongst the general public and enable easier conversations about these often sensitive subjects.

Our approach

In 2026, the annual congress was in London. We worked with the EAU to identify the most newsworthy research being presented at the conference from several hundred highly-rated abstracts. We interviewed the researchers and an expert from EAU in that topic, to draw up 6 press releases on several different areas of urology - digital health tools, cancer treatment, and prostate cancer.

This year’s conference coincided with a UK Government consultation on a national prostate cancer screening programme, an area the EAU is actively involved as an EU guideline developer. We spotted an opportunity to position the EAU within the UK debate, and liaised carefully with EAU leadership and its experts to agree on a position that we would incorporate into our relevant press releases. We also developed an exclusive feature pitch to a UK national newspaper, which positioned the EAU as challenging the UK Government to consider the weight of evidence from Euroean studies as part of its decision-making.

We issued the press releases in advance under embargo to a carefully targeted list of UK and international journalists, following a schedule designed to maximise the chances of coverage. Providing support from the congress office, we responded quickly to media enquiries, set up interviews with the researchers, and handled news crews.