Case study - PR for science
1.
challenge: how to talk about an advanced AI project in medicine in mainstream media without sensationalism and loss of scientific credibility
2.
insight: the media are interested in AI when solutions demonstrate real value and provide practical support for doctors, rather than promising “technological miracles”
3.
PR activities: media training for scientists, press releases embedded in the context of research and international events
4.
results: over 50 publications, establishing Xlungs’ position as an expert voice in the field of medical AI
How we introduced a scientific project into mainstream media - without simplifications or clickbait?
Xlungs is a Polish platform supporting the analysis of chest computed tomography using AI, developed by a team of scientists from the Warsaw University of Technology. The project is based on the analysis of 40,000 CT scans and is intended to support doctors in the diagnostic process. The PR agency’s task was to present the project to the wider public.
Challenge - science without sensation
At the beginning of 2025, Xlungs wanted to reach beyond the specialist community and engage with opinion-forming media. In the field of AI, it is easy to fall into exaggeration (“technology that will replace doctors”) or hermetic language incomprehensible to the audience. The key was to find a balance between media attractiveness and substantive reliability.
Insight - the real value of AI
The media is interested in artificial intelligence when it demonstrates real value and practical support for people—in this case, doctors—rather than when it promises “technological miracles.” Therefore, we based the communication on three pillars:
- the largest chest CT database in Poland (40,000 scans),
- AI as a tool to increase the efficiency of the healthcare system,
- explainability of models - technology that can explain its decisions.
PR Activities - strategic education
- strategic workshop and in-depth interviews with the scientific team,
- media training for scientists from the Warsaw University of Technology,
- press releases embedded in the context of research and international events (including a presentation at ICLR),
- gradual narrative building: AI → Explainable AI → Expert AI,
- presence in technological, medical, and business media
Results - expert position
publications in industry and opinion-forming media
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reach
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Thanks to PR activities, we strengthened the recognition of the scientific team and consolidated Xlungs’ position as an expert voice in the field of medical AI. We also built a consistent image of artificial intelligence as a tool that supports doctors – rather than replacing them in the diagnostic process.
The project has evolved from a niche scientific initiative into a recognizable and credible brand, actively participating in the debate on the use of AI in medicine.
