PRs Fuel Cancer Drug Hysteria Sarah Boseley's article in the Guardian on Wednesday, The Selling of a Wonder Drug, again illustrates the brutal cynicism of big pharma's PR campaigns. It shows how the media storm over supposed breast cancer wonder drug Herceptin was helped along by drug giant, Roche's, PR agencies, Ketchum and Porter Novelli. Advertising of prescription medicines is banned throughout Europe. Instead the pharmaceutical corporations invest megabucks in behind-the-scenes media manipulation, or public relations as it is usually called. Unsurprisingly the rest of the national newspapers considered the story insufficiently newsworthy to bother following it up.