Navigating health media coverage: Industry experts weigh in

Media plays a pivotal role in shaping public perceptions. From breaking news stories to strategic social media campaigns, the media has the power to educate, inform, and influence how individuals make decisions about their lives.

As health issues become increasingly complex and multifaceted, leveraging media platforms to spread accurate public information and promote awareness has never been more imperative.

This month, we engaged with some key figures in the industry to discuss the evolving challenges and emerging opportunities in raising awareness on different health issues. Their insights shed light on the intricacies of media coverage in health and how health professionals are navigating these challenges.

Challenges in public health communication

1. Cutting through the clutter

For Joni Thomes, Senior Consumer Media Manager at HCF, cutting through the noise in today’s information-saturated environment is one of the main struggles for health communicators.

“In an age where people are constantly bombarded with information, getting someone to pause and truly engage with a health message requires making it relevant and relatable to their personal lives.”

Narcolepsy advocate Dianne Spillane believes that “journalists aim to anticipate trends and report on popular subjects which means that trending health issues are covered far more to the point of being over-reported.”

Another challenge is simplifying complex health information without sacrificing accuracy. 

“Health topics can be intricate and overwhelming. Explaining things in clear, everyday language is crucial but can be challenging,” says Thomes.

2. Information vs misinformation

Kit McMahon, CEO of Women’s Health in the South East (WHISE), finds battling misinformation a challenge many health communicators have in common.

“Combating the spread of false health information, especially on social media, is one of our biggest hurdles. It's crucial to provide accurate, evidence-based information that can cut through the noise.”

Sometimes health issues get focused on for the wrong reasons. As exemplified by Spillane, ADHD is one of the areas where the media could do better.

“The overprescribing of ADHD medications angle is popular with the media, but they are failing to focus on why there has been a rise, which is a combination of the availability of telehealth appointments and women who had been living with undiagnosed ADHD finally receiving a life-changing diagnosis”, she explains.

3. Stigma and cultural barrier

For Martin Palin, Managing Director at Palin Communications, it can be difficult to find individuals willing to share their health-related stories publicly.

“Journalists are always keen to personalise health issues, but it's not always easy to find someone who wants to share their story with the national media, especially if the issue is personal or confronting,” Palin says. 

This is particularly challenging for complex or stigmatised conditions in a multicultural society.

“Many women's health issues, particularly those related to reproductive and mental health, still carry significant stigma. This can prevent open discussions and delay seeking treatment,” notes Kit McMahon.

Then there is the pervasive issue of mockery of health conditions in popular culture, often in the name of entertainment, which contributes to their stigmatization.

 “Narcolepsy is being misrepresented in the media, by using information sourced from sources that are not reputable,” Spillane explains.

Another condition that carries a stigma is dementia.

As the team at Dementia Australia explains, “dementia is still misunderstood by many within the community, and there is still a lot of stigma and discrimination associated with the condition.”

That’s why Dementia Australia has launched an Australian-first podcast to alleviate loneliness and social isolation for people living with this condition.

4. Tailoring messages with limited resources

Reaching diverse audiences with varying needs and concerns is another major challenge. Messages must resonate with different audiences, from young, healthy individuals to those managing chronic conditions. 

“Tailoring messages to meet these different perspectives while maintaining consistency is an ongoing balancing act,” says Thomes.

For WHISE, resource limitations along with cultural sensitivities can further complicate these efforts. “As a non-profit organisation, we often struggle with limited funding and resources, which can restrict the reach and impact of our awareness campaigns.”

“Our region has diverse communities with varying cultural beliefs about health. We must tailor our messages to be culturally sensitive while still promoting best health practices,” emphasises McMahon.

Four tactics for successful media coverage in health

1. Leverage storytelling in healthcare communication

Despite the challenges, experts have found that storytelling is a powerful tool for gaining news media coverage in the health sector. 

"Storytelling has always been at the heart of successful media coverage for me. Anchoring health-related stories in real-life experiences makes the message more relatable and impactful," says Thomes. 

In the case of WHISE, featuring real women's health experiences resonates strongly with both the media and the public.

"These personal narratives put a face to the statistics and create emotional connections," McMahon explains.

Another type of personal narrative is case studies about emotionally compelling patient stories to support health media campaigns. "Great earned media in healthcare is not driven by what you say about your issues and your product. It’s driven by what other people say about them," Palin advises.

2. Manage media relationships

To build strong relationships with health journalists it is crucial to understand their needs. 

With journalists' time being so scarce,  anticipating what they may need for a story can result in positive results for both parties.

“Journalists are so stretched, so understanding their needs and the types of stories they’re looking for helps me tailor my pitches to be more relevant and newsworthy,” says Thomes.

But working with other organisations can also be helpful.

Partnerships and a multi-channel approach have been successful for WHISE in gaining traction with media outlets. 

3. Align with health events

A common and effective strategy to increase the chances of media pick-up has always been aligning it with health awareness days, special health days, or seasonal milestones. 

“We have tried to increase aligning our work to current events, awareness months, or new research findings. [This] has been effective in securing media coverage,” says McMahon at WHISE.

In addition to aligning with health events, public relations professionals also need to ensure they are being timely.

As advised by Spillane,  “contacting (media) well ahead of a scheduled awareness activity has a better chance of being included, and there's little point in raising awareness after an event.” 

4. Share medical research or breakthroughs

Research is an important part of any health discipline and it is very effective at grabbing the media’s attention. 

Reports with substantiated facts and tangible data from reputable sources, explained in a way that resonates with people are priceless when it comes to engaging media. Having experts ready to discuss the findings with journalists is a great way to build relationships and position yourself as a go-to source.

Equally, medical breakthroughs can generate a lot of excitement that journalists will want to cover.

“There is no substitute for a breakthrough treatment or medical device that all of the various stakeholders are really excited about,” says Palin.

Evolving trends in health media campaigns

Despite the challenges and restrictions around health media coverage, the good news is that the media's receptiveness to physical and mental health stories has evolved significantly over time.

The COVID-19 pandemic has brought health and mental well-being to the forefront, leading to more empathetic and nuanced storytelling for brands such as  HCF.

"Today, there's a much more open and proactive approach to covering health-related issues. Media outlets recognise the profound impact health has on every aspect of our lives, and there's a genuine interest in exploring these topics in depth," Thomes says.

Perhaps, the growing mental health media coverage is a result of media outlets becoming better equipped to handle these stories sensitively. 

"Mental health is a huge community issue, and the media are invested in covering it. But it still takes a brave case study to come forward with a lived experience to create an amazing editorial story," Palin explains.

Dementia Australia says that they have also been seeing a strong appetite for dementia-related stories, particularly given its significant impact on the Australian community. 

"Journalists appreciate the importance of talking about dementia more, especially since it’s the leading cause of death among Australian women.”

However, there is always room for improvement. McMahon shares that for WHISE, there has been a marked increase in coverage of women's health issues over time, particularly menopause and perimenopause -  but there could be more.

"We continue to advocate for responsible, accurate health reporting and push for more in-depth coverage of underrepresented health issues affecting women, particularly those related to family violence and its health consequences." 

While the challenges in health communication are undeniable, the media landscape is evolving. This increased focus on health also brings with it the critical responsibility of ensuring accuracy and sensitivity. 

Effective storytelling, strategic partnerships, and a thorough understanding of media needs are essential for achieving impactful health coverage. 

There are growing opportunities for health communicators to engage in meaningful conversations about health matters that can bring change and inspire audiences to take charge of their health.

Media contacts and outreach

Medianet platform helps you find health journalists, send health-related press releases, track press release pick-ups, and gain insights from your media coverage.

The Medianet media contacts database holds comprehensive information about journalists that can support effective health coverage in media:

• 108 media contacts with "health" explicitly mentioned in their job titles.
• 995 contacts related to health topics according to our subject list.
• 65 contacts focus on mental health (encompassing both men’s and women’s health).
• 221 editors have expressed an interest in health as a subject.
• 77 media outlets with "health" in their titles.
• 387 outlets related to health topics in their subject focus.
  

If you want to connect and pitch to health journalists, explore our plans here.

Some upcoming health events in September 2024

World Alzheimer's Month: 1 - 30 Sep
Gold Bow Day: 1 Sep
World Suicide Prevention Day: 10 Sep
R U OK? Day: 12 Sep
Dementia Action Week: 16 -22 Sep
World Narcolepsy Day: 22 Sep
International Safe Abortion Day: 28 Sep

To see the full media events calendar, click here.