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| Lisa Arledge Powell |
In a year like 2024, both sides of the business – PR and journalism – face increased challenges. A divisive presidential election, ever-evolving and disruptive AI technology, and ongoing economic uncertainty, to name just a few. In the space of nine days over the summer, former President Donald Trump was assassinated, President Joe Biden decided not to seek re-election, and the world experienced one of the largest cyber outages in history. The constant coverage of these and other important stories makes it increasingly challenging for public relations professionals to capture the attention of journalists.
It’s not surprising that 42 percent of healthcare communicators cite breaking through the busy media landscape as the primary daily challenge this year.
It may seem obvious that an election stands in the way of news coverage for your healthcare brand. But that’s not the only barrier, and this nonstop news cycle won’t slow down after the election. The 2024 Healthcare Journalist & Communicator Survey, conducted by my team at healthcare PR firm MediaSource, highlights a gap between what journalists want and what healthcare communicators provide.
Journalists require fast and insightful sources to inform their reports and global events are at the top of the coverage list – even for healthcare journalists. 65 percent of healthcare journalists believe it is important that their stories connect to global events such as elections, wars, national disasters and the economy.
Increasing financial issues have created the most noticeable divide between journalists and communicators. 52 percent of journalists said the recession/economy is the most important political topic, while 31 percent of healthcare communicators said their organization plans to avoid discussing it. Communicators who can provide finance-related story topics and/or experts have a better chance of inserting their brand into the conversation during this busy news cycle.
| This article appears in O’Dwyer’s Oct. Healthcare & Medical PR Magazine |
The issues that journalists need to report on are not always the easiest for health brands to talk about. Other highly requested topics from newsrooms this year include the cost of health care (67 percent), gun control and/or mass casualty (51 percent), and reproductive health/abortion (49 percent). In contrast, healthcare communicators rank feel-good stories as their top priority for getting into the news (73 percent). This gap in narrative priority continues to be a pain point for healthcare communicators. It is important that we look within our organizations with a renewed perspective to find ways to tell these stories.
Here’s the good news. When it comes to other health care stories, there are two topics that both communicators and journalists share a mutual interest in. The first is mental health – a topic that both parties cite as an important health issue this year. Journalists even rank it as the most important thing in health (70 percent). Both sides of the business also rank access to care as a top-five story topic in 2024. Communicators who feature these topics will be more likely to secure coverage while achieving brand story goals.
Whether you’re looking to tie into a political topic or pitch a feel-good service story, there are some best practices to increase your chances of coverage right now.
Get your story in the news during an election year
Be an ally to journalists: A PR principle that is particularly valuable right now. Become a source of stability by providing credible stories and high-quality multimedia content. Include current, insightful sources for their reporting.
Stay tuned for the latest news: Now, more than ever, it’s important to tie your thought leaders to the news cycle. When breaking news happens, line up immediately to secure opportunities. If you have an important story unrelated to breaking news, don’t be afraid to resume when the timing is better for more likely coverage.
Monitor political events: Be predictive of the news cycle and have your experts ready before scheduled policy meetings and announcements. Some upcoming important political events include:
October 1: CBS Vice Presidential Debate.
October 8: Four-week countdown to election day.
November 5: Election Day.
Be prepared for news and/or avoid feature releases around these dates.
Think like a journalist: Replace health industry buzzwords with language a journalist might use in their own story. Write short pitches with clear subject lines and relevant details. Share compelling stories about real people, not just experts.
We’ve covered story topics and tips on how to navigate the news during an election. But what about tactics that make any pitch more appealing to journalists?
We’ve commissioned this survey four years in a row, and every year journalists continue to be open to more content from outside sources. In 2024, 35 percent of journalists said they are open to accepting multimedia from outside sources when their media outlet does not have enough staff/budget to send a crew. But remember that credibility is a must. 68 percent of journalists said they are most likely to accept multimedia not produced by their news team when the content comes from a reputable source. This is where being an ally to journalists really makes an impact.
Data usage can also add credibility to your story. 44 percent of journalists said that stories backed by research or data are the most important criteria when choosing to cover a story. Make it a priority to understand how the inclusion of data or research will benefit your story and create a data plan from there.
What we can take away from the 2024 Healthcare Journalist & Communicator Survey is that journalists are not working on the same future-oriented timelines as before. It’s a rapid-fire nonstop news cycle. As we navigate these complexities, it is critical for PR professionals to anticipate and strategically address obstacles. As we move into 2025, healthcare communicators who stay ahead of industry changes and journalistic needs will come out on top.
If you’re interested in reading more findings from the survey, including social media use in the newsroom, the state of work in healthcare communications, AI in our industry and more, you can download the full report here.
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Lisa Arledge Powell is the founder and CEO of MediaSource, an award-winning communications agency specializing in helping healthcare brands achieve their business goals through strategic communications.
#Breaking #political #noise