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How to Hit the Headlines: PR tips for Making Health and Wellness the Agenda


A plate of healthy food surrounded by fitness and health items including dumbbells, sneakers, a yoga mat, scales and a stethoscope
The level of public health consciousness is rising, so health and wellness brands and organisations can act now tap into this trend.

Introduction:

In a world where we're constantly bombarded by communication - online, outdoors and in our homes - health and wellness organisations and companies face a unique challenge… how to cut through the clutter to communicate their messages and engage their target audience effectively?


Media coverage can be a powerful tool in achieving these objectives, helping health and wellness products and initiatives hit the headlines and put their goals on the agenda. According to a recent report issued by IBISWorld the level of public health consciousness is on the increase this year (up an estimated 2.1%), so health and wellness brands and organisations should act now to tap into this trend.


In this blog post, we're pleased to share the knowledge and expertise we've put into practice for clients like the Cancer Society, Auckland District Health Board, Health Coalition Aotearoa and the Green Doctors. We'll guide you through some tried and tested PR tips for health and wellness campaigns, to generate positive media coverage and create a desired outcome.


1. Developing Powerful Messaging:

The foundation of any successful media campaign lies in crafting compelling messaging. Understanding the essence of your health and wellness organisation and its objectives is crucial. Ensure your messaging is clear, concise, and aligned with your purpose. Quotes from experts can add credibility and authenticity to your stories.


2. Creating Impactful Media Materials:

Media materials, such as press releases, fact sheets, infographics, FAQs and Q&As, play a pivotal role in capturing the attention of journalists and editors. Learn to develop media materials that effectively convey your message and appeal to your target audience. Incorporating data and statistics and citing credible references will strengthen your case.


3. Choosing the Right Media Outlets:

Identifying the appropriate media outlets for your health and wellness campaign is vital. Tailor your pitches to match the interests and preferences of each outlet, ensuring a higher chance of coverage. Emphasise the stories and angles that align with the ethos of your purpose-driven organisation to gain more traction.


4. Pitching the Story and Arranging Interviews:

Crafting a compelling pitch is an art that can make or break your media coverage. Highlighting the human element of your health and wellness campaign can be an effective way to get interest from a reporter. Try focusing on the impact your product or initiative has on individuals and communities. Arrange interviews with spokespeople who can articulate your organisation's mission. Offering an interview with an articulate, informed and passionate representative can help hook a standout story.


5. Creating a Desired Response:

Media stories can be a catalyst for positive change and evoke a desired response from your audience. Include a strong call to action in your media materials, encouraging people to engage further with your cause. Then make it easy for them to participate, whether that's signing a petition, donating, attending a conference, or taking any other relevant action.


Case Study: In a campaign for the Cancer Society Auckland, Raise Communications helped raise awareness about New Zealand's youth vaping problem. The campaign generated significant concern about youth vaping by sharing powerful stories through various media outlets. As a result, the Ministry of Health acknowledged the importance of protecting youth in vaping regulation amendments.

6. Measuring and Evaluating Results:

It's essential to measure the impact of your media coverage. Monitor metrics like reach, engagement, and responses to understand the effectiveness of your campaigns. Use this data to improve future initiatives and strengthen your organisation's position as a purpose-driven advocate.


7. Building Strong Media Relationships:

Consistent engagement with media outlets can cultivate meaningful relationships. Continue to build connections with journalists and editors who have covered your stories in the past. Continue to offer exclusive content and insights to nurture these relationships over time.


Conclusion:

For health and wellness organisations, media coverage can be a powerful tool in making a positive impact on society. By implementing the tips and strategies outlined in this blog post, purpose-driven entities can effectively harness the media to communicate their messages, connect with their audience, and create meaningful change.


Remember to subscribe to Raise Communications' newsletter for more helpful PR & Comms tips, insights, and advice to fuel your purpose-driven journey.

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