Story Ideas

Your Lookatmedia™ Story Ideas mini home provides journalists, media representatives and influencers an opportunity to research storylines, themes and backstories.

Targeted Search

Featured Story Ideas

All Story Ideas

The Biggest PR Problem in Healthcare Isn't Misinformation, It's Invisibility

Healthcare organisations have never produced more valuable content. Hospitals are pioneering research, health services are improving patient outcomes, medical professionals are driving innovation, and public health agencies are generating critical insights every day.
Yet much of this work never reaches journalists, policymakers, patients, or the broader community.
The biggest public relations challenge facing healthcare today is not misinformation. It is invisibility.
Despite significant investment in communications, many important healthcare stories fail to gain traction because they are difficult to find, difficult to access, or disappear shortly after publication.

Making a listicle and checking it twice

From seasonal to sale and countless other themes, the listicle has become a retailer's friend in the media.

Agitation. Acceptance. Action

The three legs of the milking stool of non-profit PR are agitation, acceptance, and action. While every non-profit will have its own goals with media engagement, they all will include at least one of these focuses, with some including all three.

PR tools to triage your media response

The medical sector has policies that allow them to manage short term crisis and disaster responses; however, events like COVID have demonstrated that these responses become increasingly fragile over extended time frames. This is partly from a lack of access to equipment, medical supplies and the accumulated physical and medical toll paid by health professionals. It is also due to successive governments' erosion of funding and long-term investment.

PR for participation

Non-profits often rely heavily on volunteers and action from individuals to achieve their missions. Attracting that level of participation is often dependent on exposure to an issue, group, or organisation. This can be partially achieved in the digital world by social media engagement; however, media exposure is where the real seeds of change happen.

Pitch media to fight ‘what’s the pointism’

The legacy of the last few years is that anxiety levels in communities are at their highest point on record. Most people are solely focused on survival. This focus dulls their hope for a better future. A more peaceful time where we turn back the tide of climate change. Where our actions regenerate land and bring back fauna and flora on the edge of extinction. Films like 2040 and Regenerating Australia show that a more positive and hopeful future is entirely possible, but not without action now.