Media relations for health PR

Being a genuine contributor of the daily media narrative can add enormous value to your communications efforts.

“Earned media” - as we call it – provides a platform for you to tell your story and have it developed and shared by a trusted, independent source. It’s credible and impactful which is why it provides such value.

But it’s highly competitive and cut through isn’t easy. Which is why you need the team at Palin Communications to craft your media relations strategy and oversee your implementation plan.

We’ve been promoting health-related stories to the Australian media for over 25 years.

That experience has helped us hone a sharp news sense and a deep understanding of how to develop health-related news angles that catch the attention of editorial decision makers.

Our understanding of the landscape, sense of news and established relationships with journalists help to maximise cut the through of your ‘earned media’ campaign, so you can meet your objectives, drive awareness and be noticed by key stakeholders.

Whether it is health-specialist journalists in metropolitan newsrooms, chiefs of staff for nightly news programs, lifestyle and wellness editors at national outlets, state based radio and podcast producers or reporters at healthcare professional focused publications, we’ve worked with them all to develop positive stories for clients.

We will help you to:

• Position your announcement for maximum editorial interest

• Develop a variety of news angles that help expand the reach of your coverage

• Develop supporting audio-visual materials (like audio news releases and video news releases) to support journalists in bringing your story to life

• Advise on appropriate spokespeople and train them so they can hit their key messages

• Manage media embargoes and exclusives with key media targets

• Develop all your media resources – media releases, briefing notes, media alerts, multimedia, photos – in a way that captures the attention of key decision makers

• Implement your media outreach to gain the greatest traction with key journalists

• Integrate media monitoring to check on coverage and build into the evaluation process

• Smash your editorial KPI’s.

An “earned first” approach is what makes Palin Communications stand out as a genuinely specialist health PR agency.

Media relations case study: Heart Valve Disease Awareness Week

Media relations is a key part of almost all of our campaigns.

Heart Valve Disease Awareness week in 2025 marked a major milestone with the launch of Australia’s first Heart Valve Disease Patient Journey Report. The campaign encouraged those at risk—including people aged over 65 and anyone experiencing symptoms—to have proactive conversations with their doctor about a stethoscope heart check.

The impact was striking.  It triggered over 37 million opportunities to see or hear key messages in earned media coverage - helping to drive awareness and action.

“Palin Communications has been an invaluable partner for Hearts4heart. Their strategic expertise has significantly enhanced our public presence, allowing us to reach more people via the media and support more patients than ever before. Their dedication to understanding our mission and values has translated into impactful communications that resonate with our community. “

Tanya Hall, Founder and Director Hearts4heart

Contact us to find out how media relations can play a key part in your communications mix.