PR Newswire's 2021 Healthcare Media Pitching Kit (APAC Edition) Reveals News and Trends Journalists Seek from Brands
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HONG KONG, Sept. 16, 2021 /PRNewswire=KYODO JBN/ --
COVID-19 related stories will stay dominant in healthcare media coverage and
journalists are keen to report on medical innovations, scientific discoveries
and technical applications, according to PR Newswire's 2021 Healthcare Media
Pitching Kit (APAC Edition), which aims to advise brands on pitching to
healthcare media effectively.
With the evolving COVID-19 situation, consumers have become more
health-conscious. In the meantime, the healthcare industry has seen an influx
of developments in various sectors over the past year.
How can brands collaborate with the media to share educational and informative
content that addresses the concerns of readers and get them up to speed on the
latest healthcare developments? What can PR professionals in the healthcare
industry do in order to maintain good relationships with the media?
For this media pitching kit, PR Newswire interviewed 15 editors and journalists
in the healthcare, medical, pharmaceutical and lifestyle sectors across 8
markets in the Asia-Pacific region, providing valuable insights into the above
questions.
Download the kit here(
or start with the main takeaways below.
1.Spotlight on COVID-19
When it comes to pandemic-related coverage, journalists are most interested in
reporting on the global vaccination drive and the potential side effects of
various vaccines.
"Right now, most of my coverage is related to COVID-19. Anything about the
virus' trajectory or how people and companies are responding to it would get my
attention," said Michelle Fay Cortez, Senior Medical Reporter/Editor at
Bloomberg News.
"Science stories are also interesting - updates on drugs and vaccine
development, new findings and research. Readers are always curious about the
statistical model that predicts how and when the pandemic will end," said Uyung
Pramudiarja, Managing Editor of detikHealth.
2.Medical discoveries and breakthroughs backed by research are preferred.
10 out of 15 journalists express their interest to follow up with more in-depth
coverage on new developments in the healthcare field that are supported by
credible data and sources.
"I would also like to receive news of new products, investments, innovations,
mergers and acquisitions and innovative technology in the healthcare sector in
APAC. From AI applications to industrial tools, technology can solve challenges
in the biopharma and healthcare services sector," said Hithaishi C Bhaskar,
Assistant Manager and APAC Coordinator (Content & Coordination) of BioSpectrum
Asia.
"Besides COVID-19 news, breaking news in the health and science industries will
entice me to do follow-ups. I am also keen on covering medical breakthroughs
and developments from well-known scientists," said Sean Pan, Senior Editor at
The News Lens.
3.Address healthcare issues beyond COVID-19
We are in the middle of a pandemic, but life goes on. Journalists seek to
report on perennial healthcare issues such as the treatment of chronic
diseases, drug developments, surgical techniques and how countries are
grappling with their ageing populations.
"I look forward to seeing additional medical start-ups focusing on technology
development and innovation in the field of pharmacology, including coming up
with innovative drugs and devices. These developments will enrich the local
ecosystem while meeting existing needs," said Liu Zongyu, Deputy
Editor-in-Chief and Content Managing Partner of VC Beat.
"I hope to report on health-related issues beyond COVID-19 such as chronic
diseases, or the latest developments in heart surgery and dementia because our
readers are relatively older, and Taiwan has a growing ageing population,"
explained Sisy Lee, Editor-In-Chief at Evergreen.
4.Skip the jargon
It is best to explain any jargon in your pitch and provide examples and context
to help journalists and their readers to understand your news angle and why it
matters to them.
"For healthcare-related press releases, avoid using jargon and make the
information as clear as possible so reporters can identify the right angle
themselves," said Ho Nhi, Journalist at Giao Duc.
Other key pitching tips from the media include pitching news with a positive
angle and keeping pitches short and concise. For additional advice and insights
into the APAC healthcare industry, download the PR Newswire's 2021 Healthcare
Media Pitching Kit (APAC Edition) here(
About PR Newswire
PR Newswire, a Cision Ltd. company, is a leading global provider of news
distribution and earned media software and services. In conjunction with
Cision's cloud-based communications product suite, PR Newswire's services
enable marketers, corporate communicators, and investor relations officers to
identify key influencers, engage target audiences, craft and distribute
strategic content, and measure meaningful impact. Combining the world's
largest multi-channel, multi-cultural content dissemination network with
comprehensive workflow tools and platforms, PR Newswire powers the stories of
organizations around the world. PR Newswire serves tens of thousands of clients
from offices in the Americas, Europe, the Middle East, Africa and Asia-Pacific
regions. Visit www.prnasia.com for more information.
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Caption: PR Newswire’s 2021 Healthcare Media Pitching Kit (APAC Edition)
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