Speaking the Language of Journalists: How to Win Coverage That Builds Credibility

When it comes to healthcare PR, earning credible media coverage isn’t about luck - it’s about fluency. I don’t mean fluency in medical jargon or policy-speak, but in the language of journalists. Whether you’re pitching to Health Service Journal, The Guardian, or a regional BBC outlet, your success depends on your ability to translate complex healthcare messages into clear, human, and newsworthy stories.

As PR professionals in the healthcare space, we operate at the crossroads of science, policy, and people’s lives. Our job is to find that story sweet spot - where public interest, organisational goals, and journalistic integrity meet.

In this article, I’ll share how I approach media relations for healthcare clients, from NHS Trusts and ICBs to private clinics and medtech firms. These tips are about understanding how journalists think, what they value, and how PR can help them tell stories that resonate, while strengthening your organisation’s credibility and reputation.

1. Understand what journalists actually want

It’s tempting to think journalists exist to promote your organisation’s messages but they don’t. Their mission is to inform, investigate, and hold systems to account. If your story doesn’t serve their audience, it won’t land.

When working in healthcare, I’ve learned that journalists are looking for:

• Human stories – patients, staff, or innovations that make a real-world impact.

• Clarity – plain English explanations of clinical or policy topics.

• Authority – credible spokespeople who can provide insight, not just statements.

• Timeliness – relevance to current policy, seasonal pressures, or public interest.

Before I pitch, I ask myself: Why would this matter to the reader, viewer, or listener? If the answer isn’t obvious, it’s back to the drawing board.

2. Ditch the corporate spin

Journalists can smell spin from a mile away. In healthcare, where trust is everything, authenticity wins every time. Avoid phrases like “world-class,” “state-of-the-art,” or “game-changing” unless you can back them up with evidence or patient impact.

Instead, show, don’t tell. Provide data, expert quotes, and real examples that speak for themselves. I often encourage clients to tell stories through people: the nurse who developed a new triage process, the GP who launched a community hub, or the patient who regained independence thanks to innovation. These stories humanise complex healthcare systems and that’s what journalists love.

3. Build relationships, not just contact lists

Too many PR professionals treat media relations like a numbers game. They send blanket press releases and hope for the best. That approach doesn’t work, especially in healthcare, where specialist journalists cover niche beats and value long-term trust.

At Grey Sergeant, we focus on relationship-led media relations. That means:

• Taking time to understand journalists’ interests and recent work.

• Offering useful background information even when we’re not pitching.

• Being reliable - responding quickly, providing accurate details, and meeting deadlines.

When journalists know you’re credible, they’ll come back to you for expert comment or clarification. That’s where true media partnership begins, and where credibility compounds.

4. Simplify, don’t dumb down

Healthcare is complex. Journalists often have to explain medical, policy, or financial issues to the general public fast. The best thing you can do is make their job easier without oversimplifying the facts.

Here’s how:

• Use everyday language — replace “integrated care pathways” with “joined-up patient services.”

• Provide visual aids – infographics, short videos, or before/after case examples.

• Anticipate questions – “What does this mean for patients?”, “What’s the wider impact?”, “How is it funded?”

I always write media materials as if I’m explaining them to a friend over coffee. If they wouldn’t understand it, neither will the reader.

5. Be data-driven, but story-led

Healthcare communications often lean on numbers - patient outcomes, waiting lists, satisfaction scores. While data adds credibility, it rarely captures emotion.

To secure coverage that builds credibility, combine data and story. For instance:

“Over 3,000 patients have benefited from our early cancer screening pilot, including Sarah, who caught her diagnosis at stage one.”

Data gives journalists confidence; stories give them a hook. Together, they create compelling content that drives trust and visibility.

6. Offer expert voices - not corporate statements

Journalists want humans, not logos. Offer them spokespeople who can explain, contextualise, and empathise.

For healthcare clients, I often coach clinicians and executives on how to handle media interviews. The goal isn’t to sound perfect, it’s to sound credible, compassionate, and informed.

When selecting spokespeople, choose those who:

• Understand both the clinical and human dimensions.

• Can communicate clearly under pressure.

• Represent your organisation’s values.

The more relatable your spokesperson, the stronger your organisation’s reputation becomes.

7. Anticipate the follow-up questions

The best PR professionals think like journalists. That means being ready for scrutiny. If you pitch a story about reduced waiting times, expect to be asked: “How did you achieve that?” or “How does this compare to national figures?”

Transparency builds trust. Always prepare a Q&A with facts, figures, and context. Anticipate tough questions before they come, especially around patient outcomes, funding, or policy.

Credibility isn’t just about the story you tell, it’s about how confidently you stand behind it.

8. Tailor your story to each outlet

Not all media are created equal. A piece for The Times requires a different tone and level of detail than one for Pulse Today or Healthcare Leader.

I often break stories into layers:

• National news – broad societal impact or innovation.

• Trade titles – technical detail, leadership insight, policy impact.

• Local media – community benefit, staff and patient stories.

Tailoring your content for each audience increases pick-up rates and ensures consistent but relevant messaging across channels.

9. Follow up, don’t harass

A polite follow-up is fine, a barrage of emails isn’t. My rule: if a journalist doesn’t respond after two contacts, move on or reframe the story later.

Sometimes, the timing’s just off. Other times, the angle needs refinement. I keep notes on which journalists showed interest, what topics resonated, and what didn’t. Over time, these insights make pitching smarter and more strategic.

10. Measure what matters

Securing coverage is great, but credibility is the real goal. When evaluating media activity, I measure:

• Relevance – was it in the right publication?

• Sentiment – how was the story framed?

• Impact – did it influence reputation, engagement, or behaviour?

For healthcare organisations, media coverage isn’t vanity, it’s validation. It proves your voice matters in a crowded, often misunderstood sector.

Conclusion: Speak human, think journalistic

The best healthcare PR isn’t about shouting the loudest, it’s about being heard for the right reasons. When we speak the language of journalists, we don’t just win coverage; we earn trust, authority, and lasting credibility.

At Grey Sergeant, we believe effective healthcare communications come from empathy, clarity, and understanding how stories travel. Whether we’re helping an NHS Trust manage its reputation or supporting a private clinic to showcase innovation, our focus is always the same - tell human stories that make people care.

Because in the end, healthcare PR isn’t just about media hits. It’s about changing perceptions, one story at a time.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com