The changing role of media in public health campaigns

August 19, 2025

Rapid changes in how we engage with different media and interact with content requires new approaches to deliver public health messages effectively.

Declining trust in traditional media, the rise of new digital media and evolving ethical considerations have reshaped how health information is disseminated and consumed.

Here we explore some of these changes and offer practical insights for health communicators navigating the shifting sands.

Declining trust in traditional media

Public trust in traditional media outlets in Australia has been declining for several years. A 2019 Ipsos study revealed that trust in newspapers and magazines suffered a net decline of 16% over a five-year period, with TV and radio following closely behind at 13%. Online news websites and platforms experienced a 9% decline.

According to Edelman’s latest Trust Barometer, media outlets are trusted by only 37% of Australians; the media is now our least trusted ‘institution.’ In the post-COVID Trump era, our concerns about disinformation and fake news are intensifying, with 73% worried about false information or fake news being used as a weapon.

Research by Queensland University of Technology also highlights that audiences are seeking greater accountability and transparency in news content. Perceptions of bias and conflicts of interest are undermining trust and prompting calls for clearer demarcation between fact and opinion.

Getting health messages out needs a multi-channel approach

As trust in traditional media wanes, Australians are increasingly turning to alternative platforms for health information. A study by Torrens University found that 33% of participants used the internet to search for health information. General Practitioners (GPs) remain the most trusted source, with 88% rating them highly, followed by government websites (30%) and printed brochures (29%) as the next most trusted sources. We can all be relieved that these channels are still valued and we should keep them in the communications mix.

It’s interesting to see the rise of new online news platforms such as Kiindred and The Daily Aus. Kiindred, a leading Australian website, app and Instagram platform (35K followers), offers credible, expert guidance and support for new parents. Meanwhile, The Daily Aus now reaches 1 in 8 Australians aged 15-35 by providing digestible, engaging and independent news content written by – and for – young people, through its daily newsletters (200K subscribers, 52% open rate), podcast (280K monthly downloads, ranked #6 Australian news podcast on Spotify), Instagram channel (620K followers) and website.

These platforms show the potential of digital media outlets to reach and engage target audiences effectively while complementing traditional channels, including government websites.

We have recently collaborated with both Kiindred and The Daily Aus as part of public health campaigns for government and both were effective in reaching the campaign audiences.

PR-led content that can be trusted

The evolving media landscape has blurred the lines between PR and journalism. While PR-led content allows controlled messaging, this can raise ethical concerns regarding transparency and objectivity. The Australian Media, Entertainment and Arts Alliance’s Journalist Code of Ethics emphasises the importance of honesty, fairness and independence in journalism.

When providing content to media outlets, it’s imperative that communicators take ethical considerations seriously. Content should adhere to journalistic standards and be based on credible, evidence-based sources. The source of the content must be clearly identified, and any paid engagements – on all platforms – should be clearly acknowledged. As PR professionals we should be aware of and abide by the same ethical standards as journalists.

The role of influencers

The increasing use of social media and the popularity of online influencers has brought greater access to health information, but also a surge in misinformation. A recent University of Sydney-led study found that some influencers are sharing “overwhelmingly misleading” information about medical tests on social media.

This presents a serious challenge for public health communicators seeking to work with influencers to reach target audiences, as false or inaccurate messaging erodes trust and undermines the effectiveness of official health communications.

However, when harnessed strategically and managed appropriately, partnerships with influencers can play a powerful role in delivering reliable health messages, particularly among audiences who don’t engage with or trust traditional media outlets.

Recently, we helped the Australian Government successfully partner with several social media influencers as part of the national youth vaping education campaign. These partnerships are reaching young people with evidence-based, engaging health information that can shape attitudes and encourage healthier choices. Importantly, this engagement helped counter the existing pro-vaping narrative and provided an alternative view.

Fenton Communications’ experience recruiting influencers to deliver government health messaging on a range of health issues has been effective because our influencer engagement program is underpinned by extensive research, thorough due diligence, genuine collaboration and sound management. This is essential for maximising impact and mitigating potential reputational risks.

Our process begins by identifying influencers whose values and audiences align with the campaign objectives. We find the right mix of people whose messages will resonate and help us achieve the reach and impact needed to meet those objectives. We then collaborate with these individuals to create engaging, factually accurate content tailored to the intended audience.

As the media landscape continues to shift, staying responsive to these changes – while upholding integrity, evidence and trust – remains essential to delivering effective and impactful public health communication.

By John Fulcher