Wellness PR: getting health and wellness brands covered

Story angles that work for wellness

Journalists do not cover companies, they cover stories. These are the angles that most often earn wellness coverage:

• A new study, survey or dataset about how people sleep, eat, move or recover
• A credentialed expert (dietitian, physician, psychologist) who can comment on the news of the week
• A seasonal hook: New Year resets, summer fitness, winter mood, awareness months
• A founder story rooted in a real health experience, told without medical promises

How to run wellness PR yourself

1. Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
2. Build a short list. Find the 20 to 50 reporters who have covered wellness recently. A short list that fits beats a long list that does not.
3. Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
4. Follow up once. Three to five working days later, add something new rather than "just checking in".
5. Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.

What reporters on this beat want

• Link to the study or data behind every claim. Health editors will check.
• Make a qualified clinician available. Many outlets will not quote a marketer on medical topics.
• Lifestyle desks plan gift guides and seasonal features months ahead. Pitch early.
• Include price, stockists and high-resolution images in the first email.

Mistakes to avoid

• Making health claims you cannot support. Editors check, and regulators do too.
• Pitching a product with no expert attached. Health desks rarely quote a brand on its own.

Who covers wellness

InsightFuse lists 340 journalists, editors and producers whose role or outlet points to wellness coverage, across 26 countries. Here is where they work and what they do.

Browse journalists on these beats

Related guides

Frequently asked questions