With Mental Health Awareness Month upon us, the spotlight on mental and behavioral health has never been brighter—or more complex. To help healthcare communicators navigate this evolving media landscape, we hosted a timely conversation with three leading health journalists:
- Alexa Mikhail, senior health & wellness reporter at Fortune
- Jessica Hagen, executive editor of MobiHealthNews
- Chris Larson, reporter at Behavioral Health Business
From workplace burnout to the aging population, youth mental health and a post-COVID investment reset, the panelists shared the top trends shaping their reporting—alongside practical insights for communicators looking to support meaningful, responsible mental health coverage.
Top Trends Shaping Mental & Behavioral Health Coverage
- Burnout and Workplace Mental Health: Journalists are seeing sustained interest in how people manage stress and mental health on the job—particularly across multigenerational workforces.
- The Aging Population’s Growing Impact: As older adults outnumber younger ones for the first time in U.S. history, solutions that support aging—especially in the workplace—are in demand.
- Behavioral Health Workforce Shortages: Ongoing labor shortages remain one of the sector’s biggest operational challenges. Organizations with real answers to this crisis stand out.
- Post-COVID Investment Reckoning: After a surge of pandemic-era funding, the digital health space is undergoing a shakeout. Journalists are watching which startups survive, consolidate, or disappear.
- Youth Mental Health and Tech Solutions: There is increasing investor and media interest in digital mental health tools for teens and college students, a segment gaining traction with consumers and funders alike.
Bridging the Gap: From Trends to Media Strategy
Understanding industry trends is just the first step. The real opportunity for PR professionals to elevate their clients’ brands lies in translating that awareness into smart, timely media engagement. So, how can communicators better partner with reporters to drive stronger coverage for their clients, especially during a saturated awareness month? Here are five actionable takeaways from the panel to help your mental health storytelling stand out:
- Don’t Just Show Up in May
Mental Health Awareness Month is a timely hook—but not a standalone strategy. Use May as a springboard to spotlight year-round thought leadership and timely expert access, especially around enduring challenges like youth mental health and aging. - Lead with Substance, Not Spin
Reporters are wary of overly promotional pitches. Peer-reviewed research, independent experts, and credible data—preferably backed by academia or third-party validation—will carry more weight than marketing claims. - Center Empathy and Human Stories
Lived experience and patient voices add depth—particularly on sensitive topics like suicide or adolescent mental health. But authenticity and sensitivity are key. - Timeliness + Access = Media Impact
A compelling pitch loses steam if your expert is unavailable. Ensure your spokesperson is ready and responsive when news breaks or a pitch goes out. - Exclusivity (and a Strong Subject Line) Wins
Stand out in crowded inboxes by frontloading the most newsworthy detail—funding, partnerships, policy implications—in the subject line. Offer exclusives when you can, whether it is new data, expert commentary on an emerging issue, or early insight on a regulatory shift.
Looking Ahead: A Shared Responsibility
As mental health remains central to national discourse, communicators play a pivotal role in shaping how stories are told. By staying grounded in trends, offering expert insights, and building strong journalist relationships, PR professionals can help move the conversation forward—with accuracy, empathy and impact.
The most effective stories don’t just inform—they build trust. May is a meaningful moment, but it’s only the beginning. As communicators representing innovative healthcare organizations, we have the opportunity to use this month as a catalyst—not a campaign endpoint—to elevate voices, challenge norms and champion our clients’ solutions that create lasting change.
We hope these insights help you refine your media strategy and better support year-round coverage of mental and behavioral health. [Watch the full panel discussion here].
Need help breaking through the noise? V2 is here to help. Reach out at info@v2comms.com, or find us at #DHIS25 in Boston, May 19–20—we’d love to connect.