Earned Trust: Why Media Still Matters in Healthcare

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by Linda Zebian, Vice President of Communications at Muck Rack, for a timely and insightful conversation about the evolving—and increasingly vital—role of earned media in health marketing. With trust in the media waning, AI blurring the boundaries between fact and fabrication, and journalists facing unprecedented pressures, the landscape for marketers has never been more complex—or more full of opportunity. Drawing from her leadership at Muck Rack and her decade shaping communications at The New York Times, Linda brings a unique perspective on how earned media not only raises visibility, but delivers true business impact. Together, Sara and Linda explore what health brands must do to build credibility, foster authentic relationships with journalists, and adapt their strategies to meet new realities in 2025 and beyond. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Earned Media Is at a Pivotal Moment—Full of Challenges and Opportunity While media skepticism and AI-driven misinformation represent real threats, Linda Zebian highlights a rebirth underway: New technology, especially generative AI, is increasingly surfacing information from credible news organizations. For brands, this means investing in earned visibility and supporting traditional journalism is more valuable than ever. Genuine collaboration between PR, marketers, and journalists is the key to long-term influence. 2. Journalist Burnout Is Real—And Brands Must Respond Thoughtfully Muck Rack’s annual surveys reveal significant stress and burnout among journalists: half considered quitting in the last year, with 42% having previously left jobs for mental health reasons. Despite this, most plan to stay in the field—a testament to journalism’s critical role. For brands, this translates into a responsibility: be concise, targeted, and respectful when pitching. Avoid the “spray and pray” approach; respect journalists’ time and workload. 3. The Anatomy of a Great Pitch: Less Is More (and Relationships Matter Most) Successful pitching is not about volume, but about relevance, brevity, and personalization. Key elements of a strong pitch include: Keep it under 200 words and send early in the week and day. Make it about the journalist’s audience—not your milestone or product. One follow-up is plenty; building authentic relationships outside of pitching cycles is the real differentiator. Engage with trade and niche publications, not just national outlets, to drive meaningful impact. 4. Reputation and Authenticity Reign Supreme in a Distrustful Age Today’s consumers—especially millennials and Gen Z—care deeply about brand values and authenticity. Brands must consistently stand for something meaningful, communicating it fearlessly and transparently across all channels. Reputation is shaped by every touchpoint, from earned media to social engagement to internal communications. Failing to show up in these conversations carries real risks. 5. GEO (Generative Engine Optimization) Is the Next Frontier for Earned Visibility With AI-powered content discovery on the rise, brands must look beyond traditional SEO to GEO, ensuring they are present in the reputable sources surfaced by AI tools and large language models. Earned media coverage in high-quality outlets now directly influences brand discoverability in the new information economy—as does having spokespeople who provide credible, unique, and data-backed expert insights. Thank you for joining us on the Health Marketing Collective, where strong leadership meets marketing excellence. If your team is ready to build stronger relationships with journalists and leverage earned media for long-term brand reputation, check out the latest research from Muck Rack here: State of Work-Life Balance in Journalism 2025 | Muck Rack You can find their full research library here. The future of healthcare—and your brand—depends on how you show up in the conversation. We’ll see you next time. [embed]https://youtu.be/zomDUg6yKik[/embed] About Linda Zebian Linda Zebian is Vice President, Communications at Muck Rack, where she sets communications strategy for Muck Rack’s enterprise, including messaging, issues management, media relations, social media and employee communications. She joined Muck Rack in January 2022 as its first Director of Communications. Previously, she spent a decade at The New York Times in various communications roles, supporting Growth, Product, and Technology to drive subscription growth, boost retention, strengthen brand affinity, and attract top talent.