Editor's Press Release of the Month | Cancer Council Australia – First-of-its-kind data shows non-melanoma skin cancer rates up to three times more common than all other cancers combined

Each month, Medianet’s editorial team selects a Press Release of the Month that demonstrates what it takes to cut through a crowded news cycle. For August, the Editor’s Pick goes to Cancer Council Australia for a release that takes new Australian Institute of Health and Welfare (AIHW) data and turns it into a powerful, immediately understandable public-health story.

The headline alone provides a compelling media hook: around 535,000 Australians have a common non-melanoma skin cancer removed each year - a figure that puts these cancers at around three times the prevalence of all others combined. The release then adds another important dimension: while the scale of the problem is enormous, most skin cancers are largely preventable through effective sun protection.

It is a strong example of how PR professionals can take complex new data and build a story around the numbers that can impact public health.

Five key takeaways for PR professionals:

1. Let the headline do the heavy lifting
(news value: impact | significance | human interest)

The headline immediately presents a statistic that is both surprising and easy to understand. Saying non-melanoma skin cancers are up to three times more common than all other cancers combined gives journalists a ready-made news angle and gives the public an immediate sense of scale. Importantly, the release doesn't make readers work to find the story. The most compelling data is front and centre.

PR takeaway: If your research contains a genuinely striking statistic, don't bury it halfway through the release. Give journalists the strongest news hook immediately.

2. Use authoritative new data to create a stronger story

(news value: authority | significance | impact)

The release is built around the first AIHW report of its kind to better estimate diagnosis and deaths from basal cell carcinoma and squamous cell carcinoma. That gives the announcement an important point of difference: this isn't just another warning about skin cancer - it provides new evidence about the scale of the illness. Cancer Council Australia then provides expert interpretation, with National Skin Cancer Committee Chair Sally Blane explaining what the findings mean in practical terms.

PR takeaway: New data creates the news; credible experts help journalists understand why it matters.

3. Turn a national statistic into a personal story
(news value: proximity | human interest | impact)

Skin cancer is an issue that is highly relatable to Australians. The release reinforces that connection with the finding that two in three Australians will be diagnosed with skin cancer in their lifetime, while identifying groups facing higher risk, including outdoor workers and people living in regional and remote areas. That contextualises an apparently large national statistic, rooting it in the personal.

PR takeaway: Large datasets become much more powerful when audiences can see where they fit into the story.

4.  Give the media a problem and a solution
(news value: impact | relevance | human interest)

The release doesn't simply announce alarming statistics. It makes the crucial point that most skin cancers can be prevented and provides a clear, memorable five-part sun protection message: protective clothing, SPF50+ sunscreen, a broad-brimmed hat, shade and sunglasses.

That gives the story a natural progression from scale → risk → action.

PR takeaway: A strong public-interest release should ideally answer two questions: Why should I care? and What can I do about it?

5. Make the story easy for multiple media formats to use
(news value: timeliness | relevance | prominence)

The release lends itself naturally to television, radio, online and print coverage. The headline statistic provides a strong broadcast hook, the AIHW data gives journalists credible numbers to report, and the expert spokesperson provides a clear interview opportunity. Medianet also carried accompanying audio news grabs, further increasing its usefulness to broadcast media.

The early pickup demonstrates the strength of this approach. Coverage appeared in publications including News Corp mastheads, such as The Courier-Mail, while the release was reproduced by other outlets.

PR takeaway: Think about the journalist's next step when writing the release. Give them the statistics, spokespeople, audio, visuals or other assets they can use to turn your announcement into a story.

Why this release stands out

As August's Medianet Editor's Pick for Press Release of the Month, Cancer Council Australia's release demonstrates how new evidence, a powerful headline, authoritative commentary and a clear public-interest message can combine to create genuine media cut-through.

The story succeeds because it doesn't simply tell Australians that skin cancer is a problem. It quantifies the scale in a way that is difficult to ignore - and then provides a practical response.

It also demonstrates the value of giving journalists multiple reasons to cover the same story: a major new dataset, a surprising statistic, strong Australian relevance, credible expert commentary and a clear prevention message.

For PR professionals, the lesson is clear: when you have compelling new data, find the number that makes people stop, explain why it matters and give them something useful to do next.