Editor's Press Release of the Month | Dementia now accounts for more than 10% of all Australian deaths

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 October, the Editor's Pick goes to Dementia Australia for its announcement highlighting new Australian Bureau of Statistics (ABS) data showing dementia now accounts for more than 10% of all deaths in Australia.

The release draws on the ABS Causes of Death, Australia 2025 report, which confirms dementia remains Australia's leading cause of death. In 2006, dementia was the fourth leading cause of death, accounting for 5% of all deaths. Two decades later, that proportion has more than doubled.

What makes this release stand out is how it turns complex national health statistics into a clear story about a growing public health challenge, with strong evidence, historical context and a message that matters to Australians.

Five key takeaways for PR professionals:

1. Lead with the statistic that tells the story

(news value: impact | significance | human interest)

More than one in ten deaths in Australia are now attributed to dementia.

It's a confronting statistic that immediately communicates the scale of the issue.

Rather than leading with a general statement about the growing impact of dementia, the release gives journalists a clear, quantitative finding they can use in a headline.

The figure is also easy for audiences to understand. It takes a complex health issue and makes its national significance immediately apparent.

PR takeaway: Lead with your strongest finding. A clear, memorable statistic can give journalists an immediate reason to cover your story.

2. Use authoritative new data to strengthen your message

(news value: authority | timeliness | significance)

The release was timed to coincide with the publication of the latest ABS causes of death figures.

This gives Dementia Australia's announcement a credible and timely foundation. The organisation isn't simply repeating an existing concern. It's responding to newly released national evidence.

By drawing on an independent and recognised data source, Dementia Australia strengthens its message and gives journalists confidence in the findings.

The release also clearly identifies the source of the statistics, making it easier for journalists to verify the information and build their reporting around it.

PR takeaway: Look for opportunities to connect your organisation's message to credible new research or official data. The right evidence can turn an ongoing issue into a timely news story.

3. Show what has changed, not just where things stand

(news value: significance | impact | continuity)

One of the strongest elements of this release is the comparison with 2006.

Back then, dementia was Australia's fourth leading cause of death and accounted for 5% of all deaths. Today, it ranks first and accounts for more than 10%.

This historical comparison gives the announcement greater weight.

It shows that the latest figures are part of a significant long-term change, helping audiences understand why the issue deserves attention now.

For journalists, this provides useful context and an opportunity to explore how Australia's health challenges have evolved.

PR takeaway: Don't just present the latest number. Show how it compares with previous years, established benchmarks or earlier research. Context helps turn data into a story.

4. Find different angles within the same announcement

(news value: human interest | relevance | impact)

The release also highlights the disproportionate impact of dementia on Australian women.

Dementia has been the leading cause of death for women since 2016, and women accounted for 61.1% of all dementia deaths in the latest figures.

The data also shows that dementia caused almost twice as many deaths among women as ischaemic heart disease, the second leading cause.

These findings give journalists additional ways to approach the story.

The overall figures provide a national health news angle, while the gender breakdown creates opportunities for women's health, ageing, healthcare and community reporting.

Each angle adds something meaningful without losing sight of the central message.

PR takeaway: Look closely at your data for findings that matter to different audiences. A strong release can offer several relevant story angles while keeping one clear message.

5. Connect the findings to a clear call for action

(news value: impact | relevance | human interest)

Dementia Australia's announcement does more than report the latest figures.

Chief Executive Officer Professor Tanya Buchanan uses the findings to reinforce the urgent need to raise awareness of dementia and address its growing impact as a public health issue.

This gives the release a clear purpose.

The statistics establish the scale of the challenge, while the organisation's response explains why the findings matter beyond the numbers.

The message also connects Dementia Australia's expertise and advocacy role to an issue affecting individuals, families and communities across Australia.

PR takeaway: Don't assume the significance of your findings will speak for itself. Explain what the evidence means, why it matters and what needs to happen next.

Why this release stands out

As October's Medianet Editor's Pick for Press Release of the Month, Dementia Australia's announcement demonstrates how powerful a data-led press release can be when it combines a strong headline statistic, credible evidence and a clear public-interest message.

The release doesn't rely on complicated language or try to communicate too many messages at once.

Instead, it leads with a significant national finding, shows how the issue has changed over time and highlights its particular impact on Australian women.

It also uses the latest ABS data to bring renewed attention to a health issue that continues to affect Australian families and communities.

For PR professionals, the lesson is clear: strong data is a starting point, but it's the context, relevance and clarity of the story that make it newsworthy.

When research reveals something significant, lead with the finding, explain what has changed and make it easy for journalists to understand why their audiences should care.