Editor's Press Release of the Month | 91% skipping meals, 60% eating expired food and 1 in 5 eating from bins – New Salvos Report exposes Cost-of-Living Emergency for Australia’s Poorest

May was dominated by Federal Budget coverage, with inboxes flooded by embargoed economic analysis, sector responses and political commentary. Yet amid one of the busiest media cycles of the year, a report linked to The Salvation Army’s Red Shield Appeal cut through - not by competing against the Budget narrative, but by reframing it through lived experience.

While many organisations focused on fiscal measures and headline economics, Salvos brought the conversation back to the human reality behind the numbers. The result was a release that felt urgent, emotionally resonant and impossible to ignore - making it Medianet’s Editor’s Pick for Press Release of the Month.

Five key takeaways for PR professionals:

1. Lead with confronting, impossible-to-ignore statistics
(news value: impact | significance | human interest)

The press release opens with stark figures: 91% skipping meals, 60% eating expired food and nearly one in five eating from bins. These numbers immediately establish emotional heft and urgency, while remaining grounded in original research from more than 4,400 Australians seeking emergency relief support.

PR takeaway: Strong data works best when it is both credible and emotionally arresting. The headline alone told journalists this was more than another cost-of-living story.

2. Reframe a national issue through lived realities

(news value: proximity | impact | relevance)

Rather than discussing inflation or household pressures in abstract terms, the release shows what economic hardship actually looks like: children going to school hungry, families watering down food and people relying on public spaces to stay warm. In a month saturated with Budget analysis, this release succeeded because it translated policy discussion into lived experience.

PR takeaway: When major political or economic stories dominate the cycle, the strongest communications are often the ones that humanise the issue.

3. Use embargo strategy to maximise media engagement
(news value: timeliness | prominence)

One of the smartest media strategies behind this release was the use of an early afternoon embargo distribution the day before publication. This gave journalists valuable lead time to review the report, arrange interviews and contact spokespeople before the embargo lifted. Following a crowded couple of weeks of the Federal Budget dominating the news cycle, this approach increased the likelihood of meaningful engagement rather than last-minute inbox overload.

PR takeaway: Embargoes are not just about exclusivity, they are about preparation. Giving media adequate time can dramatically improve pickup quality and interview opportunities.

4.  Align campaign messaging with broader national conversations
(news value: timeliness | relevance | conflict)

Although tied to the annual Red Shield Appeal, the press release was framed within the broader national conversation around cost-of-living pressures and inequality. It connected seamlessly with ongoing Budget debates around welfare, housing affordability and economic stress, without sounding opportunistic.

PR takeaway: Campaign communications land more effectively when they tap into the conversations the media and the public are already having.

5. Pair urgency with a clear public call to action
(news value: impact | conflict | relevance)

Importantly, the release did not leave audiences feeling helpless. By linking the findings directly to the Red Shield Appeal and explaining how donations support emergency accommodation, meals and financial assistance, the story moved naturally from awareness to action.

PR takeaway: The best advocacy releases don’t just highlight a problem, they show audiences how they can respond.

Why this release stands out

This media release achieved something difficult during one of the noisiest media periods of the year: it made people stop.

By combining powerful research, empathetic storytelling, strategic embargo timing and a clear connection to the national economic conversation, The Salvation Army created a release that rose above the Budget noise while still remaining deeply connected to it.

For PR professionals, the lesson is clear: in crowded news cycles, the stories that cut through are rarely the loudest, but they are the most human.