Editor’s Note: Ariane Lovell, Co-founder and Director of Public Relations at Trifecta Media Group, is back with another bit of our “Ask a Journalist” series. This time, she sits down with Jack O’Brien, Executive Editor at MM+M, to talk about what it takes to earn a journalist’s trust, why patient centricity matters, and how social media has reshaped healthcare storytelling.
As PR professionals, we spend a lot of time thinking about how to pitch effectively, build real relationships with reporters and tell stories that actually land.
On this one, Jack O’Brien, the Executive Editor at Medical Marketing and Media (MM+M), answers it all.
From the importance of feeling connected to your audience and telling accurate stories amid the speed of social media, to the traits and attributes a publicist should have to earn journalists’ trust.
Ariane Lovell for PRNEWS: Can you tell us more about your role, what it feels like taking on multiple responsibilities at once, and its impact on your team?
Jack O’Brien, MM+M: For me, more roles mean more responsibility and more people who are accountable to me. I’m out front for the organization in a way I wasn’t before. For my team, each member gets more responsibilities added to their respective roles, including myself. It's pleasing having a bigger hand in strategizing and making decisions.
Lovell: It’s really impressive that in my nearly two decades in this industry, mostly in healthcare, of course, your name and MM+M have consistently been a top priority for clients looking for compelling, accurate storytelling.
Let's go back a bit. What drew you to journalism?
Jack: Alright. So back in college, I got accepted into a business major, but deep down, it just wasn’t for me. I've always loved writing, whether it was student newsletters or something else. That, combined with a few other things I was drawn to, is what eventually pulled me into journalism.
What has kept me going is partly proving to people that this is a real, viable career path. It has kept me competing against an earlier version of myself.
But more than that, it’s the storytelling itself. Getting the facts right and actually connecting with the people reading them is what keeps me in it.
Lovell: How did you end up transitioning into healthcare specifically?
Jack: I started out covering politics: news, interviews, editing, all of it. At some point I wanted to try something different and healthcare is where I landed. I took a reporter role in the space, and almost ten years later, it’s still what I love doing. Covering health news, sitting down with health leaders, and engaging with the broader health system has basically become my career.
Lovell: Concerning healthcare marketing, do you have a defining moment or a notable story that has stayed with you?
Jack: I've got a couple. A few years back, a group surfaced on X, formerly Twitter, claiming that Pfizer was running a research experiment tied to the COVID vaccine. Of course, it gained visibility fast, and it looked pretty dangerous, so my team started asking questions and verifying what we could through outside sources.
The story ended up going viral. It got picked up by major outlets, earned recognition from editors we respected, and gave my team real credibility. Although it came with a lot of backlash and negative comments, it was a big breakthrough for my team and the biggest story we’ve ever pulled up.
Lovell: A lot of journalists struggle with this, so I need to ask: how do you balance authenticity with keeping your audience current on trending news?
Jack: A lot of that comes from my time as a political reporter. My audience doesn't have to know it all, but it’s my job to provide the key things they need to know. Breaking news that fits what my audience understands and helps them connect with it is a core value to me.
Lovell: In terms of coverage, what makes a pitch stand out to you?
Jack: I look at how closely it connects to my audience and how well it fits what my team actually covers. Those two things go hand in hand for me, and together they tell me very quickly whether something’s worth pursuing or not. Most of the time, when a pitch comes in, I know almost immediately whether it’s a fit.
Lovell: How do you handle feedback and reviews on podcasts and interviews?
Jack: I always make sure to take in positive reviews and how much our audience feels connected to us. This helps me focus on what my audience really wants and how to serve them better to keep engagement strong. You can't master perfect journalism in one day.
Lovell: How much have social media platforms influenced your editorial process and expectations for stories?
Jack: Some platforms are full of both information and misinformation, so we’re careful. But places like YouTube, TikTok, and even Reddit help us understand the whole thing to patient communities and how people are actually talking about their health.
When we combine that with LinkedIn, we get a fuller picture before we report anything.
Lovell: What’s that one shift in healthcare marketing that hasn’t gotten much attention yet, but you think will shape coverage and campaigns in coming years?
Jack: Social media and online presence. A number of brands haven’t established their presence across social media platforms yet. These platforms serve as a primary source of health advice for people. Brands should see this as a medium to put themselves out there. They need to connect to their audience and provide healthy insights to help with decisions.
Lovell: Patient centricity is a fundamental aspect of healthcare. From your perspective, what does it look like when brands get it right?
Jack: Basically, it means keeping the patient at the center of any marketing effort. The brands that do this well are the ones that stick with people. It’s all about bringing the marketing back to something personal, making sure a patient feels seen and heard, not just marketed to. Though there are certain restrictions to pharma marketing, there are ways we tell stories so it doesn’t feel like we’re just selling a product.
Lovell: What are some common qualities you notice among PR teams who are consistent with delivering newsworthy pieces?
Jack: Authenticity, specificity, and being concise. A publicist should know what to do and how to deliver information. Personally, I value reliability and audience relations. It's important that we understand what the audience really wants and work to deliver just that.
Lovell: For PR teams trying to build stronger relationships with you and your team, what advice would you give?
Jack: One crucial thing is to really know the journalists; play by their rules and style, not another’s. Prioritize building connections and professional relationships, keep to timelines, and be respectful and polite in business. Be trustworthy; avoid being dubious. That's my mantra.
I’d also add: it helps a lot when PR teams make sure their executives go through media training to really understand what they’re pitching. It makes everything run more smoothly.
Lovell: Last question. Are there any stories you’re hoping to work on, or people you’d love to interview down the line?
Jack: One thing my team has wanted for a while is to get real access inside pharmaceutical marketing offices, the same kind of relationship we’ve built with agencies and PR teams. We want to actually sit down with them, understand how they see things, and hear it straight from their side.
Jack O'Brien's career reminds us that no matter how fast social media moves, the principles of journalism remain the same. He started as a political reporter chasing the latest stories. Today, he is the Executive Editor at MM+M. His path tells us a simple truth: trust is built on accurate stories. If you want to follow Jack's work, find him on LinkedIn.
Ariane Lovell is the SVP, Health Media Relations at Weber Shandwick, Chair of Mentorship Programs at BPRS/NY, and Director of Public Relations at Trifecta Media Group.