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<span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text" >Telum Vox Pop: International Day of Happiness 2025</span>

Telum Vox Pop: International Day of Happiness 2025

On the 20 th of March, the world comes together to celebrate International Day of Happiness. In the spirit of this global occasion, Telum Media spoke with six communications professionals to explore what keeps them happy and motivated at work, as well as their "happy places" beyond the office.

Here's what they had to share about finding joy in both their careers and personal lives.

What’s your secret to staying happy and loving what you do at work?

Erica Llorico, Senior Account Director, Poem
I embrace variety, stay curious, and always come in with a growth mindset. I’m also lucky that I work as part of a team where we can honestly say we come to work as our genuine selves, everyone's kind, and we consistently get to work on cool campaigns for our clients. Recipe for a happy gal, really!

Varun Chakravarty, Head of Technology, Edelman
I like to think of work as a game of Tetris - new challenges keep dropping in, sometimes faster than expected, and the trick is to stay calm, find the right fit, and keep things moving. I find energy in making sense of the chaos and turning it into something meaningful.

But what truly keeps me happy is the people. The real strength of any organisation lies in the diversity of its teams - different perspectives, experiences, and ideas always lead to unexpected and out-of-the-box solutions. At the same time, I believe we shouldn’t take things too seriously. A positive and calm mindset, with empathy at the centre, makes all the difference. That’s where good work becomes great, and where my happy place truly is.

Lately, I've also been focusing on upskilling and re-learning, which has been a challenging but rewarding process. Seeing technology complement human thinking, unlocking solutions I hadn’t considered before, has been both humbling and exciting - reinforcing just how powerful continuous learning can be.

Finally, meditation keeps me centred when things get chaotic, and the power of reading speaks for itself - two habits that keep me sharp and energised. And, of course, a sense of humour always helps!

At the end of the day, it's the people, the challenges, and the constant learning that make work something I genuinely love.

Yvonne Sewankambo, Senior Communications Consultant​​​​​​,Sedgwick Communications
Not spending too much time worrying about what I can't control, especially given the unpredictable nature of PR and life. I say "too much" because I’m human - there will, of course, be times when the worry does creep in. The secret is to not dwell on it - because I can then spend those hours, days or even months (yikes!), using my limited time and energy for something far more positive.

I can't control a client doing something I wouldn't, a journalist saying no to a pitch I thought would be right up their alley, or my son needing to be picked up from daycare 30 minutes after I've dropped him off. But I can control the crisis communication plan I set up, the tweaked pitch I send to another media target, and how my husband and I tag team on a workday with a sick toddler. So, that’s what I choose to focus on.

I also believe I still love what I do at work because my career is not my whole identity. I am able to get through the tough days simply because I’ve made a conscious effort to ensure work is not my everything.

Gus Goswell, Nature and Climate Communications Specialist, Gus Goswell Media
Most of my storytelling and communications work is about threats to nature and the climate pollution crisis. At first glance, they don't look like ingredients for a happy work life, but I find great satisfaction and, yes, happiness in this work.

The client communications part of my business is mainly working with organisations that advocate for nature protection and restoration and action on climate change, and incorporating active hope and happiness into this storytelling is essential. Grief and anger can motivate us to act, but I believe it is a shared sense of optimism, joy, determination and community that sustains us.

Healthy nature gives us so much: clean air, clean water, food, medicine and - vitally - a deep sense of wellbeing and happiness. Whether I am writing an article, scripting a podcast episode, or presenting media training, I feel I am constantly learning from nature and I try to be inspired by the natural world in everything I do.

It isn't always easy to hold onto hope and happiness when you're writing and communicating for a better future for nature and our climate, but it is deeply satisfying to know that my work is a reflection of my values and those of millions of other nature lovers. That sense of meaning is something I am grateful for, which often makes me happy.

Sinelle Fernandez, Senior Account Manager, Mango Communications Aotearoa NZ
Being happy at work comes largely from the environment you're in. I've been so lucky to work with the loveliest girls at Mango, where the banter and chit-chats never stop.

The clients we work with have also been truly kind, and that helps make our jobs so much easier, helping us love what we do.

Racheal Clayton, Account Executive, Archetype
There's no universal secret to staying happy at work, but I believe it helps to remember that work comes in peaks and valleys. The key is to focus on the positives that come with both. By taking into account that challenges and stress points are also opportunities to learn and grow, not just in your career but in your personal development as well.

The difference between simply being content and truly loving what you do lies in your attitude and approach to work. Staying curious and embracing continuous learning creates a sense of purpose and keeps me motivated.

Whether it’s progressing in your role, upskilling, taking on more responsibility, or even strengthening your network of contacts, there’s always room to improve. This commitment to always evolving is what makes work fulfilling.

Where’s your happy place outside of work - an adventure, hobby, or a side hustle?

Erica Llorico

I'm a lover of music. I especially love curating playlists for different moods, situations, people etc, which I then share with the office every Friday (guess the love for burnt CDs / mixtapes from childhood never left me!). Definitely a 'happy place' for me.

Varun Chakravarty
Happiness has meant different things to me over the years - right now, it’s about rhythm and flow. Movement keeps me energised - whether it’s football, lifting weights, or making music. Then there are the quieter moments - reading, meditating, or sitting with my guitar, trying to put rhythm to paper.

Lately, I've been practising the art of slowing down - being more present in the process rather than always chasing what's next. That also means stepping away from devices and simply being in the moment - whether it’s re-learning old passions from the ground up or something as simple as enjoying a quiet coffee with my partner, with no distractions, just good conversation. There's something refreshing about stripping things back, finding joy in the small moments and embracing the momentum of learning again.

It all comes down to mind, body and fuel - keeping the body active, the mind engaged, and the spirit recharged. Sometimes, the best way to do that is to get in the car and hit the motorways. There's something about the open road that clears my mind and resets everything.

That balance of adrenaline and reflection, motion and stillness, learning and re-learning - that's what keeps me grounded. That's my happy place.

Yvonne Sewankambo
I have a few happy places, but one of my favourites is whenever I’m writing. I'm a published author of two children's books - "Good Hair" and "First There Was Me, Then There Was You" - with a third on the way later this year. So, any chance to work on my next book brings me joy.

And although I don't get to read for leisure as much as I did a few years ago (due to many life commitments), I always enjoy sitting down with a cup of tea and a good book as time seems to stand still.

Swimming and boxing also bring so much peace! I'm constantly amazed by how quickly my brain shuts everything else out the minute my feet push against a pool wall, or I throw that first punch.

Gus Goswell
Despite how aware I am of the many threats to nature - or perhaps exactly because of that awareness - nature is my happy place. I'm happy if I'm watching my kids explore a rock pool, if I'm surrounded by birds doing their thing in the bush or the backyard, if I am camping near a snow gum, or just nerding out about weird and wonderful wildlife with other nature lovers.

International Happiness Day is a great day to experience the joy and wonder of the nature that's all around us, but so is every day! And every day is a great day for us all to do what we're able to do to celebrate and help care for nature and our climate.

Sinelle Fernandez
Outside of work, I mostly enjoy spending time with my family, going to the gym, dancing, and recently, gardening! My summer garden has been thriving, and it's been incredibly rewarding seeing it grow and bringing in delicious home-grown fruit and veggies in everyday!

Racheal Clayton
The place I feel most at peace is anywhere that brings me closer to nature. Whether it's the beach, a quiet lake or the mountains, switching off from technology and just being in the moment helps me reset. It's a reminder of what really matters and makes me appreciate how lucky I am.

With so much of our week spent staring at screens, I think it’s important to unplug - not just from technology, but mentally too. It's so easy to check your phone for a quick work update and suddenly feel like you're always "on".

That's why being outside is my happy place. It's my personal "do not disturb" mode, where I can truly switch off, recharge and step into a new week feeling refreshed.
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Are media releases dead? What 10,000 journalists told us they want from PR Teams in 2026

Every few years, someone declares the death of the media release.

Today, the arguments sound familiar. Journalists don't read them anymore. Everything is social-first. AI is replacing traditional media outreach. It's all about the pitch. Press releases are becoming little more than AI-generated filler.

And yet, when we speak with journalists across Asia Pacific and the Middle East, a different picture emerges.

Media releases aren't dead, but expectations around them have changed significantly.

We've analysed more than 10,000 Journalist Interest Survey responses in the Telum Media platform collected over the past five years, alongside insights gathered from conversations with editors, reporters, and producers across the region.

Key takeaways:

  1. Journalists still value useful PR content
  2. Relevance matters more than reach
  3. The pitch and the release serve different roles
  4. The best releases reduce friction for journalists
  5. Modern releases need to support multiple platforms

The conclusion is clear: journalists still value media releases, but they value them for different reasons than they once did.

The media release has evolved from a distribution tool into something far more strategic.

The media release is no longer the story

For decades, many PR professionals treated the media release as the centrepiece of media relations activity.

Write the release. Send it widely. Hope for coverage - “spray and pray”.

That approach was far from perfect, but you could get away with it in an era when newsrooms were larger, competition for attention was lower, and journalists had more time to evaluate incoming information.

Today's reality is very different.

Journalists are producing content across multiple platforms, often with smaller teams and tighter deadlines. Their inboxes are flooded with pitches, announcements, thought leadership submissions, and increasingly, AI-generated content.

As a result, journalists have become far more selective about what earns their attention.

The modern media release is no longer just about news stories. It has become a source-of-truth asset, a newsroom resource, and a content hub that supports broader communications activity.

The best PR teams understand this shift.

“The strongest message from journalists can be summarised in a single phrase: ‘Understand what I cover’. Relevance remains the most important factor in successful media engagement.”

What journalists are actually rejecting

One of the most revealing findings from our analysis is that journalists are not rejecting PR content altogether.

What they're rejecting is low-value outreach.

Across thousands of responses, the same frustrations appeared repeatedly:

    • Irrelevant pitches
    • Generic outreach
    • Mass distribution
    • Weak story angles
    • Excessive follow-ups

In other words, this is less a rejection of media releases and more a rejection of poor media relations practice.

The strongest message from journalists can be summarised in a single phrase:

"Understand what I cover."

Relevance remains the most important factor in successful media engagement. In fact, our journalist surveys over the past two years have seen a sharp increase in a desire for both relevance and personalisation in pitches.

Journalists increasingly assess pitches within seconds. If the connection to their beat, audience, or current priorities isn't immediately obvious, the opportunity is often lost before the email is even opened.

The pitch and the release have different jobs

One of the biggest misconceptions in modern media relations is treating the pitch and the release as the same thing.

They are not.

The pitch exists to earn attention; the release exists to support the story.

The best pitches are:

    • Brief
    • Human
    • Relevant
    • Contextual
    • Conversational

The best releases are:

    • Structured
    • Factual
    • Complete
    • Reusable
    • Easy to reference

At a recent Telum Media event, a senior journalist described the fastest way to kill a pitch with a single word: “Respect”. Or a lack thereof.

A generic greeting. A story unrelated to their beat. A mass-produced email that demonstrates no understanding of their audience.

All signal a lack of respect for the journalist's time and expertise.

High-performing PR teams increasingly write pitches and releases for different audiences. The pitch is written for the journalist. The release is written for the journalist's audience.

That distinction matters.

Why journalists still value media releases

Despite predictions of their demise, journalists continue to actively request media releases.

But they want releases that help them work more efficiently.

The most common requests include concise writing, clear headlines, strong news angles, supporting data (with downloadable images and assets), spokesperson access, and easy-to-use formats.

These preferences reveal the modern role of the release: it functions as a workflow tool.

A strong release helps journalists:

    • Understand the story quickly
    • Verify information
    • Access supporting materials
    • Build content efficiently

The best releases reduce friction. And in today's newsroom environment, reducing friction is often more valuable than generating hype.

Think beyond media coverage

Another major shift is that media releases are increasingly serving multiple audiences.

A modern release doesn’t just support journalists; it might also support clients and prospects, employees, investors and analysts, partners, and search visibility.

Rather than creating a single-use document, leading communications teams are building content ecosystems.

The release becomes the foundation for:

    • Media outreach
    • Newsroom content
    • Executive communications
    • Social media content
    • Email campaigns
    • Sales collateral
    • Thought leadership activity

This approach not only improves consistency but also increases the return on investment from every announcement.

Media Releases - Releases today

The role of the modern media release

 

Not every story needs a release

Perhaps one of the most important lessons is recognising when a media release is the wrong tool.

Releases tend to perform best when there is:

    • Genuine news value
    • Multiple stakeholder audiences
    • A need for factual consistency
    • Strong supporting assets
    • Broader business significance

They are often less effective for internal milestones framed as major news (or self-congratulatory announcements), generic thought leadership, and untargeted mass outreach.

In some situations, a targeted pitch, LinkedIn strategy, executive commentary programme, or direct relationship-based outreach may be more effective.

Good communications strategy isn't about defaulting to a media release; it's about choosing the right tool for the objective.

A framework for modern media releases

If there is one word that captures what journalists are asking for today, it is respect.

At Telum Media, we summarise this through the RESPECT framework:

R – Relevance
Make it relevant to the journalist, their audience and the moment.

E – Efficiency
Help journalists work faster through clear, concise, and usable content.

S – Substance
Provide genuine value through expertise, data, insight, or access.

P – Personalisation
Demonstrate that you've done your homework.

E – Ecosystem
Think beyond the release and consider how it supports broader communications goals.

C – Clarity
Make the key message immediately obvious.

T – Timing
Reach out at the right time, not simply any time.

Media Releases - RESPECT

What journalists are asking for in a pitch / media release: RESPECT

 

The future of the media release

The debate over whether media releases are dead misses the point.

The more useful question is how do we make releases work better in today’s media environment?

Journalists still value relevant information, credible sources, strong story angles, and efficient communication. Media releases continue to play an important role in delivering those things.

But success today depends less on the existence of the release itself and more on how strategically it is used.

The media release remains a valuable communications tool.

Just not in the way many of us were taught to use it.

 

FAQs

Are media releases still useful in 2026?

Yes. Journalists still value media releases, but these days want targeted outreach, relevance to their beat, alignment with their audience, and contextual pitching.

What makes a media release useful to journalists?

Journalists are looking for releases in a format that helps them work efficiently. Which means releases that are concise, factual, with a clear angle, contain usable quotes, and come with downloadable assets and supporting data.

What is the difference between a pitch and a media release?

A pitch earns the journalist’s attention in their cluttered Inbox. A media release supports the story by providing structured, factual, and reusable information relevant to their audience.

 

With more than 30 years’ experience spanning journalism, corporate communications and media intelligence, Reuben Aitchison is Telum Media’s Head of Insights and Communications.

Explore Telum Media tools that help PR teams pitch with precision. 

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Rika will help steer corporate and consumer retainer accounts, bringing together PR, social, and creative campaigns. She will also work with Chief Executive Officer Douglas Wright and General Manager Reena Llanillo to develop and implement issues management strategies.

Rika joined Wrights in August 2025 as a Senior Communication Consultant, bringing experience from PR agencies, as well as from in-house roles across APAC, particularly in the Singapore market.

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