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Why write a press release?
                                                        How the press works

   •   Your work is interesting
   •   Your work is important                       •   The media receive many press releases.
   •   You owe it to the world community.           •   You will not be given credit.
   •   You need the coverage.                       •   Journalists are busy.
                                                    •   Always send by e-mail.
                                                    •   Timing is critical.
                                                    •   Let the journalist do his work.
                                                    •   Be prompt and friendly.




   How journalists react                                News values (newsworthiness)


• The lazy/busy journalist waits for news.          • Hot – current, breaking news type of stuff
• The busy but less lazy journalist makes a call.   • Important – does it have impact for the reader.
• The gung ho journalist does a longer interview.   • Identification – can the reader relate to it.
                                                    • Sensationalism – bizarre, dramatic, funny, weird,
                                                      longest, smallest, fastest, first…
                                                    • Conflict or change – is there disruption to the known
                                                      order or a conflict of some sort.




   Summing up your idea and finding
                                                        Before writing
   your angle

• Six words – summary                               •   Why is it newsworthy?
• Three words – headline                            •   What do I want to say?
• One word - theme                                  •   To whom can I say it?
                                                    •   How can I say it?




                                                                                                              1
Structure of press release                               Language

•   Headline and sub-headline                            •   Common instead of scientific
•   Body – lead, details, consequences (news triangle)   •   Active instead of passive
•   Picture and caption                                  •   Short instead of long
•   Contact details                                      •   Specific instead of vague
                                                         •   Concrete instead of abstract
• KISS!
                                                         • KISS!
                                                         • Read, rewrite, reread, rewrite…




    Weed out                                                 Insert

• Words and phrases                                      • Active/descriptive verbs and phrases
    –   Hard                                             • Descriptions, metaphors, comparisons
    –   Long
    –   Abstract
    –   Passive
    –   Clichés
• Sentences
    – Long
    – Complicated
    – Unvaried length




    Checklist for press release                              Sending a press release

•   Is there too much or too little information?         •   Appropriate recipients
•   Have you chosen the right angle?                     •   Send as e-mail
•   Have you chosen the right style?                     •   Eye-catching words in ”subject”
•   Does it get the message across?                      •   Copy and attach
•   Does it sound good?                                  •   Photo
•   Are there spelling mistakes?                         •   Timing
•   Can the journalist contact you?                      •   Availability




                                                                                                  2
Good news

•   Research grants, start of project
•   Ongoing research
•   Impending results
•   Pending results
•   Final results
•   Events




                                        3

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Press release

  • 1. Why write a press release? How the press works • Your work is interesting • Your work is important • The media receive many press releases. • You owe it to the world community. • You will not be given credit. • You need the coverage. • Journalists are busy. • Always send by e-mail. • Timing is critical. • Let the journalist do his work. • Be prompt and friendly. How journalists react News values (newsworthiness) • The lazy/busy journalist waits for news. • Hot – current, breaking news type of stuff • The busy but less lazy journalist makes a call. • Important – does it have impact for the reader. • The gung ho journalist does a longer interview. • Identification – can the reader relate to it. • Sensationalism – bizarre, dramatic, funny, weird, longest, smallest, fastest, first… • Conflict or change – is there disruption to the known order or a conflict of some sort. Summing up your idea and finding Before writing your angle • Six words – summary • Why is it newsworthy? • Three words – headline • What do I want to say? • One word - theme • To whom can I say it? • How can I say it? 1
  • 2. Structure of press release Language • Headline and sub-headline • Common instead of scientific • Body – lead, details, consequences (news triangle) • Active instead of passive • Picture and caption • Short instead of long • Contact details • Specific instead of vague • Concrete instead of abstract • KISS! • KISS! • Read, rewrite, reread, rewrite… Weed out Insert • Words and phrases • Active/descriptive verbs and phrases – Hard • Descriptions, metaphors, comparisons – Long – Abstract – Passive – Clichés • Sentences – Long – Complicated – Unvaried length Checklist for press release Sending a press release • Is there too much or too little information? • Appropriate recipients • Have you chosen the right angle? • Send as e-mail • Have you chosen the right style? • Eye-catching words in ”subject” • Does it get the message across? • Copy and attach • Does it sound good? • Photo • Are there spelling mistakes? • Timing • Can the journalist contact you? • Availability 2
  • 3. Good news • Research grants, start of project • Ongoing research • Impending results • Pending results • Final results • Events 3