Workshop given for PhD students of the Faculty of Aerospace Engineering of Delft University of Technology (TU Delft, The Netherlands), together with colleague Peter Baeten.

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Writing Workshop
Peter Baeten & Roy Meijer
December 14th 2017

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 Why?
 Who?
 What?
 How?
Communication strategy

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Why?
 Present results
 Invite public
 Inform colleagues
 Debate
 Start one
 Contribute to one
 Attract customers
 Get funds
 …

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 Scientists - inside your field, outside your field?
 Students
 Politicians
 Business people
 (Other) non-scientists: children, adults
 Etc…
 Journalists?
Who?

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What?
 First!
 I’m interesting, contact me
 Give me (more) money
 Buy my stuff
 We’re open, come on in / visit us
 Change your opinion
 Change your behaviour / lifestyle
 Don’t worry, all is well
 Start worrying, we’re doomed!
 Read this / check this out!
 Don’t try this at home
 Use sunscreen wisely
 Hi mom!
 …

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What counts as news?
 Now
 Wow
 Close to home (or exotic location)
 Societal impact
 Human (interest) element
 Conflict
 Unique (first, biggest, smallest, highest,...)
 Sports, health, sex, emotion
 Visual impact
 VIPs
 …

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What?
So What!

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Means

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How?
 Press release
 Call / mail / DM journalists directly
 Blog, Twitter, LinkedIn, Instagram, Facebook, etc.
 Internet, www.tudelft.nl
 Delta, Delft Integraal / Outlook
 Product presentation / launch
 Opinion piece, letter to the editor
 Personal visit
 Fairs, exhibitions, symposia
 Agenda
 Television
 Press conference
 Advert
 …

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Press release
• Why a press release?
• 5 W’s: Who, What, Where, When, Why
• 1 H: How?
• 1 extra W: Wow

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Structure
Headline
The news in one line
Telegram style
Lead
The ‘summary’ of the press release
5 W’s (& Wow optional)
Text
Clarification and background
Most important stuff first!
So what?
Note to the editor / More information
Contact info, practical info, links, etc.

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Headline
• Short and factual
• Has to convince journo to read on >
• Arouse curiosity
– Radar satellites able to measure ‘water stress’ in trees
– GrapheneX starts experiments with graphene as a
material for light sails
– Scanner for paintings turns out to be promising new
CSI tool
• No ? and no !
• Present tense, active

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Some general tips & tricks
• Get to the point, fast
• Avoid scientific terms / jargon
• Use ‘visual’ language
• Short and factual
• Use quotes and examples
• No hyperbole (‘best ever’)
• Use subheadings
• Avoid vague terms (many, a lot, a few)

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Contact
Peter Baeten
Science writer / journalist
P.J.H.Baeten@tudelft.nl
Roy Meijer
Science Information Officer / Press Officer
015 278 1751
06 140 15 008
r.e.t.meijer@tudelft.nl
@RoyMeijer
http://roy-meijer.nl