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  • 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