How to Write Effective Press Releases for Research Findings

Photo Press Release Template

A press release is a written communication directed at members of the news media for the purpose of announcing newsworthy information. The primary objective of a press release is to generate media coverage and public interest in the subject matter being announced. This could encompass a range of topics, including new product launches, significant company milestones, groundbreaking research findings, or upcoming events.

Press releases are an essential tool for businesses, organisations, and individuals to communicate with the public and the media. They serve as an effective means to disseminate information and create awareness about a particular topic or event. Press releases function as a bridge between the organisation or individual issuing the release and the media.

They provide journalists with all the necessary information and details about the announcement, facilitating the creation of news stories. Press releases also offer an opportunity to control the narrative and ensure that key messages are communicated accurately and effectively. In addition to generating media coverage, press releases can contribute to search engine optimisation (SEO) by increasing online visibility and driving traffic to a website.

Ultimately, the purpose of a press release is to inform, engage, and persuade the media and the public to take notice of the news being announced.

Summary

  • A press release serves to inform the media and the public about newsworthy events or information related to a company or organisation.
  • Newsworthy research findings should be timely, relevant, and have a significant impact on the target audience.
  • A compelling headline and lead should grab the reader’s attention and succinctly convey the most important information.
  • Body content should be clear, concise, and provide additional details and context to support the headline and lead.
  • Including quotes and supporting data from credible sources can add credibility and depth to the press release.

Identifying Newsworthy Research Findings

Timeliness is Key

For research findings to be considered newsworthy, they should be timely, significant, and have a potential impact on the industry or community. Timeliness is essential because news is constantly evolving, and journalists are always looking for fresh and relevant stories to cover.

Significance and Human Interest

Significant research findings are those that have the potential to change or influence current practices, beliefs, or policies within a particular field. These findings should be backed by credible sources and data to lend them legitimacy and authority. In addition to timeliness and significance, newsworthy research findings should also have a human interest angle. This means that the findings should be relatable and have an impact on people’s lives or society as a whole.

Understanding the Target Audience

Understanding what matters to the audience and how the research findings can resonate with them will help in crafting a compelling press release that captures their attention. For example, research findings that have implications for public health, environmental sustainability, or technological advancements are likely to be considered newsworthy.

Crafting a Compelling Headline and Lead

The headline and lead of a press release are arguably the most critical elements as they determine whether the reader will continue to engage with the content. The headline should be attention-grabbing, concise, and informative. It should convey the most important aspect of the announcement in a compelling way.

A good headline should pique the reader’s curiosity and entice them to read further. It is essential to use strong, action-oriented language and avoid jargon or technical terms that may not be easily understood by the general audience. The lead, or opening paragraph, of a press release should expand on the headline and provide additional context and details about the announcement.

It should answer the who, what, when, where, why, and how of the news being announced. The lead should be written in a clear and engaging manner to hook the reader’s attention from the outset. It is important to keep the lead concise and focused, providing just enough information to entice the reader to continue reading.

Including a compelling quote or statistic in the lead can also help to draw in the reader and make the announcement more impactful.

Writing Clear and Concise Body Content

The body content of a press release should provide all the necessary information about the announcement in a clear and concise manner. It should expand on the key points mentioned in the lead and provide additional context, background information, and supporting details. The body content should be structured logically, with each paragraph focusing on a specific aspect of the announcement.

It is important to use simple language and avoid unnecessary technical jargon that may alienate readers. When writing the body content, it is crucial to maintain a neutral and objective tone. The information presented should be factual and supported by evidence or data where applicable.

It is also important to highlight the benefits or significance of the announcement and how it will impact the target audience. Including relevant quotes from key stakeholders or experts can add credibility and depth to the content. The body content should be written in a way that is easy to understand and digest, ensuring that the reader can quickly grasp the key points of the announcement.

Including Quotes and Supporting Data

Quotes from key stakeholders, experts, or individuals involved in the announcement can add credibility and human interest to a press release. Including quotes provides an opportunity for personalisation and adds a human touch to the announcement. Quotes should be relevant, insightful, and add value to the overall message of the press release.

They should also be attributed accurately to the source to maintain transparency and credibility. Supporting data and statistics can also strengthen the content of a press release by providing evidence and context for the announcement. Data can help to quantify the significance of the announcement and provide additional credibility.

When including data, it is important to ensure that it is accurate, up-to-date, and relevant to the announcement. Visual elements such as charts, graphs, or infographics can also be used to present data in a more engaging and accessible format.

Formatting and Style Guidelines

The formatting and style of a press release play a crucial role in its readability and impact. Press releases should follow a standard format that includes a headline, dateline, lead paragraph, body content, boilerplate, and contact information. The headline should be bold and attention-grabbing, while the dateline should include the release date and location of the announcement.

The lead paragraph should summarise the key points of the announcement, while the body content should provide additional details in a clear and concise manner. In terms of style, press releases should be written in third person and use an objective tone. It is important to avoid using promotional language or making exaggerated claims in a press release.

The content should be focused on providing information rather than selling or promoting a product or service. Additionally, press releases should be free from grammatical errors, typos, or spelling mistakes. Proofreading and editing are essential to ensure that the press release is polished and professional.

Distribution and Follow-Up

Once a press release has been crafted, it needs to be distributed effectively to reach its intended audience. There are various distribution channels available, including newswire services, media databases, email distribution lists, social media platforms, and direct outreach to journalists. It is important to select distribution channels that are relevant to the target audience and have a high likelihood of reaching journalists and media outlets.

Following up after distributing a press release is crucial to maximise its impact. This involves reaching out to journalists and media contacts to ensure that they have received the release and to answer any questions they may have. Following up also provides an opportunity to pitch additional angles or offer interviews with key stakeholders to further generate media coverage.

Building relationships with journalists through regular communication can increase the chances of getting media coverage for future announcements. In conclusion, crafting an effective press release requires careful consideration of its purpose, newsworthiness, content, formatting, distribution, and follow-up strategies. By understanding these key elements and following best practices for writing and distributing press releases, organisations and individuals can effectively communicate their news to the media and engage their target audience.

If you’re looking to improve your press release writing skills for research findings, you may also be interested in an article on the Research Studies Press website titled “Hello World”. This article provides a basic introduction to the world of research studies and could be a helpful starting point for those new to the field. Check it out here.