A news release that provides journalists and other readers an accessible, complete account of your research should contain the following elements. (Condensed from Chapter 10 of Explaining Research):
- An informative top that includes institutional, contact, and embargo information
- A clear compelling headline
- A tight "lede" that concisely conveys the essence of the research findings
- A high "nut graf" that tells the journalist or lay reader why the story is important
- A high "news peg" that gives information on the scientific publication or other reason for issuing the release
- An inverted pyramid style that summarizes the key concepts first, with background relegated to later in the release
- Concise explanations of the scientific concepts
- Caveats about the research
- A broader perspective on how the findings fit into the research field
- Full credit to all the participants
- Unobtrusive titles, rather than long-winded names of professorships, etc.
- "Real" quotes that sound like something a person would really have uttered
- No subjective hype words, such as "breakthrough," leading expert," etc.
- No unattributed subjective statements
- Reader-friendly use of technical terms. For example, definitions on first usage and use of only those terms necessary to tell the story
- Comparative measures that tells readers how big, small, etc. something is in relation to a popular object
- Vivid analogies and descriptions of concepts and experiments
- A conflict-of-interest statement
- Compelling visuals such as images, animations, and video
- A comprehensive account of the research that goes beyond the perfunctory "wire service" version