Press Releases

Posted by Penny Maher

3 October 2019

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The key points about press releases:

•  Don’t use words without explanation.
• Always lead with the punchline in the first sentence. This should be where you answer: You will never guess what…
• Your first sentence should never be background information or something people already know.
• If you are in the field or can take a photo of your release, this really helps an article have traction.

What makes a great story?

• Things that affect me,
• things that make me feel something,
• something I did not already know, and
• good storytelling

When should we contact the media office?

If you have a publication that you would like to write a press release on, then  contact the press office when the paper has been accepted, or close to accepted. The article has to be new else it is not news.

Do I need to write the press release?

No. You explain your research to the press office and they write the release for you. Their task is to help the researchers phrase their work in a way for journalists to easily use.

Can I write the press release myself?

Yes you can. But you will still work with the press team to fine tune the piece.

How to write a press release:

• Start with the main findings, then elaborate.
• Stress the relevance to the publication.
• Use simple language.
• Don’t waste words.
• Focus on the story.
• Be accurate.

The key to a good press release is that you are not ‘selling’ your findings, but rather to clarify what you found and why it is important.

Is there training offered by the University of Exeter on how to engage with the media?

Yes. The press office organises practical training on TV and radio interviews, run by an external company. There is a waiting list for this. To be added, please email pressoffice@exeter.ac.uk