How to Write a Press Release
Press releases share community access and open channels of communication. With courtesy to Steve Maran of the American Astronomical Society, following is an edited set of guidelines he provides to scientists:
Page Setup:
Organization letterhead, single-side, not to exceed 8.5 x 11 inches. Headline in Title font ; Initial Caps, 12pt Bold. Body in 12pt, left justified. Single space between sentences. Single line spacing between paragraphs. Print on front side of the page only. Staple and collate for distribution. Length not to exceed 750 to 1000 words (2 or 3 pages).
Journalistic Style:
Follow the style set forth in the Associated Press Stylebook and Libel Manual (current edition) and Webster’s New World College Dictionary (third edition). For example: universe, galaxy and general relativity are not capitalized. Web site is two words, with a capital “W”. Use metric or science standard figures in the text of the release, followed by English equivalents in parenthesis. This is the common accepted practice for science reporting to general audiences. Indicate the Dateline, in ALL CAPS. Use the city name of the institution from which the news comes from. Follow the dateline with the full name of the state (12 cities are abbreviated-check AP style). Indicate the release date in parenthesis. Then begin text. Indicate the Issue Date and Time: Be sure to include the local time, and always include Eastern time. Example: "For Release: XX:XX a.m. [or p.m.] PST (XX:XX EST), _________ (month) XX, (year)
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Content:
The opening paragraph needs to effectively tell what this story is all about. Provide the following information in the lead paragraph:
"WHO" Identify your organization and the lead author and institution, using full (first and last) names "WHAT" Give a one-sentence summing up of the results. "WHERE" State where the data was collected, and with what instruments. "WHY" Add a sentence explaining, at top level, why this is of special interest to others. What big question
does this result help answer? What new questions might this result lead to?
SIGNIFICANT QUOTE Include a sentence or paragraph that explains in simple terms WHY the results
are SIGNIFICANT; Include the person’s TITLE or job descriptor. In another paragraph, quote a second member of the research team, especially the leader of a collaborating group of your co-authors at a different institution. NEVER place quotes “back-to-back” in a release. Instead, use quotes to support content in the news release, and key messages of the institution (see above). ALWAYS quote the leader of your institution or division in the second or third paragraph, and ALWAYS on the first page. Example of Significant Quote Statement: "Until now no planet had been found in close proximity to a red giant star, and this may help us to understand what will happen to the Earth several billion years from now, when the Sun becomes a red giant,” says Dr. Doe, who is Professor of Astronomy at the University of Higher Learning.
PAGE TWO: Mention any and all of the following items that are appropriate for the work reported:
– The NAME and LOCATION of the object(s) studied. Be specific, write "the planet orbits the star SAO 888888 in constellation Camelopardus," not just "the planet orbits a star in Camelopardus." The estimated DISTANCE of the object studied in LIGHT YEARS, for mass media reporters, and (where appropriate) also in RED SHIFT for science writers for magazines such as Physics Today, Nature, Science, or Sky & Telescope. INSTRUMENTS and TELESCOPES used . Include wavelength and spell out full name of instrument used on first reference. Include telescope aperture in meters and English-unit equivalents (e.g., 10-meter (400-inch) Keck I Telescope on Mauna Kea, Hawaii, or give SATELLITE NAME and EXPERIMENT, (e.g., Advanced Camera for Surveys on the Hubble Space Telescope").
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Page 2 (continued) – SPELL OUT ACRONYMS the first time you use them: e.g., "Canada-France-Hawaii Telescope," not "CFHT" and "Very Large Array," not “VLA."
“We Could Be Wrong” and “We Stood on the Shoulders of Giants” Statements :
Press releases should include a sentence to the effect that, like all new findings, the published work requires further confirmation by other scientists. The AAS Press Officer explained, “Serious science writers will appreciate it if you include a brief mention of the area in which follow-up is especially needed, e.g., "The orbital period of this planet, which is based on observations made at the limit of the available telescope and instrumentation, could be clarified by further work, such as a series of longer exposures with a larger telescope.” He added “It is always appreciated by writers and colleagues alike, if you mention important prior findings, e.g., "Earlier work on the possible existence red giant planets was published in 2002 by Dr. Creme Skinner of the National Laboratory for Prophetic Research." This helps reporters do the necessary research to provide compelling and meaningful reports to their readers.
THIRD –TO-LAST PARAGRAPH: Credit the entire science team, using full (first and last) names and
institutional affiliations.
SECOND-TO-LAST PARAGRAPH: Credit the FUNDING SOURCE specific to the discovery, if
appropriate, e.g., "This work was supported by the National Science Foundation.
LAST PARAGRAPH: Insert your organization’s boilerplate or signature identity paragraph to identify
where the release came from and essential information about the funding institution. When more than one boilerplate is used, put the lead (yours) boilerplate LAST. That way, your institution will close the press release.
FINALLY: NEVER describe the limitations or errors of other scientists' work in your press release; the
appropriate place for technical criticism is in a scientific journal, not in an unrefereed statement that is distributed to the news media.
Media Contacts:
Help your media office track leads and maximize opportunities with the media. Include only qualified media representatives as the contacts on your press release. Scientists are ill-equipped to respond to reporters in a timely or effective manner. If you must include science contacts on your press release, by all means hold a media training session beforehand and insist you are copied on all inquiries. This practice will ensure you get the coverage you deserve!
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Illustrations and Captions:
Many reporters consider the use of an illustration an essential component of a news release. Often, only a picture and caption will run if space is short. Make sure reporters can access your illustration on your Web site: – – – – JPEG or TIFF format Resolution of at least 900 pixels x 680 pixels, or 6 x4 at 150 dpi, a file size about 1.75MB. No text or labels embedded on the image (publication will include this info. in their own typeface and format) Captions must not exceed 25 words. Captions must indicate if the image is an artist rendition, false-color, or visible light image. Additional technical details may be provided on the Observatory’s Web site, but not in the 25-word caption.
Distribution
For assistance with distribution, including compiling an effective media list and the best day and time of the week for maximum news exposure, contact Laura Kinoshita at info@laura-kinoshita.com. Laura is available to assist with embargos, exclusives, press conferences and speaker training. On the Web at: www.laura-kinoshita.com. ###
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