Writing and Using Press Releases

Barbara Gastel, MD, MPH

Texas A&M University
Health Reporting Workshop for Health Professionals
and Journalists
Accra, Ghana, November 2011
 Overview: Writing and Using
Press Releases
• Definition
• Advantages
• An example
• Tips for
– Preparing
– Disseminating
– Using
• Discussion: putting it into practice
 Press Releases
• Also called news releases
• Newspaper-style stories disseminated to
journalists (and sometimes others) by groups
with news or other information they want to
convey to broader audiences
• Sometimes published as is (especially by
smaller media)
• Often starting points for stories in the media
 Advantages of News Releases
for Those Issuing Them
• Can efficiently disseminate information
simultaneously to many members of the
media
• Can help ensure that coverage is accurate
• Can increase the likelihood that desired
aspects of the subject are emphasized
 Advantages of News Releases
for Those Receiving Them
• Make it easy to be aware of potentially
newsworthy items
• Can be an efficient source of reliable
information on topics

• Note: News releases are sometimes termed

“information subsidies”.
 An Example
• “Old drugs find new target for treating brain
tumor”, released by University of California,
San Diego, 18 November 2011
• Identified through EurekAlert! (
http://www.eurekalert.org/ )—a good source
of examples of news releases
 Advice: Writing a News Release
• Have the release resemble a newspaper story.
• Keep the release relatively short.
• Include an informative headline.
• Provide a release date.
• List one or more contact people.
• Present the main point immediately; then
provide details. (Use “inverted pyramid
format”.)
 Writing a News Release (continued)
• If you are trying to promote your institution,
mention it early (and perhaps repeatedly) in
the article.
• Remember to include the 5 Ws and an H.
• Include some quotes. Ideally, place at least
one of them early in the release.
• Write the release in simple, readable
language.
• Do not exaggerate.
 Writing a News Release (cont)
• Consider providing (or offering access to)
– Photos
– Other graphics
– Video clips
– Audio clips
 Disseminating a News Release
• Issue a news release only if the subject seems
truly newsworthy.
• Try to schedule the release for a time when
little else is happening in the news.
• Make the news release available through
reporters’ preferred channels (for example, by
e-mail and online).
(more)
 Disseminating Releases (cont)
• Consider posting the news release on both
your website and one or more central sites
used by reporters.
• Perhaps alert reporters who seem especially
likely to be interested.
• Make sure that the contact person(s) and
others whom reporters might well want to
contact are available.
• Monitor use of the release.
 Using News Releases:
Guidance for Reporters
• Regularly check websites that often contain
news releases of interest.
• Sign up for media lists of institutions often
issuing news releases of interest.
• Double-check information from news releases.
• Don’t base all stories on news releases. Also
show initiative in coming up with story ideas.
(Not everything important has a release.)
 Using News Releases (cont)
• In general, use news releases only as starting
points.
– Consider what is missing—and obtain it. For
example, provide broader context.
– If the news release is based on a journal article,
obtain and read the journal article.
– Do interviews, including with outside experts.
– Consider using news releases as starting points for
stories on broader topics or trends.
 Discussion: Putting It Into Practice
• General questions, comments, and
suggestions
• Your experience writing or using news
releases; suggestions based on that
experience
• Things you might do differently in the future
Thank you!