A good press release can turn a research result buried in a journal into a news story read by thousands of people. A poor one goes unnoticed—or, worse, turns journalists away from the subject. This guide brings together, in one place, what you need to know to write a science press release that works: when it's worth it, how to structure it, who to send it to, and what mistakes to avoid.

When is it worth writing a press release?

Not every result needs a press release. Before you write, put the subject through the „what if?” test: if a reader outside the field might ask „what if?”, you don’t have news yet — you have a result. A press release is worth sending when you have at least one of these things:

• A premiere — the first time something is demonstrated, measured, or built.
• A result with practical impact — something that changes the way a disease is treated, a measurement is made, a decision is made.
• A connection to a current topic — your research touches on a topic that is already being discussed publicly.
• A surprise — a result that contradicts intuition or what was previously believed.
• A figure or stake that everyone understands — a number of people affected, an amount, a risk.

If the result is of interest only to specialists in your subfield, the right channel is not the press, but a scientific publication or a conference. Sending a press release for anything "consumes" the relationship with journalists: if they receive ten press releases from you without any stake, they will not open the eleventh, the truly important one.

The anatomy of a press release

The press release is written "upside down" — in inverted pyramid: the most important thing comes first, details descend in order of relevance. The journalist must understand the gist of the first two sentences, because that's exactly how he reads: quickly, deciding in a few seconds whether the topic is worth it.

• Title — concise, engaging, and honest. Say what’s new clearly, without jargon or exaggeration. Think of it as the headline you’d like to see.
• First paragraph (lead) — the most important in the whole text. Answer, in two or three sentences, the Who? What? Why does it matter? If the journalist published just this paragraph, they would already have a complete story.
• context — what problem or question the research addresses and why it is important to the reader, not just to the field.
• CITED — one or two sentences from researchers, in human language. A good quote doesn't repeat data; it adds meaning, perspective, or emotion and shows that the researcher can talk about their work in an accessible way.
• Limitations and next steps — honesty increases credibility and prevents exaggerated headlines. A well-placed „we don’t know yet” protects you from distortions.
• Final information ("boilerplate") — publication, funding, affiliation, plus contact details for journalists and mention that you have images or graphics available.

The golden rule: say everything you need to, then stop. A one-page press release that keeps interest is better than a three-page one that bores.

An annotated model

Here's what the beginning of a properly constructed press release looks like, in short. The details are made up, as an example:

Title: A cheap test, developed in Iași, detects a bacterial infection in 15 minutes, without a laboratory

Lead: A team of researchers at [university] has created a rapid test that identifies, in less than 15 minutes and without laboratory equipment, a bacterium responsible for thousands of infections a year. The result, published in [journal], could bring diagnosis closer to family doctors' offices and areas without access to testing.

Why it works: the title says what's new and who it matters to, without jargon; the lead answers the who/what/why matters and sneaks in the stakes ("thousands of infections per year", "areas without access to analysis") instead of leaving it for the end. Only after this beginning comes the method, the researchers' citations and the limitations.

How and to whom do you send it?

A good message sent poorly remains unread. Some practical rules:

• The subject of the email is the second title. The journalist decides from the inbox whether to open it. Put the gist there, not "Press release – [institution]".
• Send targeted, not mass. A personalized email to three journalists who actually write about your field beats a BCC to a hundred. Find out who else has written on similar topics and write to them.
• Put the press release in the body of the email, not just in an attachment that they have to download. Attach good quality images and graphics separately.
• Think about the moment. Avoid Friday afternoons and days with major events that cover your topic. If the result is related to an embargoed publication, respect the date and announce it clearly.
• Be available after submission. Leave a contact (phone, not just email) and be prepared to respond quickly — journalists work on short notice.
• Just one polite follow-up. If you don't get a response, a short follow-up is fine. More becomes spam and ruins the relationship.

Common mistakes to avoid

• Overly bureaucratic communications, written "as a formality" required by the financier.
• The upside-down structure in reverse — the details at the beginning, what's interesting only at the end.
• Specialized jargon instead of a clear message to the audience.
• Exaggerations that later turn into distorted press headlines — and which erode trust in research.
• Wooden quotes („We are happy to announce…”) that add nothing.
• The lack of real contact and visual materials, which leaves the journalist with nothing to publish.

I have detailed these traps here: Why press releases about research projects fail and Press releases: what to look out for.

Checklist before sending

• Does the topic have a clear stake that a reader outside the field understands?
• Does the title clearly state what's new, without jargon and without exaggeration?
• The first paragraph answers "why should I care"?
• Do you have at least one human quote from a researcher?
• Have you explained the context and been honest about the limitations?
• Have you included contact information (including phone) and materials — images, graphics — for journalists?
• Did you choose a good time to send and respect the embargo, if any?

Frequently Asked Questions

Further: everything related to press relations

• Press releases: what to look out for
• Why press releases about projects fail
• Behind the scenes: how a study ends up in the press
• When do we announce a press conference?
• Ground rules for dealing with journalists
• Communication training for research departments

Need help with a press release for a research result — or with communications training for your team? Let's talk..