I recently read an article about communication of scientific discoveries through press releases that made me reflect on the importance of this process. I notice that my researcher friends are often so absorbed in their work that they forget that their discoveries can have a significant impact beyond the labs and academic journals.
Imagine the following scenario
You’re in the middle of an important experiment. Days, weeks, maybe even years of hard work have led to a discovery that could improve the lives of many people. You’re excited, but also exhausted. You publish the results in a peer-reviewed journal, and then what? For many researchers, that’s the end of the line. But should it be?
The truth is that scientific work deserves to be known and understood by a wider audience. Not so much for ego (as researchers fear their gesture will be interpreted), but for the good of society as a whole. This is where scientific press releases come in.
Think of a press release as a bridge between academia and the general public. It's a way to translate scientific jargon into accessible language, contextualize findings, and explain why we should care. It's not just about getting media attention (although that's important), it's about making science more tangible and relevant to everyday people.
Why should we be concerned about this?
First, there is evidence that media coverage of scientific discoveries can increase the number of citations to academic articles. While we cannot establish a direct causal relationship (we cannot simultaneously publish and not publish a press release for the same research), the correlation is strong enough to merit our attention.
Moreover, press releases can shape how the media presents scientific discoveries. Studies show that exaggerations in press releases about medical research are often reflected in subsequent news stories about those discoveries. This highlights the importance of accurate press releases that place new discoveries in the right context.
But perhaps most importantly, many news sites no longer rely on traditional journalism. Instead, they compile and republish press releases written by research institutions and other organizations. Platforms like ScienceDaily and Phys.org, which are read by millions of people each month, often use these releases as their primary source of information. This means that your press release could become the news story directly, without the intermediary of a journalist.
How do we write an effective press release?
Here are some tips:
- Start with a catchy, yet honest title. It should be concise, attractive, and accurately reflect the content of the research.
- The first paragraph (or “lead”) is crucial. It should tell the reader what’s interesting about the research and why they should care.
- Provide context. Explain what question or challenge the research addresses and why it is important.
- Be precise but accessible. Avoid excessive jargon, but don't be afraid to use technical terms if you're explaining them.
- Includes relevant quotes from researchers. These provide a personal perspective and show that researchers can talk about their work in an accessible way.
- Mention the limitations of the study and future research directions. Honesty increases credibility.
- Provides information on publishing, funding, and researcher affiliation.
The length of your press release should not be a rigid constraint. The golden rule is to say everything you need to say, then stop. A 1,000-word press release that keeps the reader interested is better than a 400-word press release that bores the reader.
Science communication is an art that adds value to the research itself. In a world saturated with information, the ability to convey findings in a clear, precise, and engaging way can make the difference between research that remains in obscurity and one that inspires and informs.
So, the next time you complete an important study, don't just stop at publishing it in an academic journal. Think about how you can translate that work into a language that everyone can understand. You might be surprised by the impact it can have.
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