4.1 Writing a press release
Press releases should be written with a target audience in mind, but note that they are not written directly for that target audience: they are written for an editor, journalist or broadcaster, and are tailored to the readership, viewers or listeners of that publication or programme (Forrest-Turner, 2020).
Keep the title short and enticing, and use the active voice. Avoid including too much scientific detail in the title. For example, ‘Antimicrobial use influences bacterial resistance in all settings’ is a better option than ‘Surveillance of Enterococcus spp. reveals distinct species and antimicrobial resistance diversity across a One-Health continuum’ (Zaheer et al., 2020).
The first paragraph of a press release should outline the research in approximately three sentences, and should answer the following questions (ASBMB, 2021):
- Who are the authors?
- What is the main finding?
- When was the study done? (Include a journal title and the date of publication.)
- Why was the study done – how is it relevant?
Again, use the active voice and avoid scientific jargon. The first paragraph should be able to stand alone.
The second paragraph of a press release should put the research in context: why is it exciting or unexpected? However, note that the finding must not be overexaggerated or oversold. The third paragraph should introduce details: not specific experimental details but a description of how the finding advances scientific knowledge, reinforces a key idea or provides a new method. The fourth paragraph should include a relevant quote to add information, credibility and/or opinion – something brief from a researcher involved in the work, or from a colleague familiar with the importance of the finding (but make sure that they agree to be quoted) (ASBMB, 2021).
Remember to include contact information for the corresponding author, including their name, email address and phone number, and their institution. You should also provide information for accessing the original paper, such as a URL or DOI.
Activity 4: Looking at a press release
Now read ‘WHO reports widespread overuse of antibiotics in patients hospitalized with COVID-19’ [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] , a press release by the WHO (2024). How does it meet the criteria of writing a good press release, as outlined above?
Discussion
The title is short and enticing, it’s in the active voice, and it doesn’t include scientific detail.
The first two paragraphs outlines the report in approximately three sentences, and answers the following questions:
- Who: The report is by the World Health Organization (WHO).
- What: ‘8% of hospitalized patients with COVID-19 had bacterial co-infections requiring antibiotics, three out of four or some 75% of patients have been treated with antibiotics “just in case” they help’.
- When: The press release was dated 26 April 2024.
- Why: ‘which may have exacerbated “silent” spread of antimicrobial resistance (AMR).’
The third and fourth paragraphs (starting ‘Highest rate of antibiotic …’) discusses when antibiotics were most likely to be used and the type of antibiotics on the AWaRe (Access, Watch, Reserve) classification.
Paragraphs five to seven (beginning ‘When a patient requires antibiotics …’) reinforces the key idea of the impact of antibiotic use when not necessary in COVID-19, and makes recommendations.
The final few paragraphs (beginning ‘A systematic evidence synthesis …’) includes relevant quotes to add information, credibility and an opinion from a respected source; a discussion of where and how the data was collected; and future work that needs to be undertaken.
In addition, the ‘media contacts’ box provided on the same web page includes contact information for the WHO media team, including an email . The press release also provides a hyperlink to related reading.
4 Writing for a policy audience
