chapter  14
Writing Press (News) Releases
WithScott A. Mogull
Pages 11

Communicating to general audiences requires more than simply translating technical jargon; it also requires revising the content and style. This chapter provides a discussion on the audiences and gatekeepers of press (news) releases, the content, organization, style, and design of press releases announcing scientific and medical innovations to a general audience, and the process of distributing a press release to media outlets. A press release is written and disseminated by universities, companies, government organizations, and other institutions to announce something of news value. Press releases reach an audience that is different from that of other forms of scientific publication. The press release is a pseudo-news story that is sent directly to editors or journalists in news media. When writing a press release, the important thing to remember is that the audience is much different than scientific audiences and requires more than a superficial translation of technical jargon.