Press release guidelines
How they should be written and what they should contain
In the current media noise it is often difficult to break through with a piece of news. Editors around the country are inundated with press releases. To ensure that they are read, it is important for press releases to be written in a reader-friendly style.
Communication freedom applies at the University, and individuals are freely permitted to provide content to journalists. Communication officers are available to help in various ways. They can suggest contact channels, discuss options or produce content, for example.
Discuss with an communications officer what sort of press contact could be suitable. If the she or he recommends a press release, good documentation will make it easier to produce one.
A press release can address basically anything as long as it satisfies a least one of the principles of newsworthiness; for example, it could deal with something that is novel or unusual, affects many people or gives a new angle on a current debate.
The press releases distributed by the University often address new research results deemed to be of general interest from one perspective or another. The research results can be relevant to society or “merely” be fascinating.
Other editorial content that targets journalists, for example, gives new perspectives on a current topic, delves more deeply into an area where there is a great thirst for knowledge or highlights topics that need to be discussed. The expertise possessed by researchers is often needed in the public discourse.
News on grants, awards and agreements might sometimes also be of interest but is generally best shared with an inner circle.
- A heading and lead paragraph that inspire reading quickly give the reader an indication of what the press release is about.
- State the most important and most interesting things first, such as conclusions, consequences or opinions.
- Explain what your findings entail for those concerned.
- Avoid/explain technical terms. Also avoid vague, ambiguous words.
- The text should not be longer than 1500–2000 characters.
- Adding a microscope image or an image/video clip from the lab, for example, can raise the information value.
- Leave plenty of contact details (telephone and email) and remember that you must be available to answer questions when the press release is sent out!
Lund University has a procured distribution system for press releases that includes databases for journalists working within various fields. Only the press managers at the faculties and a few people at Corporate Communications have access to the system. The same material is generally also published on expertsvar.se and in the news feed on lu.se
These press and media activities primarily pertain to a government and external engagement remit and are to be distinguished by:
- Credibility through truth and accuracy, as well as high quality
- High novelty value
- Being adapted for journalists in terms of language and content
- Moderation and openness
More to consider
The content should be reader-friendly and comprehensible, but it is equally important that the message is not misinterpreted or overinterpreted. Thorough preparation of the content can alleviate this risk. Therefore, consider the following:
- Impact. Consider the reception of the final article. Avoid the possibility of alarmist or exaggerated conclusions.
- Uncertainty. Clarify any uncertainties associated with the research. Be clear about any limitations and weaknesses concerning the results. This can be done by describing the method and structure. of the research.
- Scientific status. Has the research been published in a research journal or is it a hypothesis?
- Context. Mention related research and knowledge for better understanding and credibility so that the results are not misconstrued as biased or more (or less) significant than they are.
- Transparency. Be open about research funding and collaboration partners, as well as any business interests and commercialisation plans.
press [at] kommunikation [dot] lu [dot] se
Press Manager, University Management
+46 46 222 70 18
anna [dot] johansson [at] rektor [dot] lu [dot] se
+46 46 222 07 69
kristina [dot] lindgarde [at] lth [dot] lu [dot] se
+46 46 222 70 17
jonas [dot] andersson [at] kommunikation [dot] lu [dot] se
+46 727 07 45 46
lotte [dot] billing [at] kommunikation [dot] lu [dot] se