Your press release is out there in the world - so what now. Well, for most of the press releases I have sent out, very little happens. There is so much research being released everyday (there are more than 50 press releases per day, mostly from big institutions), of which only a small amount can be covered. Accordingly, you can’t take it personally if your press release is not picked up by other outlets or journalists.
It’s worth it for me to write a press release even if nothing else happens.
Usually the press release will at least be published by your research institution. That means you have a summary for a general audience that you can point people to in case they have questions. Going through the process of considering the key message of the study also helps in future interactions.
 |
Our study on infanticide by female mammals did not get picked up by the press when we published it. Preparing the materials for the press release was still helpful: we shared it ourselves on social media, and having the concise summary helped me to present on the study. |
It’s exciting though to get interest from journalists!
The interactions can happen in different ways: you might get an email with some questions, a phone call, or be invited for a live interview. In many instances, the interactions will be scheduled at relatively short notice because journalists usually work to a deadline, like the publication date of your study. It helped me to prepare some statements:
First, they key findings: while the journalists will have read the press release and the manuscript, this is my chance to convey in my own words what I think is most important
Next, the explanation for how I did it: this is harder than I thought, because people want to know what I actually did, how did I get that result, in sufficient detail but a way that is accessible.
Also, it’s worth to have examples: this is similar to the vizualisations in the printed press release, a great way to connect with the audience, make them feel like they are there with you.
Finally, be aware that stories are often build around drama: drama can be that something is finally resolved, it can be that the findings contradict what others have said, or go against what people commonly assume.
While the interviews can be stressful, I try to enjoy the interactions. The questions usually make me see my research in a new way, and open up avenues I hadn’t considered. And I am usually excited about what I found out, so I want to share that. I am also not worried about potentially missing details or simplifying things. That also means that I do not ask to check a transcript or to get final approval before a story is printed. Trust science journalists. Those who contact you actually make an effort to report correctly. It is also not different from a live radio interview. But do check the press release carefully! This is the official statement. This is the point of reference that will be distributed most widely.
In case your study garners interest, you might want to track the reactions. Find out in part 5 how you might find out what people think about your findings.