Selling a Story: How to Write a Successful Press Release.

Press releases are an important part of communicating new discoveries with the general public. However, if they are confusing or difficult to read then they are unlikely to be picked up by media outlets. This article details how to create a successful press release by addressing a series of points: learning how to identify the audience; writing text that is both eye catching and clear; including multimedia and contact details; getting your press release to the media; and timing. [ABSTRACT FROM AUTHOR]