Friday, June 03, 2011
Newswise Editorial Tip Part 2: Writing a Description For Your Meeting-Related News Release
In addition to writing an effective headline to garner media attention to your meeting research, a good, concise summary of your organization’s valuable research being presented helps journalists quickly get the gist of what your release is about without getting tied up in the details. This is what we call a “‘description” at Newswise, also referred to as a “lede.” This, along with the headline, is what is listed in the wires. The description is also displayed to the right of every article for quick and easy browsing. Try to avoid using up space with researchers’ names and titles, dates, locations and presentation times. Make it succinct and to the point. Say what is newsworthy in your release. Mention the exciting breakthroughs to make them care.
For example:
XYZ University scientists present research at the MS annual meeting featuring the genetic cause of MS. Researchers also discus final results of a phase I trial of a promising regimen for MS.
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