Getting press coverage for your research: how the process works

Step-by-step: what to expect

1. Contact us early

When to get in touch: As soon as your paper is submitted or accepted. Early notification gives us time to:

• Assess the news value
• Draft a compelling release
• Coordinate with the journal and partner organisations
• Time everything to maximise media interest

What we need from you:

• A completed press release request form
• A copy of your submitted or accepted manuscript (we treat this confidentially)

2. The press release request form

The form helps us understand your research and its broader context. We're looking for:

• Key findings: What are the most interesting or significant results? (You don't need to write the full story – that's our job)
• Context: Why does this matter now? Are there relevant policies, events, or public debates?
• Impact: Who will care about this and why?
• Background: Any additional information that helps us understand your field

Important: Please don't write a full press release yourself. This isn't a comment on your writing – we simply have specific requirements and formats we must follow for journalists. Your expertise is in identifying what's significant; ours is in translating that for the media.

3. We assess and pitch your story

Once we receive your form and manuscript, we:

1. Assess newsworthiness: Is this suitable for a general press release?
2. Pitch to central press office: We advocate for your story to the University's Public Affairs Directorate (PAD)
3. Get a decision: PAD makes the final call on whether to issue a general press release

Why we act as a 'triage': The University receives press release requests from all departments and must balance multiple considerations:

• Current news agenda and recent similar stories
• Timing and the overall content calendar
• Maintaining good relationships with journalists (by not overwhelming them)
• Protecting the University's reputation

We have a strong track record of successfully pitching department stories, but not every paper will be suitable for a general press release – and that's okay.

4. If we issue a press release

If approved, we'll:

• Draft the release: Using journalism principles to make your research accessible and compelling
• Coordinate with partners: If your research involves collaborators, we'll work with their communications teams
• Liaise with the journal: We'll arrange to share an embargoed copy of your paper with journalists
• Get your approval: You'll review and sign off on the final release before it's sent

5. Embargoes: why timing matters

What is an embargo? An agreement that journalists won't publish until a specific date and time – typically aligned with your paper's publication.

Why embargoes are crucial: They give all journalists equal opportunity to:

• Read and understand your full paper
• Interview patients or affected people
• Speak with independent experts for comment
• Coordinate with their news desks
• Prepare considered, in-depth pieces

The risk of 'immediate release': If your paper publishes unexpectedly early, we may have to send the release without an embargo. This significantly reduces coverage chances, as journalists haven't had preparation time.

What if my research isn't suitable for a general press release?

This is not a judgement on your research's quality or importance. Many factors influence what makes a general press release viable, including:

• Current news cycles and competing stories
• Recent coverage of similar topics
• Journalist feedback and preferences
• The story's public interest angle

Alternative pathways to impact

If a general press release isn't appropriate, we'll suggest alternatives to get your research to the right audiences:

• Targeted pitching: We'll approach specific journalists or outlets likely to be interested in your niche topic
• Web news story: A story on our departmental website, promoted across our channels
• The Conversation: An authored piece explaining your research in your own words for a broad readership
• Blog posts: A more personal exploration of your research and its implications
• Social media: Strategic promotion through our BlueSky (@oxprimarycare.bsky.social) and LinkedIn channels

In all cases, we'll work with you to maximise your research's reach and impact through the most appropriate channels.

Understanding press releases vs news stories

Press releases aren't complete stories ready for journalists to republish (though some outlets do this). Instead, they're:

• Pitching tools: Designed to capture journalist interest quickly
• Starting points: Providing key facts and angles for journalists to develop their own stories
• Signposts: Directing journalists to you and your research for more detail

What we can and can't control:

• ✓ We present your research accurately and responsibly
• ✓ We provide clear, relevant narratives to guide coverage
• ✓ We make you available for follow-up interviews
• ✗ We cannot control how individual outlets frame or headline stories
• ✗ We cannot guarantee coverage in specific publications