Begin by assessing the news values
Prior to publishing external materials, you should ask whether the news is expected to be of interest to target groups beyond the university and generate publicity. The news needs to be presented in a context that convicnes journalists to spread it. Start by thinking about the following:
- What puts the ‘new’ in my news? Use a few sentences to summarise the content of the news, and ideally place the subject in a context.
- What makes the subject interesting? How does it benefit society? How does this impact everyday life? Does it involve something sensational or unexpected?
- What makes a subject newsworthy? Are there any critical deadlines? Has the media just reported on the topic? Can it be linked to a specific event or time of year?
- How can the subject be explained in simple terms? Think about how you can reach out to a wide audience with no existing knowledge.
- Who does this affect? Which Swedish and/or international target groups may find this interesting?
Media contacts and press releases
Times when contacting the media may be suitable:
- When a researcher or research team make a breakthrough or discover something unexpected.
- Before scientific articles or reports are published.
- Before a conference or meeting that is expected to be of greater public interest.
- Following a highly prestigious prize or unusually large contribution or donation.
Contacting journalists
Contacting journalists with a news exclusive may be a successful way of achieving a media breakthrough. Briefly describe the topic and explain why the subject is interesting and newsworthy. Include the contact details of those who can provide more information. Clearly state a deadline for the journalist if they decide to pursue the topic and write or create a news piece about it.
Press releases via MyNewsdesk
SLU press releases are distributed via MyNewsdesk (MNd), who in turn distribute the release to various editorial boards, journalists and freelancers depending on the chosen distribution lists. The press release will also be published in the SLU press room on MNd. Generally, the SLU press officers are those with the necessary permissions to publish on MNd. Individual distribution lists can also be used when issuing a press release via MNd.
The press release will also be published on the SLU website. Often, it will also be published on the departmental and platform news feeds. It will also be published on expertsvar.se – a website run by the Swedish Research Council.
How to write news articles
Your news must have a certain level of newsworthiness for it to be suitable for a press release. Newsworthiness is when a topic is novel, unusual, affects many or contributes a new take on an ongoing debate. Start by reflecting on your news – which journalists will find this interesting? Which media may be interested in this topic?
Today, there is an enormous flow of press releases. Our texts need to spark interest and be newsworthy if they are to stand out among the other articles. Here are some helpful tips.
Text
- Use an exciting heading that captures the subject. This heading will be the email subject seen by those receiving the press release.
- Summarise the entire article in the preamble (two to four sentences).
- Less is more. A good rule of thumb is one A4 page.
- The text should answer what, who, how, when and why.
- The language used needs to resemble that of a newspaper article, using a neutral and matter-of-fact tone.
- It should follow the SLU language policy.
- Always include text quotes from the researcher or spokesperson.
- The study or report needs to be included as a link or attachment.
- Include the contact details of the researcher or spokesperson.
- The researcher or spokesperson must be contactable once the press release has been issued.
Images
- Images must be of a high quality.
- Include a picture of the person being quoted.
- Use images that represent the content of the press release, such as lab or research facility environments.
- Ensure that you have the necessary image rights (i.e. that you have permission to distribute the image to the media).
- Always state the photographer’s name.
If you would like us to assess the newsworthyness of your proposed press release
Contact us in good time. Be aware that it usually takes two to three weeks from the first point of contact until the article is finished.
- Create a draft for the press release following the tips above.
- Email your request and draft to press@slu.se.
- The inbox is monitored during working hours and we will attempt to reply as soon as possible.
- Generally, this will be in one to two days. The majority of texts need adapting, meaning the response may be delayed.
International publication
If the article may be of interest to the international media, the text can be translated and published on the European media agency AlphaGalileo. Therefore, you should remember to allocate extra time for the translation process. Information about how to order translations is available on the If the piece addresses a forthcoming scientific article, please make sure to contact the press office well in advance to the press release can be issued in conjunction with the article’s publication. English press releases are also published on www.slu.se.
Online news
Publishing news items on the SLU website is a good way of reaching out to external audiences when:
- A researcher or research team are awarded major funding or receive a generous donation.
- A researcher or research team have received an award, honour or prize.
- An SLU researcher has collaborated on an article that has resulted in a high-impact press item from another Swedish university.
Certain news pieces published on a department’s main page may be newsworthy enough to be posted on the SLU start page. Such publishing takes place in consultation with the SLU press contacts (press@slu.se).
How to write news articles
Think about: Who will find this information interesting? Why is it important for external target groups?
- News articles on the main SLU website may be of interest to external readers.
- Share the entire news in the preamble (if possible).
- Choose interesting headings that summarise the piece.
- Keep a popular science tone.
- Your text must follow the SLU language policy.
- The text needs to be like a newspaper article, with a neutral and factual tone.
- Explain the context of your piece.
- Avoid using specialist terminology without explaining it.
Publishing procedures for the SLU websites homepage
- Write your news article.
- Publish the article on your own platform.
- Email your request, including the link, to press@slu.se.
- The inbox is monitored during working hours and we hope to respond as soon as possible, ideally on the same day.
SLU press contacts
If you have any questions about determining newsworthiness, press releases and other media questions, please contact the press room at the Division of Communication or local communications officers. Some departments and units have their own communications officers who can be of assistance.
Are you going to defend your thesis?
The page below contains some advice on how to write a popularly written text about your findings.