A Press release is a pr cis of a news item designed to communicate the essence of the story and why it is news to journalists. The rule is to try to make your press release simple to understand with one key message and start with the most important point. They are not aimed at scientists and therefore clarity and synthesis consideration should prevail over absolute scientific rigour.
News is topical.
Since science is by nature a slow process, news in a science and technology field is often linked to publication in a peer review journal, to a conference where research results are presented or even to the award of a patent. A research result is news when it has never been done before and when it contributes to the progress of knowledge or the development of technology. Title Include a simple heading that describes exactly what the news is, but is not necessarily a headline. Journalists browse through so many press releases, if your title does not contain the kind of keywords they are looking for they will not pay attention to the release. The first paragraph Make sure the lead contains your story and your message and explain why it is relevant to ordinary people .