What is a press release?

A press release is a short text on a current topic that we feed to the media. The purpose is to catch the journalists' interest and hopefully get attention for your research in newspapers, online magazines, tv, radio etc. The difference between a press release and an article on our website, is that a press release is sent out directly to journalists and editors. A web article we have to distribute ourselves, by e-mail, social media or by calling them.

Press releases are coordinated and sent to the media by the central Communications Office at Stockholm University. They decide what topics might be of interest to the media, how the press release should be written and when they have room in their planning. If they don't want to put out a press release about your article/dissertation, we can still publish it on our website.

Depending on the topic, the press release is written in Swedish or both in Swedish and in English. Stockholm University does generally not put out press releases in English only, though.

When can I release a press release?

We can release press releases on new research conducted at the Department on various occasions:

How do I put out a press release?

Most important is to involve our communications officer early on – 3-4 weeks before the desired release date is a good benchmark. This gives us a better opportunity to coordinate the release with the University's central Communications Office.

Even better is to follow this routine: when you are submitting the final version on your accepted article, report, or dissertation, you can send the same text to Leila so that she can go through it, ask you a few questions about it and write a press release for you.

The reason why we need to plan ahead is that the press release has to be released at the same time as it is published in the academic journal, or shortly after, in order for it to be newsworthy. And to plan for it takes some time.

If you contact us when the article has already been out in the academic paper for some time, it might be too late for a press release - see below what you can then do instead!

If it's not possible to put out a press release - what to do instead?

Then there are other things we can do! We can write a web article that we publish on our website, on social media and send to individual journalists. The difference between a web article and a press release is that a press release is sent out directly to journalists and editors. A web article we have to distribute ourselves.

Here is an example of this solution with a web article instead of a press release.

Or, we can simply send a tip to different journalists - a short summary of the findings, including your contact details.

You are also more than welcome to write a blog post about it - e-mail us your idea first (e-mail below).

Questions? Contact Leila: drop by room B902, e-mail leila.zoubir@sociology.su.se or call 08 16 29 85.