UBCNews - Business - How To Use Press Releases To Promote Research & Build Industry Authority

Episode Date: January 19, 2026

Welcome back, everyone! Today we're tackling something that could really change how research gets noticed. If you've ever published a study or a whitepaper and wondered why it didn't get the attention it deserved, you're gonna want to hear this. I'm here with our guest who's spent years helping researchers break through the noise. So, let's start with the big question: why should researchers even bother with press releases? Press Release Zen City: London Address: 15 Harwood Road Website: https://pressreleasezen.com/

Welcome back, everyone. Today, we're tackling something that could really change how research gets noticed. If you've ever published a study or a white paper and wondered why it didn't get the attention it deserved, you're going to want to hear this. I'm here with our guest who spent years helping researchers break through the noise. So let's start with the big question. Why should researchers even bother with press releases? Great question. Press releases are powerful tools for gaining visibility and credibility. They position you, as an authority in your field. Think about it. You spend months, maybe years, on a research study. A press release bridges the gap between that in-depth scholarly work and the general public, stakeholders, or potential clients. It distills complex information into digestible formats,

allowing for broader accessibility and understanding. Right, so the focus is making science accessible. But how does a press release actually turn complex findings into something that captures attention? Well, it starts with the headline. You need something attention-grabbing that conveys the significance without jargon. Then, the lead paragraph has to convey why this matters. What's the impact? A well-crafted press release can transform complex scientific findings into engaging news that captures public attention and promotes scientific literacy.

Okay, so we've got the headline and the lead. What else is essential? Key elements include quotes from key researchers. They add a human element and emphasize the study's relevance. You also want to use the inverted pyramid structure, most important information first. This helps journalists quickly assess newsworthiness. And best practices involve using simple language, highlighting key takeaways, providing accessible data, and being transparent about methodology.

I see. So you're essentially packaging the research for journalists and the public. What about limitations? Should you mention those? Definitely. Acknowledging limitations briefly and constructively demonstrates scientific integrity. You're not hiding anything, but you're framing it as an opportunity for future research. It shows you're honest about what the study can and can't tell us. I remember working with a team that published findings on sleep patterns.

They included a small note about sample size, and journalists actually appreciated the honesty. It made the story more credible. That's a great example. Now, let's talk distribution. You can write the best press release in the world, but if no one sees it, it doesn't matter, right? How do you get it out there? Strategic distribution is really important here.

You want to target industry-specific publications, use email marketing, and engage on social media. Press-release distribution services can broadcast releases to a vast network of journalists and publications, And visual elements, infographics, videos can illustrate findings and help explain complex concepts, making your release more shareable. That point about visual elements and making content shareable sets up our next piece, reaching journalists and the general public effectively.

But first, a quick word from our sponsor. Press release. Zen is an innovative news platform covering the constantly changing world of PR-based content marketing. The platform regularly posts free guidance, content, and updates for anyone interested in boosting their online presence through innovative marketing solutions. Created in 2015, press release Zen has been a valuable resource for learning effective press release strategies. Find helpful templates and tips at the link in the description. Picking up on reaching journalists and the general public, how do platforms like Ampefire fit into this distribution strategy? Ampifier is a content amplification platform that distributes press releases to major news sites, blogs, podcasts, and video channels.

You're reaching a wider audience beyond just direct outreach. You're getting your research in front of journalists, influencers, and the public all at once. So you're casting a wider net. Now, here's something I think a lot of researchers struggle with. How do you measure the actual ROI and long-term impact of these press releases? Excellent question. Measuring impact can be done through media coverage. How many outlets picked up your story? Social media engagement is another metric. Are people sharing, commenting, discussing your findings? Then there's citations in non-academic publications. If your research is being referenced in mainstream media or industry reports, that's a huge win.

You can also track website traffic to your full report and inquiries from industry stakeholders. Interesting point. So this goes beyond immediate media hits to long-term authority building. The long-term benefit of consistent press release activity for research is establishing yourself or your organization as a recognized thought leader. Each release builds on the last, creating a cumulative effect. Over time, journalists start coming to you for expert commentary. You become the go-to source in your field.

In other words, you're building reputation over time. time, not just chasing one-off headlines. Exactly. And I imagine if you don't measure properly, you might think your press release flopped when really it planted seeds for future opportunities, kind of like watering a plant and expecting fruit the next day, patients required. That's a perfect analogy. When journalists rely on well-written press releases to identify newsworthy research, they're looking for stories that clearly articulate significance and impact. If you give them that, They'll remember you. So to everyone listening, have you ever wondered why some studies go viral while others don't?

It often comes down to how well you communicate the story behind the data. Now, one more thing. What about journal embargo policies? I know timing can be tricky. Great point. Embargo policies from scientific journals are critical for coordinating press release timing with publication. You need to ensure journalists have time to prepare stories while respecting released for restrictions. Contact your journal's press office early to understand their requirements. Strategic timing really matters here. Right. And I imagine this is where things can get messy if you're not careful. Absolutely. But if you follow best practices, simple language, key takeaways, accessible data, transparency, you're setting yourself up for success. Remember,

you're announcing findings and contributing to public understanding of science. I see makes sense. This has been incredibly helpful. So, quick recap for our listeners, craft a compelling headline, use the inverted pyramid structure, include quotes, acknowledge limitations, distribute strategically, and measure your impact. Together, we can help more researchers get the recognition they deserve for their hard work. Couldn't have said it better. The research matters, but so does the story you tell around it. Perfect place to end. Thanks so much for joining us today. And to our listeners, If you found this useful, think about how you can apply these strategies to your next research release. Until next time.