From peer-reviewed articles to press releases

To reach its intended audience, a message with scientific content must in a certain sense be translated and then delivered in a digestible form. The art of science communication requires us to be fluent in the language of scientists and in the language of the target audience (ranging from key decision makers to the lay public). Of course, no vital information must be lost in the translation process, although non-necessary information does need to be cut out. In this context, the press release is an interesting challenge, because of its limited length and the lack of control over how the media and social networks will use it.