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EurekAlert! Editors spill the beans on what catches their eye

Every week, our staff reads hundreds of news releases — and every week, a handful rise to the top and land in our staff picks newsletter, #EurekAlertStaffPicks. We get this question from PIOs a lot: what actually makes a news release stand out?

So instead of giving you one answer, we asked around. Here’s what a few different people on our team look for, in their own words — plus some general patterns we’ve noticed across the news releases that consistently earn a spot in #EurekAlertStaffPicks.

1. On headlines and hooks – Noreen Rozario, Senior Editorial Coordinator: “A catchy, concise headline and subhead will always be the first things that grab my attention! When journalists look through our platform for stories, the headline and subhead give that crucial first impression because those are the first two things they see. To maintain that momentum, a good release needs a strong first paragraph that includes most of the 5Ws (who, what, when, where and why). Journalists scan countless releases daily, so a newsworthy hook is important to keep them reading. Lastly, having a compelling visual is always a fun addition to a press release. An engaging photo adds immediate impact and helps create a perfect release.”
2. On narrative structure – Robert Stinner, Editorial Coordinator: “I love reading a release with a solid narrative structure. To me, a strong release includes an opening paragraph that sums up the research and why the findings are notable, followed by a description of the research process, then a conclusion that pulls together the significance of the findings and potential future research directions. When I read a release with a strong structure like this, I feel like I understand both the science itself and the story of how it unfolded. Well-chosen quotes from researchers and accessible language are also essential!”
3. On visuals and clarity – Madalyn Stratton, Editorial & Membership Coordinator: “A news release that includes striking images initially catches my attention, but what prompts me to keep reading is a clear and direct headline. This gives me a pretty good idea of what to expect from the rest of the story, so I rely on approachable language that speaks to the purpose behind the release. I enjoy reading releases on conservation efforts because I have a soft spot for exotic species, especially those that aren’t traditional favorites. It is also interesting to the narrative of a news release to be able to read quotes from the author that include a call to action and give more perspective to the inspiration for the research that is covered!”
4. On the “why it matters” – Seth Rose, Editorial Content Manager: “Every good release needs a simple and clean breakdown of what the research is about and how it was done, but the ones that stand out to me go beyond this to answer the why: why is this research relevant to our world and what impact could it have on the people living in it? It’s easy enough to read an abstract and get the gist of any given paper, but it’s this human context that news releases can play an important role in drawing out. Dynamic researcher quotes can be key here: don’t just ask your scientists for a summary of their work, ask them why they care!”

Where news releases tend to fall short

Not every release ends up in #EurekAlertStaffPicks, and that’s often less about the science and more about how it’s presented.

Some releases have a harder time connecting with readers when they’re written more for fellow specialists than for a general audience. Dense, jargon-heavy language can make it tough for anyone (journalists included) to find the story inside the research, even when the findings themselves are compelling. A headline that’s very technical, or runs long, can have the same effect — it’s just harder for a busy reader to take in at a glance.

EurekAlert!’s director, Brian Lin, says the best lesson on communication he’s ever learned came from his own mother. “She would always say, ‘if you want to invite someone in for tea, you’ve got to get them in the door first,’ which is to say if the front door – or your headline – is unappealing, it doesn’t matter how great the story behind the door is,” he explains.

Other releases land in a bit of a middle ground: not quite a full release, but not quite a research abstract either. It can feel like the author of the release tried for a while then gave up. Often what’s missing is simple connective tissue — the reason that a reader should care about a piece of research. In addition, a DOI or link back to the source, or a bit more multimedia to bring the piece to life can be just the right finishing touches.

The general rules that keep coming up

Looking back at what’s actually earned spot in #EurekAlertStaffPicks, a few patterns show up again and again:

• A strong, human hook up top. The picks that stick with us almost always open with something recognizable: a grainy sonogram, a homeowner with a meteor in his bedroom, a researcher’s own family experience. That opening line does the work of making a complex topic feel immediately relevant.
• Real people, real quotes. Whether it’s a scientific glassblower who started at 13 or a gynecologist explaining new treatment options, releases that let an actual person’s voice and expertise come through outperform ones that stay abstract and impersonal.
• A clear “why I should care.” The best picks connect the finding to something bigger — biodiversity loss, human health, the origins of life, the cost of getting to space — so the significance doesn’t require specialized background to appreciate. Even very esoteric, foundational science that seemingly doesn’t have immediate applications can be made relevant to everyday people by showcasing the scientific process of inquiry, which can often feel like a detective story.
• Vivid, specific detail. A “whale necropolis.” Ink painted onto skin in “cute designs.” These aren’t just facts, they’re images — and they’re what make a release memorable instead of forgettable.
• Smart use of multimedia. Photos matter, but don’t overlook audio or video. One of our favorite recent picks used whale-call recordings to let readers actually hear the dialect difference the release was describing — something text alone couldn’t have done.
• Honest framing of uncertainty or unexpected turns. Some of the strongest picks aren’t afraid to acknowledge what’s not yet known, or to highlight how a project changed course (a pandemic-scuttled field study leading to an unexpected U.S. discovery, for example). Honesty about the process builds trust and often makes for a better story anyway.
• Accessible language, technical accuracy. The releases that work hardest for journalists translate complexity without dumbing it down — explaining what a scale like “Youniversalism” measures or why the uncanny valley matters for macaques in plain terms, while still respecting the science. “Always assume your audience is busier than you know and smarter than you think,” Brian says.

The takeaway for PIOs

A good release earns attention the same way good journalism does: a clear hook, a human throughline, real voices, and just enough visual and technical support to let a journalist run with it. The releases that struggle usually aren’t lacking in good science — they’re lacking in translation. Give us the story inside the study, not just the study itself, and you’ve got a great shot at catching our eye.

What are your favorite news releases?

Have you submitted a news release to EurekAlert! that went viral? Share the most successful release you have produced and tell us what made it sing. Email webmaster@eurekalert.org with your picks and we might feature it in our 30th anniversary campaign later this year.

Want more examples of what our editors like every week? Join 1,000 other subscribers and get the #EurekAlertStaffPicks newsletter delivered to your inbox. Maybe one day soon you’ll see your own release among our favorites. Visit https://www.eurekalert.org/staffpickssignup to sign up now.

Note: This blog post was produced with the assistance of Claude Sonnet 5 and edited, fact-checked and signed off by the EurekAlert! Team.