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about why your story will be a good fit for their publication. Since your press release is facts-driven, it can be helpful to use a story of a person affected by the public health issue to show how these facts are important.

4. Keep scientific language to a minimum.

When writing press releases or other press materials, consider all of the populations who may be reading or viewing it. Complicated or scientific language can be confusing and overwhelming. Microsoft Office can help you gauge readability by providing a score for the Flesch Reading Ease Test and the Flesch-Kincaid Grade Level Test. With these tools in mind, it's a good idea to write your materials at a fourth grade reading level. Not only does this make your work easier to understand by your audience, it also prevents journalists or editors from having to rewrite it. For more examples of how to transition scientific papers to plain language, review this guide from the National Institutes of Health.

5. Tailor your materials for each circumstance.

Not every situation requires a full press release. Upcoming events or press conferences might be better served by a media advisory, a truncated release that outlines who, what, when, where, why, and how. Unlike a press release, a media advisory doesn't read like an article, but rather a bulleted list or an invitation. Other times, a verbal or e-mail "pitch" will suffice. This method may be used for proposing an interview with an organizational leader or community member or when you want to work with the press to develop a story. Of course, you'll want to properly prepare for this by creating talking points for those speaking and/or being interviewed.

6. Consider distributing your release on "the wire" or submitting online.

If you need mass distribution of your release, you can pay to use services like PRNewswire. Media outlets subscribe to this service, so there is a higher probability that an editor or journalist will see your press release. More recently, organizations have started subscribing to online submission sites, like PRWeb, that allow users to upload a press release, photos, and videos to a site. Then, the link to this site is distributed among a network of journalists. The link may also be used by the organization to help direct writers and reporters to the site via social media and e-mail. It's also a good idea to post your releases on your organization's website so that visitors can read the latest information and so journalists can find your information through search engines online.