Behind the medical headlines

From laboratory report to front page

Most medical research stories in the media originate from press releases. These are sent to journalists by the researchers’ institution, the medical journal that published the research, the sponsor (often a drug company), or a medical charity.

Press releases are written by a press officer and agreed by the team that did the research. They summarise the newsworthy aspects of the research and present selected findings. Press releases often include a quote from a researcher. The original study isn’t always sent out with the press release, although some journals provide a link to the paper. Journalists may be offered telephone interviews with a researcher.

Press officers know which medical studies will get picked up by the media. Emma Dickinson, press officer at The BMJ, says topicality and controversy are important, but one major criteria is how many people are affected by a paper’s findings.

“Lifestyle papers usually go big; anything about diet or exercise, anything to do with sex or shift work. Things that affect a lot of people. Also commonly used drugs like aspirin or antibiotics. Anything on pregnant women, or kids and TV watching,” she said.

In an ideal world, …