When press releases become public science communication
Science communication no longer follows a simple path from researchers to journalists to the public. Today, press releases distributed by Science News Agencies (SNAs) often reach citizens directly through websites and social media.
A study recently published in the Journal of Science Communication investigated four major agencies—EurekAlert!, AlphaGalileo, Science Media Centre UK, and Agência Bori (Brasil). It posed a vital question: Since press releases are now frequently used as public-facing texts, are they actually appropriate for consumption by a general audience?
The authors argue that SNAs are no longer just intermediaries for journalists. With large online followings and openly accessible archives, their materials circulate widely. This shift makes their role central to public engagement with science .
Measuring public suitability
To assess this, the researchers developed the SARP (Social Adequacy Rating for Press Releases) index . They analysed 20 press releases against seven criteria, including:
- Clear technical information and links to the original study
- Inclusion of independent expert voices
- Explanation of public impact
- Absence of exaggerated PR language
- Readability, design, and open access
All agencies showed potential for public adequacy, but differences emerged. Science Media Centre UK achieved the highest experimental score (94%), largely due to its practice of including external experts . Other agencies performed well on readability and layout, but often lacked direct links to scientific articles or full open access.
Why this matters for engagement
If press releases become a primary source of science information for citizens, their quality directly shapes public understanding. Without transparency, contextualisation, and access to original research, institutional communication risks amplifying promotional narratives rather than fostering informed debate.
The study suggests that hybrid models — combining PR efficiency with journalistic norms such as plural sourcing and societal framing — are better positioned to bridge science and society .
Simple measures could make a difference: clearer notices about the nature of the text, consistent hyperlinks to research, explicit discussion of societal implications, and transparency about sources.
In an era of shrinking science desks, improving the public adequacy of press releases is not a marginal issue. It is a concrete way to strengthen inclusion, transparency, and trust — and to ensure that the growing direct circulation of scientific information genuinely supports public engagement.
Read the full paper: Science News Agencies in science communication: an exploratory index for evaluating and enhancing public interest in mass-distributed press releases
