Press releases and image rights

The prerequisite for a press release is always a specific, current cause. The news value of the topic is the main factor determining editorial interest.

• Research results are particularly exciting if as many people as possible can benefit from them. They are also popular if they disprove a previously widespread assumption.
• New research projects and transfer projects are relevant if they touch on topics of general interest, are associated with high levels of funding or bring about change.
• Personalia such as newly appointed professors, prizes and awards are always worth announcing.
• Major events at Clausthal University of Technology that are also aimed at an external audience can be a topic for the media.
• New degree programs or innovative or digital teaching concepts are particularly relevant for students, prospective students, but also for the economy.
• Major construction projects are usually of particular interest to the regional public and therefore to the regional media.
• Even "colorful" events can be suitable for media work.

Please let us know before you send us a text for a press release. We will advise you on whether the press release is the right instrument or whether there are other formats that will convey your message better.

• Write clearly, factually and precisely. Leave unusual formulations and evaluations to the journalists.
• Journalists shorten the texts from the bottom if necessary, so write the most important points first.
• If possible, answer the 5 W questions in the first paragraph: Who found out what? What can be done with it? Why is this an important result? What is new? Who does it help, who is affected?
• Use examples. Make references to everyday life or current topics.
• Write actively and not passively.
• Insert crisp quotations.
• Provide facts and figures (amount of funding, costs, scope ...)! However, avoid columns of figures, explain high or very small numbers and complex processes with comparisons.
• Press releases should be no longer than one page. Only deal with one topic per press release.
• Always spell out abbreviations first and avoid using technical terms wherever possible.
• Personal details should always be complete: first name, surname, function, but only the most important title.

As your press and communications department, we support you in creating a press release and then send it to the media.

Meaningful, good pictures and graphics increase the attention for your press release and can contribute a lot to understanding. This also applies to the website.

Tips for dealing with images

• Only use images from clear sources.
• Always publish images with the copyright and source reference (e.g.: Christian Kreutzmann/TU Clausthal).
• Observe the rights of use, which may be restricted in terms of time and for certain channels (print, online, social media), for example.
• Only use photos of people with the consent of the people depicted.
• If in doubt, it is better to use a different image.