First Impressions: Creating Newsflashes with Impact

Posting a report on the web or sending out a press release used to be all that was needed to help get the word out about one's research findings. But times have changed. Today, effective dissemination depends on getting the right message to the right people at the right time in the right form. To break through the clutter, researchers need the right elements: a compelling story, engaging visuals, and a set of electronic tools, including email, video, and social media. A successful newsflash—an email blast announcing new research findings—incorporates all of these elements. The succinct newsflash format is also perfect for smaller devices like tablets and smart phones, which are becoming increasingly important for delivering information. This guide provides tips for researchers on how to quickly and effectively inform decision makers, stakeholders, and practitioners through the use of newsflashes.