Press releases as medical knowledge: Making news and identification in medical research communication

Medical knowledge about the brain is not confined to labs, clinics, or the neuroscientific community. One way in which such knowledge stretches into the public realm is in the shape of press releases. This chapter contributes with understandings about what occurs when medical scientific knowledge is explained in press releases by bringing forth public relations officers’ and researchers’ thoughts about the negotiations that take place in the processes of writing, distribution and reception of press releases. The essay draws on a genre theoretical framework and is based on material acquired through interviews with communication professionals and neuroscience scholars working at two different Swedish universities. The discussion is based on three reoccurring themes identified in the interviews. These are, firstly, how findings are framed in terms of breakthroughs and news, secondly, the importance of striking a balance and not promise too much, and lastly, the importance of facilitating some form identification among audiences with that which is reported.