Writing an effective 100-word media summary

This is your elevator pitch! Think of it this way: How would you describe your project to a grandparent or neighbour?

* Keep it clear – in this forum, short, everyday words are better than jargon

* Give it context – why is this research important?

* Consider including: who, what, when, where, why and how.

Below is an example of a successful media statement from Dr Ashleigh Barrett-Young, University of Otago.

_A blood test for early Alzheimer’s disease is getting closer to reality. In this project, we will investigate a promising blood biomarker of Alzheimer’s disease, pTau181, in members of the Dunedin study (aged 45 when their blood was collected). This project will tell us a lot about the processes of Alzheimer’s disease in its earliest stages and may help to identify people who are at risk of developing Alzheimer’s while they are still middle-aged, and when lifestyle and pharmacological treatments may be most effective._

And here’s the story it prompted in the Neurological Foundation Headlines magazine:

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