Whether you’re writing a press release or a blog about your research, chances are you’ll be including an image or a visualization. If you’re including an image, I only have one suggestion for you: don’t put in a generic stock-photo. You know the kind I’m talking about. A lovely photo of a breaching whale, or a tropical beach, even though the work has absolutely nothing to do whatsoever with whales or beaches. While these are useful for click-bait, they perpetuate the myth that only charismatic megafauna and pretty places deserve protection. That’s not cool. It shows that you have no respect for your reader. If you can’t respect your audience and their intelligence to recognize when you’re throwing click-bait at them, then they will hold no respect for you, either.
Now if you’re including a visualization (i.e. chart or graph) in your press release/blog, I have much more advice for you! Namely: