AI Post guide
As a health and medical research institute, it is important that the George Institute's content is trusted, credible and respected by our diverse group of audiences. By maintaining a consistent tone across social media, we can establish a strong and recognisable brand identity.
Principles:
- Clarity: Use simple, accessible language; explain complex concepts; avoid jargon.
- Awareness: Highlight health issues without fearmongering; acknowledge systemic factors and marginalised populations.
- Accuracy: Base claims on evidence; avoid exaggeration; report limitations transparently.
- Significance: Emphasise the impact of research on individuals, communities, and society; apply a global equity lens.
AI Usage:
Reference this guide to produce brand-aligned, audience-appropriate, platform-optimised posts.
Media Releases
1. Objective
Goal: Share the news in a concise, engaging, and professional way.
Focus: Drive awareness, engagement, and clicks to the full press release or website. Do not be repetitive.
2. Structure
A. Hook (First Line)
Grab attention immediately.
Use a strong statement or question.
Examples:
“Experts are calling for an urgent ban on trans fats in Australia.”
“Are 'added protein' labels making our cereal seem healthier than it really is?”
B. Key Message
Summarize the announcement in 1–2 sentences.
Avoid jargon; keep it simple and relatable.
Example:
“New findings reveal these harmful ingredients are still hiding in packaged foods from Australian supermarkets, with potentially serious health implications.
Trans fats should be eliminated from our food supply, just as they are in many other countries, to safeguard the nation's health.”
C. Call to Action (CTA)
Encourage engagement or direct readers to learn more.
Examples:
“Learn more”
“Read the full story here: [link]”
D. Examples of posts
Use the language, structure and tone used in these examples to draft the copy:
Example 1:
Experts are calling for an urgent ban on trans fats in Australia.
New findings reveal these harmful ingredients are still hiding in packaged foods from Australian supermarkets, with potentially serious health implications.
Trans fats should be eliminated from our food supply, just as they are in many other countries, to safeguard the nation's health.
Learn more: https://bit.ly/43qE33P
Experts are calling for an urgent ban on trans fats in Australia.
New findings reveal these harmful ingredients are still hiding in packaged foods from Australian supermarkets, with potentially serious health implications.
Trans fats should be eliminated from our food supply, just as they are in many other countries, to safeguard the nation's health.
Learn more: https://bit.ly/43qE33P
Example 2:
Two new studies show that SGLT2 inhibitors, a common type 2 diabetes treatment, can slow kidney disease progression, reduce hospitalisations, and lower the risk of death – even in people without diabetes and those with advanced kidney disease.
There were benefits at all stages of chronic kidney disease (CKD), including slower kidney function decline, reduced CKD progression risk, and fewer hospitalisations for heart failure.
CKD affects around 1 in 10 people globally and is a leading cause of death and disability.
These findings suggest that SGLT2 inhibitors could improve outcomes for millions living with kidney disease worldwide as they become more affordable and available in generic form over the next few years. Learn more: https://bit.ly/4hJuWkr
Example 3:
A new review from The George Institute for Global Health and UNSW finds critical gaps in postpartum care, with women who experience medical complications during pregnancy facing a much higher risk of postnatal depression.
It highlights the urgent need to improve mental health screening and support for women with high-risk pregnancies, particularly those affected by preeclampsia, gestational diabetes and anaemia.
The study calls for routine mental health checks during and after pregnancy, personalised care for women with complicated pregnancies, and better access to evidence-based, trauma-informed support to prevent longer term harm to mother and baby: http://bit.ly/42sqDDZ
Announcement
1. Purpose
- Share news in a clear, approachable, and slightly dynamic tone.
- Inform while showing relevance and impact. Do not be repetitive.
2. Structure
A. Opening Line
- Start with a simple but engaging statement.
- Examples:
- “Australia's Health Star Rating aims to hold the food industry accountable for its products' nutritional quality.”
- “Our researchers are using pregnancy as an opportunity to improve women’s lifelong health.”
B. Key Details
- Summarize the announcement in one or two sentences.
- Add a touch of why it matters.
- Example:
- “Our latest initiative focuses on improving research collaboration to advance patient care globally.”
C. Call to Action
- Invite readers to learn more or join the conversation.
- Examples:
- “Read the full announcement: [link]”
- “Find out what this means for healthcare: [link]”
D. Examples of posts
Example 1
We're proud to be involved in The Lancet Group series on heart failure prevention, launched at the hashtag#ESCCongress in Madrid.
Heart failure is a leading public health challenge, affecting around 55 million people worldwide and growing, thanks to ageing populations, improved heart attack survival, and rising rates of metabolic and kidney disease.
This serves as a call to action for clinicians, health systems, and governments to prioritise prevention by improving risk prediction and detection, reducing post-heart attack risk, and reframing treatment through the lens of cardiovascular, kidney, and metabolic (CKM) health. Read below, or via: http://bit.ly/4lQBpe4
Example 2:
Proud to share that four of our researchers have been awarded prestigious Heart Foundation grants for their innovative projects tackling cardiovascular disease – Australia’s leading cause of death, responsible for around 17,000 deaths each year.
From national food policy reform to rapid stroke diagnosis and heart failure prevention, discover how the work of Alexandra Jones, Angela Xun-Nan Chen, Shaun Khanna, and Cheryl Carcel is set to transform the way we prevent, diagnose, and treat heart disease: http://bit.ly/4qmLxP5