As a taxpayer-funded organisation that designs, builds, and operates ground-based astronomical observatories, ESO has a duty to share the science enabled by its facilities. At the same time, communicating about discoveries made by our telescopes helps raise ESO’s profile and build public support for the organisation. Press releases, specifically those based on scientific papers using ESO data (the focus of this talk), are one of the best means we have to do that. In this informal discussion, I will summarise how we decide which papers to press release, clarify the do’s and don’ts of pitching a paper to the Department of Communication, and detail how we produce and distribute ESO press releases.