Background: Evidence-based information needs to compete effectively for attention in the media, which may also be able to familiarise the public with more sophisticated concepts of proof. Objective: To develop hypotheses on ways to increase the extent of evidence concept coverage within media reports. Methods: In 2009, we piloted a structured press release program, with individually pre-determined objectives to facilitate media content analysis. Ten press releases were produced in German, with 5 also released in English. To identify resulting German media reports, the PMG (a national press monitor) and Google News were systematically searched. For this analysis, we included only major lay media reports. We classified media releases as either ‘‘low’’ or ‘‘high’’ in the extent to which evidence concepts dominated the press release’s content. The text of media reports was searched for key words for evidence, and for specific mention that the report was based on more than a single study. Results: One press release resulted in no major media reports, and the other 9 resulted in 82 reports (range: 1 to 22). A total of 43 of 82 reports included an ‘‘evidence’’ word or phrase and/or indicated that the data were based on more than a single study (52%). The media report was more likely to mention an evidence concept if discussion of evidence was ‘‘high’’ in the press release (RR 1,91; 95% CI 1,12 to 3,26). Only 12 of 82 reports used a word or phrase meaning evidence or proof (15%), compressing methodology into brief lay catchphrases (‘‘summarised study results’’ rather than ‘‘meta-analysis’’). All reports mentioned the name of the institutional author (the ‘‘authority’’). Conclusions: Increasing the amount of space devoted to discussing methodology in a press release may increase the transportation of evidence concepts. As journalistic practice strongly favours naming the information source, emphasis on marketing the association of evidence/methodology with authoritative ‘‘brands’’ remains a priority. If we hope to transport more evidence concepts within media reports, we need to extend our vocabulary of very brief phrases or words that convey these concepts effectively to lay people.