Tips for Communicating Research Impact

Communicating the impact of research is an integral part of the research process. It allows researchers to share the results of their work with a broader audience, including policymakers, funding bodies, and the general public. Effective communication can help promote the research's value and increase its impact on society.

• Know your audience

Identify and understand your research end-users to tailor your language and ensure the content is understood. Refine the messages for different groups and use relevant analogies to help the audience relate to the content. Consider the platforms or communication methods that will suit the audience to increase translation and impact. Set a goal early and be strategic on how to reach your audience.

• Simplify your language

Ensure everyone can understand what you are saying. Avoid jargon, scientific terminology, and ambiguity. Keep information clear, and concise, and use an active voice. Accessible messaging also includes layout and design, so remember to use clear headings, white space, and relevant visuals to demand attention and project your message. Carefully produce unbiased and apolitical communications to avoid negative attention.

• Share and collaborate

Be enthusiastic to share your research.  Use a variety of mediums such as conferences, press releases, traditional media, publications, blogs, vlogs, interviews, podcasts, social media, events, and exhibitions. Tell a memorable story that is shareable, relatable, and well-timed for maximum reach. Collaboration is another key form of knowledge sharing. Communicating and coproducing outside your area of research can extend the reach of your work, leading to greater significance and impact.

• Be creative

Demand the attention of the audience with innovative and captivating messages and formats. This is an opportunity to show your passion, and motivation, and why your research is important. Use an inverted pyramid approach and get straight to the point by starting with an interesting and important conclusion. Follow this with supporting information and background details and exclude generic details to avoid losing the attention of the audience.

• Relate your research

Connect the messages to audience beliefs and knowledge to help increase understanding of complex concepts and ideas. Use analogies, metaphors, and comparisons and explain how the research can be applied to benefit the audience. Focus on the bigger picture and explain why the research is necessary along with the current and potential impacts.

• Plan your elevator pitch

Prepare a short, well-crafted overview of your research, ready for anyone who asks about your research and its benefits. Keep it to one minute or less and consider using it as an introduction to presentations to briefly summarise your work. This elevator pitch should explain why your research is exciting, important, and relevant to the current or future needs of society.