Publishing research is just the first step, but for real impact, it needs to be effectively communicated. To address this need, we hosted a webinar titled “Showcasing Research Excellence: Building Narratives That Drive Impact,” led by Shayne Rydquist.
Shane Rydquist is the Global Head of our Digital Media Solutions and brings over a decade of experience in research promotion, content strategy and digital engagement. In this webinar, he delved into the importance of research storytelling, how digital platforms can amplify research visibility, and the strategies institutions can use to make their research stand out.
With over three million manuscripts published annually, standing out in the crowded research landscape requires more than just peer-reviewed validation. The key? Effective research storytelling. This blog explores why research communication matters, how it drives impact, and the best strategies to ensure your research reaches the right audience.
Why Research Communication Matters
Many researchers wonder why they should promote their work after publication. Isn’t the peer-review process enough? While peer review ensures research quality, visibility is what drives impact. Here’s why communication is essential:
- Increased Discoverability: With millions of publications available, a well-promoted paper has a better chance of reaching a broader audience.
- Higher Citations & Engagement: Research that is actively discussed and disseminated tends to be cited more often.
- Real-World Influence: Effective storytelling bridges the gap between academia, industry, policymakers, and the media.
- Funding & Institutional Recognition: Universities and funding bodies prioritize engagement metrics, including alternative citations and public discussions.
The Four Pillars of Research Storytelling
To effectively communicate research, it’s essential to focus on four key elements:
- Clarity: What is the key message? Simplify complex ideas for broader audiences.
- Relevance: How does the research connect to real-world challenges? Relating research to societal needs increases engagement.
- Visual Appeal: Infographics, videos, and interactive content make research more digestible and shareable.
- Engagement: Content must not only inform but also spark discussions and action.
Crafting a Digital-First Research Communication Strategy
Institutions, publishers, and researchers must take the lead in promoting research. A digital-first approach ensures maximum impact. Here’s how to structure a winning research communication plan:
Step 1: Define What to Promote
When planning a research communication strategy, start by identifying the focus. Research promotion can take three main directions:
- Showcasing Research Excellence: Highlighting high-impact studies to demonstrate a journal’s contribution to knowledge.
- Author Stories: Humanizing research by sharing an author’s journey behind the discovery.
- Research Integrity & Ethics: Showcasing transparency, peer review processes, and ethical publishing standards.
Step 2: Choose How to Promote
Once the focus is clear, the next step is selecting the right promotional approach. The three main strategies include:
- Hybrid Approach (Traditional + Digital Media)
- Combines press releases with social media campaigns.
- Best for maximizing credibility and media coverage.
- Requires a dedicated PR strategy and time-sensitive execution (within 30 days of publication).
- Digital-Only Strategy
- Uses social media platforms like LinkedIn, BlueSky, and YouTube to drive engagement.
- Scalable and measurable but requires consistent effort.
- Ideal for Open Access promotions, journal launches, and thematic collections.
- Content Hubs
- Long-term investment in a dedicated research storytelling platform.
- Features explainers, Q&A sessions, blog articles and author interviews.
- Builds sustained engagement and enhances institutional reputation.
Best Practices for Research Promotion
Leverage Multi-Format Content
Using a mix of infographics, short videos, podcasts, and interactive threads makes research more engaging and accessible. Visuals simplify complex findings, videos and podcasts add depth, and social media threads encourage discussions, ensuring broader reach.
Utilize Social Media Consistently
Regular posting on LinkedIn, BlueSky, and other platforms keeps research visible and encourages engagement. A consistent presence helps reach the right audience, drive discussions, and sustain interest over time.
Engage with Authors
Featuring researchers through interviews or behind-the-scenes content humanizes their work and builds stronger connections with audiences. Showcasing their journey makes research more relatable and increases engagement.
Time Research Promotion Effectively
The first 30 days post-publication are critical for impact. Early promotion boosts citations, visibility and engagement, ensuring research gets the attention it deserves.
Conclusion
In a world where attention spans are shrinking, research communication must evolve beyond static journal articles. Whether through a hybrid approach, a digital-only strategy or investing in a content hub, institutions and researchers must proactively tell the stories behind their discoveries.
By embracing research storytelling, the academic community can not only increase citations but also drive real-world impact—bridging the gap between research and society.
Want to enhance your research visibility? Contact us to explore the right strategies and tools for impactful research promotion.