How do you know if your research is reaching the right people?

1 Define your audience

Before you start planning your research communication, you need to identify who your target audience is and what their needs and interests are. Depending on your research topic and goals, you may have one or more audiences, such as policymakers, practitioners, media, or general public. To define your audience, you can use tools such as stakeholder mapping, personas, or audience segmentation. These will help you understand your audience's characteristics, preferences, motivations, and barriers.

2 Choose your channels

Once you have a clear picture of your audience, you need to decide how and where to reach them. There are many channels and formats available for research communication, such as academic journals, reports, briefs, blogs, podcasts, videos, webinars, social media, newsletters, or events. Each channel has its own advantages and limitations, so you need to consider factors such as accessibility, credibility, timeliness, and engagement. You can also use a mix of channels to reach different audiences or reinforce your message.

3 Craft your message

The next step is to create a clear and compelling message that conveys the main findings and implications of your research. You need to tailor your message to your audience and channel, using appropriate language, tone, and style. You also need to consider how to frame your message, using elements such as storytelling, emotion, relevance, or call to action. A useful tool for crafting your message is the message box, which helps you organize your key points and answer the questions of your audience.

4 Monitor your metrics

To evaluate the effectiveness of your research communication, you need to collect and analyze data on how your audience interacts with your content. There are different types of metrics that can help you measure different aspects of your communication, such as reach, engagement, influence, or impact. For example, you can use tools such as Google Analytics, social media analytics, or altmetrics to track the number of views, shares, comments, citations, or mentions of your research. These metrics can help you understand what works and what doesn't, and how to improve your communication strategy.

5 Seek feedback

Another way to assess your research communication is to ask for feedback from your audience or peers. Feedback can help you gain insights into how your audience perceives and values your research, and what questions or challenges they have. You can collect feedback through various methods, such as surveys, interviews, focus groups, or online forums. You can also use feedback to build relationships and networks with your audience, and to identify opportunities for collaboration or further research.

6 Learn and adapt

The final step is to use the data and feedback you have gathered to learn from your experience and adapt your communication accordingly. You can use tools such as SWOT analysis, logic models, or theories of change to reflect on your strengths, weaknesses, opportunities, and threats, and to plan your next steps. You can also use tools such as SMART goals, action plans, or checklists to monitor your progress and achievements. By learning and adapting, you can continuously improve your research communication and increase your chances of reaching the right people.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?