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How do you tailor your research communication style?

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As a researcher, you have to communicate your findings and insights to different audiences, such as peers, funders, policymakers, media, or the public. How do you tailor your research communication style to suit the purpose, context, and expectations of each group? Here are some tips to help you adapt your message and delivery for effective and engaging research communication.

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Milos Djukic

Full Professor, University of Belgrade, Faculty of Mechanical Engineering, Subject Editor - International Journal of…
Ronanki Ravi

Supplier Quality Management , Quality Assurance Professional, IMS, Process and Product Audit Management.
Fady F. Abayazid, PhD

Structural Analysis, Crashworthiness and Injury Biomechanics

1 Know your audience

Before you start planning your communication, you need to identify who you are talking to and what they want to know. What are their backgrounds, interests, values, and goals? How familiar are they with your topic and terminology? How do they prefer to receive and process information? You can use various methods to research your audience, such as surveys, interviews, focus groups, or online analytics. The more you know about your audience, the more you can tailor your communication to their needs and preferences.

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Milos Djukic

Full Professor, University of Belgrade, Faculty of Mechanical Engineering, Subject Editor - International Journal of Hydrogen Energy by Elsevier, Reviewer - European Research Council (ERC), Fellow of the ESIS (fesis)
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Science communication is a very special kind of art. Very few scientists comprehend the ways to bring closer science to people. One of the most important things is to understand that science and research is all about people and their prosperity. Without that, science will stay behind the doors of laboratories as a monument to the scientific community's and modern society's misunderstanding of its true purposes.

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Ronanki Ravi

Supplier Quality Management , Quality Assurance Professional, IMS, Process and Product Audit Management.
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True. Science is all about people and making people understand the impact of science in daily lives and make them prosperous.

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2 Define your objectives

Once you have a clear picture of your audience, you need to define what you want to achieve with your communication. What are the main points you want to convey? What are the key messages you want to emphasize? What are the actions you want to inspire? How do you want to influence or persuade your audience? Your objectives should be specific, measurable, achievable, relevant, and time-bound. They should also align with your audience's goals and motivations.

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Fady F. Abayazid, PhD

Structural Analysis, Crashworthiness and Injury Biomechanics
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This is why planning your pitch is useful. There are several techniques to planning your presentation such as the Situation, Task, Action and Result (STAR) method. However, I was inspired to simplify that to simply “Problem and Solution”. The idea is to present the situation or problem as clearly as possible such that your audience have built an internal hunger for a solution, then present the solution right at the end, as well as future work and/or potential improvements.

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3 Choose your format

Depending on your objectives and audience, you may have to communicate your research in different formats, such as reports, articles, presentations, posters, podcasts, videos, infographics, or blogs. Each format has its own advantages and limitations, so you need to consider how to best use them to showcase your research. For example, reports and articles are suitable for detailed and technical information, while presentations and posters are ideal for visual and interactive communication. Podcasts and videos are great for storytelling and emotional appeal, while infographics and blogs are effective for summarizing and highlighting key findings.

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4 Use appropriate language

One of the most important aspects of tailoring your research communication style is using appropriate language for your audience and format. You need to adjust your tone, vocabulary, grammar, and structure to suit the level of formality, familiarity, and complexity that your communication requires. For example, you may use more technical and academic language for peer-reviewed publications, but more simple and conversational language for media interviews or social media posts. You also need to avoid jargon, acronyms, and abbreviations that may confuse or alienate your audience, and explain any terms or concepts that may be unfamiliar or unclear.

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5 Engage and connect

Finally, you need to make sure that your research communication is not only informative, but also engaging and connective. You want to capture your audience's attention, interest, and curiosity, and make them care about your research and its implications. You can do this by using various techniques, such as storytelling, anecdotes, examples, metaphors, analogies, humor, questions, or calls to action. You also need to show your passion, enthusiasm, and credibility as a researcher, and express empathy and respect for your audience's perspectives and feedback.

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Fady F. Abayazid, PhD

Structural Analysis, Crashworthiness and Injury Biomechanics
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One very effective way to connect with your audience and get yourself off the spotlight is asking them a question. People will be more keen to answer than you think, although some audiences really hold themselves back. So, it is best to use this one with caution, knowing that there is potential for a dead silent response.

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6 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?

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How do you tailor your research communication style?

1

2

3

4

5

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1 Know your audience

2 Define your objectives

3 Choose your format

4 Use appropriate language

5 Engage and connect

6 Here’s what else to consider

Research

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How do you tailor your research communication style?

1

2

3

4

5

6

1 Know your audience

2 Define your objectives

3 Choose your format

4 Use appropriate language

5 Engage and connect

6 Here’s what else to consider

Research

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