5 Core Elements That Make Research Communication Work

Many researchers default to one of two extremes when sharing their research: writing for academic peers or "translating" for the general public. But this binary thinking misses the rich ecosystem of people who could engage with your research in meaningful ways.

Recent research shows almost half of science communication literature still defaults to this vague idea of "the general public." But effective research communication happens across a very diverse group of audiences and needs different approaches for each one.

Instead of focusing on "the general public," think about these groups and how you could engage with them to achieve your research communication goals:?

• With academic colleagues for citations and collaborations
• With students to inspire, educate, and inform the next generation
• With industry partners to help mold practices and develop more impactful research
• With specific groups and people to engage, learn from, and shape the conversation
• With funders to secure support for future work

Each audience needs a different approach. But they all share some fundamental elements that make communication work.

Here are 5 core elements that make research communication work, no matter who you're trying to reach:

1. Strategic Clarity

Before you share your research, determine what your goals are. Why do you want to share this research??What do you want the audience to do with the work once they see it?

• Looking for research collaborators??
• Want to increase your citation count?
• Hoping to influence industry practice?
• Aiming to inform policy decisions?
• Seeking to engage students?

Your purpose shapes the entire communication process - everything from content to delivery.

2. Audience Insight

We must get more specific about our audiences. McCarthy and Grant (2024) found that researchers and scholars often think about audiences through three areas:

• Who they are (their background, knowledge, values)
• What they do (how they engage with research)
• How we frame them (specific groups vs. vague "public")

This could include:

• Academic colleagues who want to learn more about the theoretical implications and findings, and how they can apply this to their own research line
• Students who need scaffolding to connect concepts to practical application
• Industry partners whose focus is on the practical applications and what it means for their bottom line
• Public groups who care about the relevance to their daily lives
• Funders who are looking for alignment with their priorities

Seethaler et al. (2019) point out that effective communication requires understanding how different groups make decisions and process information. This, along with an understanding of the specific audience, is key to effective research communication.

3. Message Design

Here's where things get interesting and fun! With research communication, the research stays the same across audiences. Its how you package that shifts. This is NOT about "dumbing it down" as the knowledge deficit model would have you believe. Repackaging your message better ensures its delivery:

• Frame theoretical implications and findings for academic peers in and outside of your discipline for potential cross-disciplinary collaboration
• Create engaging and practical examples for students
• Highlight practical applications for industry that can be easily applied or discussed
• Connect to real-world impact for individuals and groups who are interested in the research topic
• Emphasize innovation and potential for funders

Adapting your message isn't about simplifying—it's about relevance to the audience.

4. Channel Selection

Each audience has preferred ways of engaging with research:

• Academic peers through journals and conferences, social media, listservs, and symposium
• Students through multiple learning modalities and discussions
• Industry through reports, workshops, direct outreach, and social media
• Public groups through media, social media, discussion boards, and community events
• Funders through proposals and presentations

Match your channel to your audience and goal.

5.? Trust

Regardless of the audience, building trust is fundamental. Trust in science and scientists is fickle, so we must do what we can to mend this. Without trust, your message may not land.?

• Show methodological rigor for academic peers
• Demonstrate relevance and applicability for students by explaining how theory works IRL
• Prove practical understanding for industry and share ways to apply research
• Help connect with public groups by sharing your personal research story and background
• Display accountability for funders

Trust comes from consistency, transparency, and genuine engagement. It is also a muscle that needs to be practiced.

Moving Forward

As researchers, we often default to academic communication styles and thoughts of "the general public." But expanding our view of research communication, who is involved, and mastering these core elements, can increase our impact.