Once academic research has been done, it is important for that research to be exposed to people, to the general public, and for the important messages of the research to be broadcast widely, for its findings to be disseminated and thereby being able to effect society at large. This is as important for researchers as it is for research itself; professors are assessed more and more on the academic and wider “impact” of their research.
Much of the research which comes out of universities has the power to influence, educate, or change the world, but most of it does not reach the public, and this difficult, time-intensive, important work, and potentially world-changing information does not have the effect on the world that it should.
This is where public relations comes in. PR enables academic research to have the impact that it deserves. With the reach that PR can give to research, it amplifies its effects well beyond the borders of academia.
Promoting this knowledge means taking high-quality research, highlighting the significance of the findings, presenting it in an attractive and newsworthy way, getting it in front of journalists, and then aiding journalists in getting it out to audiences.
Here’s a comprehensive guide on how to do public relations for university scholars’ publications.
How to do public relations and increase impact for university research
1. Understand and identify key findings
2. Work with the best material
4. Make sure the headline is short
5. Highlight real-world impact
6. Utilise university platforms
8. Avoid an un-journalistic tone
1. Understand and identify key findings
Begin by thoroughly understanding the research you are promoting. Take some time to read the paper or study you are working on, ask questions of the researcher, and dig around a little in the news cycle, so that you can best position the research. Identify the key findings, the most interesting quotes and titbits, the most world-relevant parts, the implications of the findings, and the potential benefits to society, industry, or academia. Highlighting the practical applications and novel contributions of the research will make it even more appealing to a broader audience.
2. Work with the best material
If you’re restricted for time, maximise the time you have by being selective with the research papers you focus on. Trawl through your university’s research webpages to find the best work, the work that will impress journalists. Perhaps ask a relevant colleague to send you the most interesting papers, perhaps a Dean of Research, and media train them as you go so that they learn to send only the best and most media-friendly research papers to you.
3. Craft a story
Transform the research findings into a compelling narrative that will capture journalists’ attention. What relevance does the research have to current events and the news cycle? What does it change about how we think about a topic? A good pitch or press release on a good research paper should capture the attention of both the media and the general public through its presentation, content, and language. Start with a captivating headline that highlights the most exciting aspect of the research. Follow with an engaging introduction that sets the scene, presents the problem, and introduces the research as a solution.
4. Make sure the headline is short
Ideally a headline should be no more than about six words, and it should read like a headline. You want to offer the journalist value. Highlight the most intriguing and novel finding from the research right in the headline, and don’t leave it buried deep in the text. Journalists decide within seconds if something is worth their time. They get so many pitches and emails, that a clear, interesting, enticing, and engaging headline will encourage journalists to open your email, read it, and be enthused to explore your research further.
5. Highlight real-world impact
Emphasise the real-world implications of the research. Explain how it addresses current challenges, contributes to advancements in a particular field, or benefits society. Use specific examples to illustrate these points, making the research relatable and understandable to non-experts.
6. Utilise university platforms
Leverage the university’s own platforms, such as its website, social media channels, and newsletters. Universities often have established audiences and credibility, making them ideal platforms for disseminating research once the piece is out. Collaborate with your marketing and communications team and other colleagues to ensure the results of PR work are featured prominently everywhere it can be.
7. Monitor and measure impact
After the press release is distributed or coverage is published, monitor its impact using analytics tools. Track metrics such as additional media coverage, social media engagement, website traffic, and citations. Analysing this data can help you understand the reach and effectiveness of your PR efforts and guide future strategies.
8. Avoid an un-journalistic tone
Remember that this is for a news media outlet and pitch the research with this in mind, and tailor your content for that purpose. Content that reads like an advertisement will not be picked up by journalists. Compelling and novel research will naturally attract media interest, leading to positive exposure for the institution, and so lean into that. Prioritise and promote the research and what it means to the world and to readers first and foremost. The primary aim of your work is to promote the educational institution and the great research which it does, and keeping to the right tone will enable you to do so.
9. Eliminate academic jargon
Steer clear of jargon, clarify technical terms, and spell out any acronyms. Academic language, although acceptable in research papers, should be made to be as clear and understandable as humanly possible when being presented to journalists. When translating academic research into a press release or pitch, the goal is not to oversimplify and damage the research, but to make it comprehensible to a broader audience: people who read the news. Quotes from researchers should offer insight and perspective, enhancing the press release, but should avoid jargon or esoteric language that might confuse readers, and it helps if they come from the researcher themselves, and add something new to the research, rather than restate something in the paper already (which the journalist will hopefully read).
10. Be generous
Be generous and unfailingly polite throughout your communications, with researchers, and with journalists, and your work will be easier and smoother, and everyone involved will be happy working with you and will want to do it again! In a word, you’ll be golden, and help phenomenal research have an even more profound and important effect on the world.
Conclusion
Promoting university research through effective public relations involves a blend of compelling storytelling, strategic use of credible sources, and engagement with key influencers in the media. By following these steps, you can enhance the visibility and impact of academic research, ensuring it reaches and resonates with a broad audience.
Tom has a doctorate in English and Classics from University College London, a master’s in Classical Reception from UCL, and spent a year as a graduate researcher at Yale University. Spending so long in universities, Tom has an in-depth understanding of how they operate, and how they best work, he has developed a deep admiration for research, and wants nothing more than to see academic research read by more and affecting the world in powerful ways.
