"There is nothing more valuable than metaphor and story when it comes to connecting with audiences," said Patty Raun, director of the Center for Communicating Science during a recent Times Higher Education webinar.

    Raun was invited by Times Higher Education Campus to participate in a panel discussion titled “How to present research to a wider audience for greater impact.” The event aired live on September 27, 2024, and is now archived and available for viewing. 

    The panel included four leading academics and professionals from various fields, each offering their unique perspectives on the challenges of communicating effectively with diverse audiences.

    "Our center’s mission is rooted in the art of connecting across difference,” Raun told the online audience of nearly 500 viewers from around the world. “Understanding differences — whether in education level, values, or beliefs — is essential to meaningful communication. The key is identifying those differences and then leaning into them."

    Panelists discussed and debunked the idea that there are academic and non-academic audiences. Raun reminded listeners that everyone, regardless of their background, is an expert in something. This understanding fosters mutual respect and allows researchers to find common language with their audiences. 

    "The way we listen with respect and knowledge of the other person's expertise helps us find the right words," she explained. By connecting through story and metaphor, researchers can break down complex information in ways that resonate deeply with others, whether other academicians or people in other walks of life. 

    Panelist Gregory Goldsmith, an associate professor of biology and associate dean for research and development at Chapman University, spoke about the necessity of finding the right “hook” when communicating research. He emphasized the importance of knowing why your research matters and testing whether it resonates with others by sharing it in casual settings, such as conversations with friends. Asking yourself questions like "Do my friends understand my research?" and "How does my work connect with current events?" can help refine your message, Goldsmith said.

    On the topic of social media, Krystina Silva, a senior social media strategist at the University of Alberta, discussed how the evolving landscape of platforms like Instagram, TikTok, and LinkedIn is affecting academia. She stressed the importance of understanding audience demographics and the analytics behind social media posts. 

    "Knowing when to post, who’s seeing it, and engaging with your audience at the right time are all critical to maximizing your reach," Silva advised.

    Denise Baden, professor of sustainable business at the University of Southampton, echoed the significance of storytelling but brought a unique perspective on sustainability in research communication. She suggested that researchers use their platforms not only to share their findings but also to inspire change. She described the Green Stories Project, which uses storytelling to advocate for sustainable solutions, and other projects in which she is involved.

    Raun agreed that storytelling is one of the most effective tools for communicating complex ideas. She highlighted that artistic forms of communication, such as visual or narrative methods, can create a "spontaneous understanding" that more technical approaches might not achieve. 

    “Narrative and visual communication can often elicit an understanding that purely technical explanations can't reach,” Raun explained. This is particularly crucial when communicating across different educational or cultural backgrounds, making storytelling not just useful but vital in research dissemination.

    The event concluded with reflections on the shifting environment of academia and the growing importance of platforms like THE Campus, which offer a dedicated space for research communication and collaboration. Raun encouraged researchers to take advantage of these spaces, emphasizing that effective communication isn't just about disseminating data — it's about inspiring curiosity and creating meaningful connections with diverse audiences.

By Padmaja Mandadi, Center for Communicating Science graduate assistant