Telling your research story: tips from U communicators

Maybe you’ve seen the comic about the science news cycle? It’s funny because, all too often, it’s true.

As a representative of the University of Minnesota, it’s important to communicate research findings and advancements with integrity and accuracy. It’s also important to tell a good story — one that resonates with your audience and reaches beyond the office or laboratory.

Here, communications experts from a variety of U of M colleges, units and campuses share their advice on communicating research. All of their tips are worth reading and heeding.

Start with your communications staff

“Contact your unit communicator ASAP to discuss research that you think requires some communication planning. The sooner we know about your work, the sooner we can begin to plan the best strategies, which always involve collaboration with a variety of people and resources, and consideration of different goals and tactics.”

Steve Baker
Communications Director
College of Education and Human Development

“Utilize the News Service/University Relations or the communicators in your college/unit: we can help you think through a story, determine the most effective opportunities for telling it and tap communications resources across the university.”

Chuck Tombarge
Director of Public Relations
University Relations

“Plan ahead and enlist the help of communicators early. They’re available to help with strategy, media coverage and planning. Including communication experts helps maximize impact and reach.”

Elizabeth Tollefson
Assistant Director, Communications
University of Minnesota, Crookston

Spell out a strategy

“Toward the beginning of a research project, plan how the outcomes might be disseminated. Presenting updates at local, national and international conferences is a good way to keep the project in the minds of those interested.”

Lori Graven
Department Director, Conference Services and Program Planning
College of Continuing Education

“For some research stories, instead of widely distributing a news release, target specific audiences of stakeholders. For example, consider giving MINNESOTA magazine exclusive access and ample lead time to develop an in-depth story with photography and video.”

Shelly Fling
Editor, MINNESOTA magazine
University of Minnesota Alumni Association

Consider the audience

“Keep the audience in mind and accept the fact that most aren’t interested in fine-grained nuances. Instead, focus on one or two key messages or results that you’d like them to retain.”

John Merritt
Director, Communications and Business Relations
Office of the Vice President for Research 

“Clearly and concisely state your research objective and methodology. This will help to provide context for the media or general public as they review the findings.”

Laura Johnson
Director, Creative Services
University Relations

“Practice talking about your research with someone who knows nothing about it, and ask them to tell you what your jargon is; odds are you don’t even know what common words you use that are meaningless (or worse, alienating) to the general public. And don’t over-describe, don’t try to give a lesson. If you give the reporter more information than what they really need, you provide an opportunity for them to get it wrong.”

Kelly O’Brien
Communications Manager
College of Liberal Arts

“First, you need to explain why the media’s audience should care about your work. Second, recognize that while you are an expert in the DNA of the African flea found on the tails of brown bulldogs, the reporter will be satisfied knowing why some dogs have fleas. Finally, express the fun and excitement you feel in making discoveries so the audience learns that scientists are cool.”

Martin Moen
Associate Director, Communications and Operations
Bell Museum of Natural History

Focus on the impact

“Always be able to articulate why readers/viewers/users should care about your news. Even the most fascinating breakthrough needs the ‘what does this mean in a larger context’ sentence. As a corollary to that advice, remember that most people — especially journalists — are not scientists and may only understand the importance of your work if you explain it in simple, everyday terms.”

Becky Beyers
Communications Director
College of Food, Agricultural and Natural Resource Sciences

“Don’t simply describe how your research advances your field, but talk about the impact it could or does have on the public. What problem are you trying to solve or how might the results of your research improve our lives? Also, remember what makes you excited about your research, and let that enthusiasm show.”

Marlo Welshons
Communications Director
University of Minnesota Libraries

“Why should people care? Be prepared to answer this question with a one or two sentence response that a 10th-grader could understand. If you can do that, you’re all set.”

Todd Reubold
Director, Communications and Public Affairs
Institute on the Environment

“What’s next? What might this project make possible for the field going forward? A good communicator will never position research in a way that offers false hope, but we want the audience to understand why the work matters, and why it will continue to matter after the publication date.”

Justin Paquette
Assistant Director, Public Relations
Academic Health Center

“Make sure you answer the question, ‘Why should I care?’ Help the reporter or the public to see the impact of your research on the individual, the state or the world.”

Jennifer Schulz
Communications Director
Global Programs and Strategy Alliance

“Tell a story about how your research solved a problem or improved the life of an individual person or animal. Then explain how others will benefit, too. Don’t just present data; think big, communicate your findings in plain English, and explain why they are important to the world.”

Brian Graves
Communications Manager
College of Veterinary Medicine

What’s your advice for communicating research? Leave a comment below and continue the conversation.