Supercharge your Research - Communications Masterclass

Communications in research can be defined as: 'How we share our research with a range of audiences through multiple channels and platforms, to increase reach and engagement.' 

Trends in Modern Communications:

• The rise of digital storytelling – Audiences now expect research and news to be explained through clear narratives, visuals and user-focused perspectives.
  

• Shift towards transparency and open research – Funders, policymakers and the public increasingly expect accessible, jargon free communication and information.
  

• Short-form content dominance – Platforms such as LinkedIn, X and TikTok have changed how quickly messages must land.
  

• Growing importance of personal brand – Researchers who communicate regularly and well, build trust, attract collaborators and strengthen their academic profile.
  

• Competition for attention – With information overload at an all-time high, clarity and relevance matter more than ever. 

• Data driven engagement – Analytics now guide when, where and how to communicate for maximum reach.
  

• Cross-sector expectations – Industry, government and community partners all expect clear, timely and tailored communication. 

Why is this relevant to me?

• Strengthens relationships with key stakeholders - Helps maintain visibility and trust with councils, community groups, industry bodies, and regional partners by keeping them informed and connected to ongoing work. 

• Supports business collaboration and industry partnerships - Showcasing research activity, expertise, and innovation can attract commercial partners looking for academic insight, consultancy, or collaborative project opportunities.
  

• Enhances credibility with funders and grant bodies - Demonstrates impact, reach, and engagement - all of which are increasingly important in funding assessments and REF‑aligned expectations.
  

• Showcases institutional strengths to potential donors - Clear communication about research achievements and societal impact can inspire philanthropic interest and long‑term investment.
  

• Improves internal visibility and cross‑university collaboration - Sharing research stories across channels helps Schools, Institutes, and departments discover each other’s work, sparking interdisciplinary projects.
  

• Positions the institution as a thought leader - Regular, high‑quality communication reinforces the university’s reputation as a hub of expertise, innovation, and public value.
  

• Attracts media interest and external coverage - Strong communication channels make it easier for journalists and broadcasters to identify stories, leading to wider exposure and influence.
  

• Supports recruitment and employer engagement - Demonstrating active research culture and societal impact appeals to prospective students, staff, and employers seeking partnerships or talent.
  

• Builds a network of advocates and ambassadors - Engaged partners, alumni, and collaborators become more likely to share content, attend events, and champion the university’s work. 

Removing Language Barriers and Tailored Communication - 10 Top Tips!

1. Make it personable: Speak in a warm, human voice that feels approachable and relatable. 
2. Know your audience: Shape your message around who they are and what they need. Is this relevant to them, is this of interest, what are this groups values, what platforms are they using 
3. Define your key messages: Decide the core points you want people to take away. What are you trying to say, what the key takeaway and purpose of this communication, is there a call to action? 
4. Match the message to the channel: Choose the format that best fits how people will receive it. What type of communication would work best within this channel? Is this an image dominant platform, what is going to capture attention in a competitive channel, what is the age range in this platform – does your language resonate with this demographic? 
5. Use accessible language: Avoid jargon and explain any specialist terms simply. is this written in a way that a wider audience can interpret? Can you ask a friend of colleague (who are removed from the research) to sense check your work?  
6. Check public understanding: Ask yourself whether someone outside your field would follow it. would a member of the public understand this word / sentence
7. Be clear about your brand: Use a tone and style that reflects the impression you want to create.
8. Use examples and analogies: Make complex ideas relatable through everyday comparisons. 
9. Keep it concise: Short sentences and clear structure help people absorb information quickly. 
10. Encourage interaction: Invite questions, feedback or conversation to keep communication two‑way. 

What's available to me and what can I do as a researcher?

Public Relations