In recent years, there has been a growing emphasis on open access to research papers and supplemental data. This movement has been driven by the belief that knowledge should be freely available to all, not just those who can afford to pay for it. However, in the midst of this push for open access, there is another aspect of research that is often overlooked – the communication of research findings to non-academic audiences.
Andy Tattersall, Liz Such, Joe Langley, and Fiona Marshall argue that equal attention should be paid to curating communication outputs aimed at engaging non-academic audiences. This is because the long-term impact of research is not just measured by the number of citations it receives, but also by its ability to reach and influence wider society.
Traditionally, the primary audience for research has been other academics. The goal was to publish in prestigious journals and present at conferences in order to gain recognition and advance one’s career. However, this narrow focus on academic audiences has limited the potential impact of research. It has also created a gap between the academic world and the general public, leading to a lack of understanding and appreciation for the value of research.
In today’s digital age, there are more opportunities than ever to communicate research to a wider audience. Social media, blogs, podcasts, and videos are just some of the platforms that can be used to engage non-academic audiences. These communication outputs can help bridge the gap between academia and society, making research more accessible and relevant to the general public.
One of the key benefits of communicating research to non-academic audiences is the potential for real-world impact. By reaching out to policymakers, practitioners, and the general public, researchers can influence decision-making and bring about positive change. For example, a study on the effects of air pollution on public health may have little impact if it is only published in a scientific journal. But by communicating the findings through various channels, such as social media and news outlets, the research can raise awareness and potentially lead to policy changes to improve air quality.
Moreover, communicating research to non-academic audiences can also help build trust and credibility. In today’s era of fake news and misinformation, it is more important than ever for researchers to communicate their findings accurately and effectively. By engaging with the public and sharing their research in a transparent and accessible manner, researchers can build trust and establish themselves as reliable sources of information.
Another benefit of communicating research to non-academic audiences is the potential for collaboration and knowledge exchange. By reaching out to different communities and stakeholders, researchers can gain valuable insights and perspectives that can enhance their research. This can lead to more relevant and impactful findings, as well as foster collaborations that can address complex societal issues.
In addition, communicating research to non-academic audiences can also have a positive impact on the research itself. By presenting their findings to a wider audience, researchers may receive feedback and questions that can help refine their research and identify areas for further investigation. This can lead to a more robust and comprehensive body of knowledge.
However, despite the benefits of communicating research to non-academic audiences, there are still challenges that need to be addressed. One of the main barriers is the lack of incentives and recognition for researchers who engage in public communication. In academia, the focus is still primarily on publishing in prestigious journals and securing grants, rather than on engaging with the public. This needs to change in order to encourage and reward researchers for their efforts in communicating their research to wider audiences.
Moreover, there is also a need for training and support for researchers to effectively communicate their findings to non-academic audiences. This includes developing skills in writing for different audiences, using social media and other digital platforms, and engaging with the media. Institutions and funders should provide resources and opportunities for researchers to develop these skills and incorporate public engagement into their research activities.
In conclusion, the long-term impact of research relies not only on open access to papers and data, but also on effective communication with non-academic audiences. By engaging with the public, researchers can increase the relevance and impact of their research, build trust and credibility, and foster collaborations for positive change. It is time for equal attention to be paid to curating communication outputs alongside research papers, in order to fully realize the potential of research to benefit society.
