How can you ensure that your research reaches the right audience?

1 Identify your target audience

Before you start writing or presenting your research, it is essential to identify who the main users or beneficiaries of your research results are. Depending on the research topic and objectives, the target audience can range from academic journals and conferences to industry partners and media outlets. To narrow down your audience, you should ask yourself questions such as: what is the purpose and scope of your research? What are the key messages or implications? Who are the most interested or influential stakeholders in your research field or sector? How do they prefer to access and consume research information? And what are their needs, expectations, and challenges?

2 Tailor your content and format

Once you have identified your target audience, you need to tailor your content and format to their preferences and needs. Utilize language that is clear, concise, and engaging, avoiding jargon, acronyms, or technical terms that may be confusing or off-putting. The appropriate format and medium for research dissemination depends on the audience; for example, academic audiences may be best served by peer-reviewed articles, books, or book chapters; funders, policymakers, or practitioners may benefit from reports, briefs, or policy papers; webinars, podcasts, or videos are ideal for online audiences; press releases, blogs, or social media posts are beneficial for media and public audiences; and posters, presentations, or workshops are great for conferences and events.

3 Use multiple channels and platforms

To increase the visibility and reach of your research, you should use multiple channels and platforms to disseminate your research findings. It's best not to rely on just one method or source, but rather diversify your dissemination strategy and take advantage of each channel and platform. For instance, you can publish your work in open access journals or repositories to make it more accessible and boost its citation. You can also share your research on social media platforms, such as Twitter, LinkedIn, or ResearchGate, to expand your network and engage with your peers and followers. Additionally, collaborating with other researchers, institutions, or organizations can help co-create and co-distribute your research outputs. Furthermore, participating in relevant forums, webinars, or events can be an effective way to showcase your research and interact with your audience. Lastly, seeking media coverage or outreach opportunities can help raise awareness and interest in your research.

4 Evaluate and improve your impact

Finally, you should evaluate and improve the impact of your research dissemination by collecting and analyzing feedback and data from your audience and stakeholders. You should track the performance of your dissemination activities, such as the number and quality of publications, citations, downloads, or views of your research outputs; the number and diversity of followers, likes, comments, or shares of your social media posts; the number and satisfaction of attendees, participants, or partners of your events or collaborations; the number and reach of media mentions, interviews, or features of your research; and the changes or improvements in policies, practices, or behaviors influenced by your research. With this feedback and data, you can identify the strengths and weaknesses of your dissemination strategy to adjust and optimize it accordingly. Additionally, you should acknowledge and celebrate your achievements and successes to share with your team, funders, and supporters.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?