For many academics, the idea of turning research into a compelling story can feel like the last thing on a long list of priorities. Funding application – check. Ethics approval – check. Community engagement – check.
Now I have to tell the “story” of my research? Well, maybe later.
But if you want your work to have impact beyond the lab, storytelling your scholarship is essential. When I teach storytelling to academics, I recommend they ask themselves two questions:
- Who is my audience?
- What are the key story elements in my research?
Question 1: Who is my audience?
Different audiences need different approaches. To identify who you want to speak to and how, you need to consider a series of sub-questions: who am I trying to reach? What platform, format or channel is my audience using? What matters to them? And what information do they need?
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Remember, a policymaker might need to understand the economic or social impact of your research. A funder wants to see the ROI. A journalist needs simple explanations that are relevant to their outlet’s audience. Colleagues need technical detail. Knowing your audience means tailoring your message and avoiding a cookie-cutter approach. I recommend setting all this out in a mind map or even a simple table. As always, there is power in writing things down, and you’ll be surprised at the clarity and insights it brings.
Question 2: What are the key story elements in my research?
Many elements bring stories to life, but when it comes to storytelling based on research findings, some are more relevant than others. Consider these storytelling principles and how you can draw on them to tell the story of your research.
The principle of the exceptional
Think about what’s extraordinary or exceptional about your work. Is it the result? The method? The people involved? Find the element that makes your research unforgettable – and lead with it. This is your hook. You should be able to communicate in simple, clear terms what’s new about your discovery, what hasn’t been done before, and what the gains or losses are. Academics often forget to communicate what they know instinctively and how to do so in a way that resonates with their audience. Use simple facts, straightforward stats, impactful visuals and potent case studies. This is true no matter your audience – executives are as time-poor as a room full of students.
The principle of the Big Other
You know how your research relates to the greater good (what I call the Big Other). It’s why you do your work in the first place. But have you remembered to communicate this to your audience? In research storytelling, the Big Other might be a vulnerable population or an existential issue. Framing your research in the context of pressing social issues – or a problem to be solved – makes it more powerful and more urgent.
The principle of language
If your audience doesn’t understand your language, they won’t listen to you. From social media platforms to the offices of parliament, it’s on you to translate your research in a way your audience will understand. Use clear language. Avoid jargon. If you must use specialised vocabulary, include a definition. Even your peers will appreciate straightforward, plain presentations. But don’t dumb it down – make it compelling or, even better, entertaining. Use description, repetition, metaphor or other literary devices to bring your research story to life. On social media, use the language of the platform – which usually means the shorter and more visual, the better.
The principle of time
Why now? Why you? Why this? All stories need urgency, and so does your research communication. Make the stakes abundantly clear. Is there a deadline? A threat? A once-in-a-generation opportunity? Time adds tension in storytelling, and tension keeps audiences engaged. It also gives them a reason to respond to your call to action.
The principle of charismatic characters
In presenting the story of your research, you are the main character. Hero energy? Get some! That doesn’t mean you have to be inauthentic or over the top in your presentation. It just means being real. Show your passion, your vulnerability, your curiosity. Think what it would take to tell your research story to a roomful of first graders. Now apply that to your audience. Again, don’t dumb it down – every audience has different needs – but consider how you might use tone of voice, facial expressions, even body language and props to engage the primary schoolers. Now apply that to your audience – how will you gain their attention and keep them engaged?
Final thought: create a storytelling toolkit
You have the evidence. You have the expertise. Now, how are you going to show it?
Next time a journalist calls, or you are preparing to give a guest lecture, make sure you have your storytelling toolkit ready to go – compelling case studies, a one-pager with key facts and stats, easy-to-read visuals and a list of key messages that specify your hook, your greater good and the urgency of your findings.
Remember, we’re all natural storytellers and humans are hardwired to hear stories. Your research deserves to be heard.
Erin O’Dwyer is a journalist, writer, editor and media academic. She has taught storytelling at the University of Sydney for two decades and is a facilitator at the Centre for Continuing Education. As the director of storytelling consultancy Good Prose Studios, she helps academics tell better stories.
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