An uncomfortable truth in academia is that producing rigorous research does not guarantee that anyone beyond our academic circle will ever read it.
Publishing in academic journals confirms expertise and methodological rigour, but visibility does not automatically follow. When we explain our work only in highly technical terms, it may sound precise and sophisticated yet feel distant. Even our students and colleagues may recognise that the content is important while struggling to see how it connects to their daily lives or future careers.
This tension raises a question many academics quietly carry: how do we ensure that our research reaches audiences beyond specialised communities without losing the depth and nuance that give it meaning?
From my experience, the answer lies in collaborating with marketing and communications professionals – not to “sell” our work, but to ensure it reaches the people who can use it and contributes to the conversations already happening in society. When we work with those who understand audiences and context, research moves beyond academic spaces and becomes part of wider discussions. It feels less isolated and more connected to the world it seeks to understand.
Rethink the role of marketing and communications in academia
The perception many of us still have about marketing and communications in academia is often quite narrow. We think of these teams as the people who design brochures, manage social media or promote institutional achievements. That perception is understandable, but it limits possibilities for collaboration.
It is not unusual for marketing and communications teams to be brought in after the work is done, with the focus placed on visibility. But real collaboration works differently. It starts earlier and feels more like a conversation than a request. It is about letting them get to know us, what we study, what drives us and even a bit of who we are, so they can support us in sharing our work in a way that feels authentic.
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Pay attention to the wider context
Research does not exist in isolation, even if it sometimes feels that way. Public debates, policy discussions, industry challenges and community concerns often intersect with the questions academics are exploring.
Communications professionals can help identify where those intersections already exist. They tend to have a clearer sense of which issues are gaining attention and where academic expertise might add value.
In practical terms, this might mean sharing early insights with communications colleagues, asking where your expertise could contribute to ongoing discussions or staying aware of institutional briefings and media priorities. These small steps make it easier for research to enter conversations at the right moment.
Know when to contribute
Academic timelines rarely match the pace of public debate. By the time a study is completed, the moment that inspired the research question may have evolved.
However, being in the middle of a project does not mean remaining silent. There are moments when academics can contribute without presenting final results, drawing instead on accumulated knowledge and disciplinary perspective. Offering context, framing emerging issues or clarifying misconceptions can be just as valuable as sharing published findings.
Communications professionals often have a strong sense of when a topic is gaining traction. Their perspective can help academics recognise when their voice may be particularly relevant. Public conversations move quickly; there is value in being present while they unfold.
Build sustained visibility
Effective collaboration is not limited to promoting a single publication. Over time, it can lead to a more sustained presence around a field of expertise.
Communications teams may identify opportunities for academics to contribute through interviews, opinion pieces, panels, podcasts or conversations with students and external partners. Individually, these moments may seem modest. Collectively, they create continuity and reinforce the idea that research is part of an ongoing dialogue with society.
Here is what this can look like in practice: at our university, the communications department maintains an expert’s directory designed to amplify academic voices on issues of national importance. Through this initiative, I have shared my perspective as a specialist in logistics and supply chain management in media spaces coordinated by the communications team, where current events are examined through an academic lens.
Over time, this collaboration led to more sustained visibility. I now contribute a regular monthly column to national news outlets – an opportunity that emerged from the communications team’s strategic efforts to position faculty expertise. Experiences like this expand the reach of research while strengthening the connection between academic knowledge and public conversation.
In the end, our expertise is not only about the research we publish. It is also about what we have learned along the way, the perspective we build and the understanding we carry with us. There are moments when sharing that knowledge matters just as much as sharing results.
Bertha Martínez is a professor and programme coordinator at CETYS Universidad.
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