Telling the Story of Research

13 tactics to communicate the value of university research.

Telling the Story of Research

Long-term growth of the research enterprise requires effective, strategic communication about the value of university-led research. As federal funding growth stagnates, universities must appeal to a broader set of stakeholders, such as corporate entities and philanthropic donors. These newer and growing sources of funding may have different interests, priorities, and levels of understanding of university research initiatives.

Chief research officers (CROs) are often the primary advocate for the research enterprise, and they might feel overwhelmed by the marketing and communications challenges. While CROs recognize the importance of their role in research communications, they need more effective tools and tactics for improvement.

To support and improve research communications, CROs can use these thirteen tactics—review each section or download the full study.

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