Have you ever wondered why Discovery Channel shows such as “How It’s Made,” “Mythbusters” and “Mighty Ships” are so popular? It’s because people (myself included) want to know how something works, why something happens and what’s really going on behind the scenes.

I believe academic research can capture as much interest as those TV programs. It just depends on how the research is positioned. On that note, I have a quirky, “How Stuff Works” idea that could be turned into a sidebar or complementary blog post for your research publication. The focus: lab equipment (stay with me!).

As research communicators, we’ve all seen funding announcements for new, fancy pieces of lab equipment – and while the researchers themselves are thrilled with their new “toys”– we don’t have a clue what a mass spectrometer is, never mind what it does. Moreover, many of us (OK, maybe just me?) have arranged photo shoots of researchers with a new piece of equipment – only to find out that the revolutionary, super-exciting tool is actually a big, grey box (from the perspective of a non-expert, anyway).

So why not pull back the curtain? Think of “How It’s Made.” With simple descriptions (and neither too much nor too little information), that program teaches viewers exactly how random things, such as crayons, bacon and bike frames, are created.

Using the same process, we can help lay readers understand the importance of the “big, grey box” in the lab. For example, it could help researchers analyze blood samples, find new ways to treat cancer or be part of a wireless communication system that will save lives after a mining accident.

The key is to simplify the content – and, as always, focus on the potential impact of the equipment. That said, stick to the following points:

• The scientific name of the tool (and a non-scientific translation)
• Why the equipment is important (i.e., what difference will it make to a researcher and/or a research project? How could this ultimately benefit society?)
• What the equipment does (go step-by-step, use bullet points if necessary and include only the most important details)

The end result? A “big, grey box” suddenly becomes a powerful tool for innovation and discovery in the minds of lay readers.

Do you shine the spotlight on research equipment in your own publication? Share your tips!

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How can animation help tell research stories?

Telling a research story means taking something that is elaborate and full of complex information and valuable data, and condensing it into a story that is accurate and easy to understand. Using visuals, and especially animated visuals, is a great way to do that quickly and effectively.

Animation can help simplify complicated concepts because it allows you to select what details to focus on. It also enables you to make connections between data in a way that is obvious when presented visually. What advantage does animation offer over video? While video is great for showing things that are immediately recognizable, the medium’s limitations become obvious when you try to use it to explain abstract relationships or to demonstrate the mechanics of how ideas come together.

For example, consider the flow of electricity from a phone call going around the world and back again. You can animate this idea with a simple line drawing and have the overall concept made clear in only a few seconds of animation.

Can you offer some tips on using animation to tell research stories?

First, provide the animation producer with a lay description of the research. You’ll rarely find an animation producer who also has a PhD in, say, neuroscience, so it’s important to clearly explain the work to the producer so he or she can then translate the research into pixels.

Second, simplify the message. The best animations tell a story rather than present data. The key to animated storytelling is simplicity and flow, and it starts at the initial script/conceptual phase. A cluttered animation with too much data and detail, and too many concepts in succession, will just confuse viewers.

Third, use visuals judiciously. Every visual should help tell the research story. Finally, be mindful of pacing. We can only process so much information at once and throwing visuals at viewers doesn’t always mean that they will understand them. Make sure the information is shown at a rate that viewers can actually process.

What should an institution consider when hiring an animator?

There are many different ways to produce animations these days, and graphics software is widely available and becoming more affordable. So, anyone with a little time can create basic animations and incorporate them into a larger project.

That being said, hiring an expert will help make the process easier. If your communications department publishes a lot of video content on a regular basis, you may want to bring in some full-time talent to help translate ideas to the video screen. A well-rounded creative professional should know how to make various creative products and understand how they will be consumed across different media platforms.

On the other hand, if you don’t need a great deal of animation production, you are better off working with a small creative agency or an independent contractor for one-off projects. You will end up with a better product, quicker results and ultimately your story will be told more effectively.

Email Andre Navarre at andrenavarre@gmail.com and follow him on Twitter at  http://twitter.com/andrenavarre.

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What happens to stories after they appear in your university’s research magazine? Are they one-trick ponies, published once and never seen again?

Research stories don’t have to be told and then forgotten. With a few tweaks, a story can be used to reach even more audiences. Here are a few tips:

1)  Trim the copy

If a story appears in your university’s research magazine, there may be an opportunity to also publish it in your school’s alumni magazine – without reducing the original word count. If your goal, however, is to include the story in other print materials (and maybe online), you may need to condense the copy.

For example, by turning a lengthy story into a succinct research snapshot, you (or other departments at your university) can include the resulting copy in the following materials:

• Media releases
• Fundraising letters
• Student viewbooks
• Faculty recruitment brochures

2)    Vary the key messages

Most traditional stories don’t include heavy PR content. In fact, if key messages are included at all, they are a decidedly soft sell. When research stories are shortened and repurposed, though, the importance of the work (and your university’s research enterprise) may need to be communicated more directly.

I’m not saying the story should say something like, “Our research is the best in the world. And here’s why….” But, depending on the audience, (and because you have less word count to play with) you may need to offer more of an explanation. Such as, “Psychology professor Sandra Bullock is one of many Amazing University researchers who are studying the effect of cortisol on newborns” (conveys depth) or “Nano-satellites are among the many interests of aerospace engineering researchers at the University of Awesomeness” (coveys breadth).

Furthermore, each audience needs cues about how the research affects or benefits them. Reporters, for instance, need to know how this research will benefit society. Potential donors need to know how they can make a difference by supporting research. Prospective faculty members need to know how their own research projects will fit in at your university. New students need to know if there are opportunities to work alongside a particular researcher, or to learn more about his or her research in the classroom.

3)  Lead with the impact

My final point is a short one (which, as you’ll soon see, is apt). Here we go: longer research stories have room for narrative and shorter pieces get down to business. That is, they lead with the potential impact of the research. Know the audience for your print materials and respect your readers. If readers are neither expecting to read a lengthy research piece (nor have the time to dedicate to it), keep it simple and give them a short research story – one that is snappy and to-the-point.

No time to repurpose your research stories? I can help. I write succinct, on-message research profiles from scratch, enabling you to reach multiple lay audiences – efficiently and strategically. Please email dana@danayates.ca for more details.

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But in stories where the impact may already be self-evident – for example, in health-related projects – first-hand accounts can really drive the point home.

Real-life perspective

In any story, we always want to hear from those who have been affected directly by an event or situation. What did they see? What did they learn? And how will this change their behaviour in the future? These details add weight to an article, and for that reason, first-hand accounts can be used effectively in research stories.

Consider a recent cover story that I wrote for Ryerson University magazine. The article focused on a psychology researcher who has developed a new form of psychotherapy – one that helps couples recover from traumatic experiences, such as rape or exposure to war.

Clearly, this research could transform lives. But the researcher wanted to go beyond a simple description of her work. So, she suggested that I interview a couple who had actually experienced the therapy. Talk about real-world impact.

After securing the necessary permissions, I spoke to “Caroline” – she and her husband, “Todd,” had completed the psychotherapy after the sudden death of their infant daughter. Before entering therapy, Caroline had been withdrawn and deeply depressed, but during the counselling sessions, Caroline and Todd learned how to cope with their grief and communicate more effectively. In fact, Caroline reported that the therapy had “saved her life.”

Wow.

As far as testimonials go, you’d be hard-pressed to find a better one than that. But Caroline’s comment was much more than endorsement of the psychotherapy; it was a compelling statement of truth. And I believe a comment like that deepens a reader’s understanding of the value and possibilities of research.

Show, don’t tell

The personal perspective can also be used when describing research projects that are years away from the clinical stage. For instance, when I’m writing about a disease or condition, I always mention its symptoms. It’s helpful, though, to show (rather than tell) what it’s actually like to live with a particular condition on a daily basis.

For example, in a recent research story on mood disorders, I interviewed someone who described the depressive episodes of their bipolar disorder as “black as black.” That’s a powerful description. And putting the experience into such stark terms helped to convey the importance of the research.

Logistics

Now, it’s not always easy to find a person who: 1) is currently benefitting from a research project or may do so in the future; and 2) is willing to provide a comment. But this challenge can be overcome. The featured researcher, for example, may be able to recommend someone to interview. Or the writer can put out feelers on social media (e.g., Twitter). In fact, I know many magazine and newspaper writers already use this tactic.

Finally, in the same way that you ask a researcher to check the final story for accuracy, you may want someone who provides a first-hand account to review/approve his or her statements, too. It’s a simple step and one that can help you avoid potential problems down the road.

Have you successfully used first-hand perspectives in your research stories? Got any tips? Know of any pitfalls?

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Below, I’ve listed some questions to ask when pulling together a research story. The answers will help you to craft key messages to include in the article. Ultimately, when someone is done reading your research story, they should know what makes your institution’s research enterprise stand out from the crowd.

1. Does your institution specialize in a particular field of research?
2. Has your institution attracted particularly well-known researchers in a certain field?
3. Does the research mentioned in the story represent a new area of investigation?
4. Is the research tied to big-name industry partners?
5. Are the researchers collaborating with well-respected community agencies?
6. Has the research received funding from an agency or foundation that is newly associated with your school?
7. Does the research make use of highly sophisticated equipment or facilities that are unique to your school?
8. Does the research focus on populations that have traditionally been underrepresented in scholarly work?
9. Does the research cross disciplines that typically do not mix?
10. Is the research being conducted in a unique manner?
11. Has the researcher started a spinoff company with support from your institution?

These are just a few examples. Do you have more ideas to add to the list? Feel free to drop me a line or leave a comment.

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Here’s how you can incorporate research themes into your publication:

In one story

I’m often asked to profile a few researchers within a single feature story. Frequently, these articles focus on similarities. For instance, researchers from the same academic department or field of study. Focusing on these commonalities showcases the depth of expertise at your school.

Here’s an example: Ryerson University asked me to write the cover story for the winter 2012 issue of its alumni magazine. The article, which looked at various facets of mental illness and stress, focused primarily on psychology researchers. This, in turn, showed how Ryerson researchers are working together to advance the study of mental health.

In a series of stories

But what if one story isn’t enough to cover your theme? Or what if you want the piece to highlight differences among researchers, rather than their similarities? Then, a series of stories – under one research theme – may do the trick. But instead of focusing on the depth of expertise at your school, you turn the spotlight on the broad range of expertise.

Here’s an example: a few years ago, I profiled several McMaster University researchers, all of them representing different disciplines, but also sharing one thing in common: their research was supported by endowments.  The stories, which appeared in the McMaster Times magazine, offered two advantages. First, they provided lengthier profiles of the researchers (instead of squeezing them into a single, shorter article). Second, the stories highlighted the generosity of many individual and corporate donors. And acknowledging research funders, as you know, is always important to do.

In an entire issue

The premise is simple: devote an entire issue of your magazine to a single, expansive subject. That’s how they do things at the University of Toronto’s Edge magazine. Every issue addresses one large topic of societal interest and impact.

This approach works best if you meet two requirements. First, you must select a theme that is substantial enough to warrant so much study. U of T, for instance, has focused on such big-picture topics as homelessness, obesity and green technology. Second, you need a broad cross-section of researchers who fit the chosen theme.

Here’s an example: I profiled two researchers in Edge magazine’s issue on healthy aging (now that’s a big topic!). The researchers hailed from such diverse fields as mechanical engineering and nursing, but both were supporting the process of healthy aging in unique ways. Using the single-theme approach in its research magazine, U of T demonstrates how its many researchers are contributing to the greater good – in many different ways.

Have you used research themes in your publication? What were some of the pros and cons?

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Graduate students,  needless to say, are dedicated. In addition to conducting their own research, graduate students do a great deal to support the work of their faculty supervisors. So maybe, in our quest to profile amazing researchers, we should show graduate students some love, too.

‘Tis the season

Spring is an ideal time to run a story (or eight!) about graduate students. Here’s why:

1.    The academic year is coming to a close. And if you listen carefully, you’ll hear thousands of graduate students stressing out over their theses and dissertations. Sure, it’s crunch time right now, but in a couple of months, the research will have been defended and the hard-earned degrees will have been awarded.

So, as part of your school’s PR efforts to promote convocation season (and the honorary degrees that go along with it), why not profile the people who will actually cross the stage? Convocation season is the perfect time to showcase the outstanding graduate student research that happens at your very institution.

2.    Graduate students deserve our interest! They toil for years, striving toward their degree(s). Along the way, they put in long hours, sacrifice time with family and friends, apply for funding, experiment, investigate, explore and finally, apply for more funding. It’s a noble pursuit – you know, doing research that could improve our lives, reshape our economy and provide us with new, important insights about our world. And just think: these people are just getting started.

By profiling one of these forward-thinkers today, you could be getting in on the ground floor of a long and successful research career. So when an alumnus/alumna of your school goes on to win the Nobel Prize (for example), you can say that you “knew them when.” Now there’s a cover story for your alumni magazine.

So, this spring, as you look for research story ideas, ask around campus and check with faculty members. In all likelihood, you will find numerous rising research stars among the graduate student community.  And I’m willing to bet that many of them will feel tremendously honoured to be included in your publication.

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Does a research project have to be completed before it’s covered in a story? Or can we visit a  research study during its various stages?

Research projects can extend over a few years (or more), so it can be helpful for readers to follow the path of a project – from funding approval to publication in a journal. That way, readers can get a sense of the enormous amount of work that’s involved in seeing these projects through from start to finish.

But how would that process work in a research magazine? I have a few ideas…and the stories can grow in length as the projects move toward completion.

1) Let’s get started

The funding has been secured. The research ethics board has signed off. All systems are go. What about devoting a small section of your publication to projects that have been given the green light? You can cover:

• The purpose of the research.
• The researcher’s hypothesis.
• A brief overview of the procedures.
• Funding acknowledgements

2) Checking in

Now the research is in progress. Here are some topics that could be covered in the next story:

• How are things going?
• Does the researcher have a broader perspective of the initial problem?
• Has he or she gained new insights from preliminary findings?
• What impact does the researcher hope to make?
• Where does the project go from here?
• New and existing funders

3) The end

The research has been completed. The findings and recommendations have been written up (and published) in a journal. What now?

• Discuss the findings and recommendations – how will they change the researcher’s field?
• What’s next for the researcher? Did his or her first project lead to new ideas for subsequent studies? And what would they explore?
• Finally (yes, you guessed it), acknowledge the funders.

Are there other “in progress” stories that could be added to this list? Or do you think extra stories could contribute to reader fatigue? Please feel free to share your thoughts.

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Approvals, sign-offs, proofs. Whatever your review process is called, how do you handle it for research stories? Do you skip it altogether? Or is every profile sent to a researcher for approval? And if so, what happens if a researcher requests extensive changes?

Without a doubt, the approval process can be difficult to navigate. Here are three tips to help you get through:

1) Be up-front about the process

Everyone likes to be given a heads up. So before you assign the story to a writer, take some time to speak with, or send an email to, the researcher who will be profiled. Provide the name of the writer, describe the publication, explain how long the interview may take and whether or not a photo shoot will be needed. Most importantly, summarize the approval process – if you indeed have one.

For example, who will send the story for review – you (the editor) or the writer? At what point during the process, will the researcher see the profile – after you’ve completed your own edits, during the design stage or just before the publication goes to print?

Providing this information can help the process run smoothly. As a bonus, it can also help settle pre-interview nerves among researchers who are new to being profiled.

2) Be clear about your needs

OK, the story is written and you’ve made any necessary edits. Next up, the piece will go to the researcher for review. But do you simply send an email that reads, “Please see attached file and respond ASAP?” Or do you make a friendly request that also includes your expectations?

During this stage, it can be helpful to explain (if you haven’t already) that the publication is for a lay audience. From there, ask the researcher to review the story for accuracy. Read: “Please ensure your research is described correctly.” Unless a researcher spots grammatical errors (and hopefully that won’t be the case!), it’s unlikely that he or she will need to request changes to the article’s style.

Of course, there are exceptions to this rule. Keep reading…

3) Be flexible with (some) revisions

Let’s face it: some stories miss the mark on the first attempt. Maybe the researcher feels the tone is wrong or the emphasis is misplaced.  These things can happen sometimes. And when they do, it’s important to work with a researcher in order to get a piece that satisfies both parties.

Adding jargon to a research story, however, is a no-go. If the point of a research story is to introduce research to a broader audience, inserting jargon will bring that process to a full stop. This situation can usually be remedied by explaining that the story must be written in plain language. This, of course, is different from “dumbing down” research. When you simplify language, you still capture the essence of the research, but you also describe it in a way that helps readers grasp the “big idea.”

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Getting the word out, however, requires some practise. Indeed, many researchers present their work at conferences and contribute to peer-reviewed journals, but they may have few opportunities to connect with lay audiences. So how can we support researchers in communicating with those who are NOT in the know, and help their research attract the broader attention it deserves?

Here are some ideas, whether you’re an editor assigning a research story to a writer or a PR professional arranging media interviews:

1) Provide an overview. No one wants to fly blind, so take time to walk a researcher through the storytelling process. (This is especially important if he or she has never been down this road before.) Describe the main message and goals of the story. Where will the article appear? How long is the story? Who is the target audience? Is a photo shoot required? Will they (or won’t they) be given an opportunity to review the story before it is published? Knowing this information in advance can help anyone – not just researchers – to feel more comfortable during an interview. And a better interview leads to a better research story. And a better research story leads to, well, lots of other good things!

2) Pick the top three messages. I learned this tactic years ago when I worked in media relations. And it has served me well ever since. The bottom line: encourage researchers to focus on three key points that they want to get across during an interview. Of course, the conversation may turn to other topics, but it can be helpful for a researcher to have a few points in the proverbial back pocket.

3) Lead with the impact. One of the key points should cover the impact of the research. In fact, I wrote about this concept in a previous post. It’s important that researchers explain the problem that they are trying to address or solve. This information provides much-needed context. For example, what’s so important about this research? Why does it matter?

4) Think “simplifying” not “dumbing down.” I don’t believe you have to water down research to communicate with a lay audience. It is vital, however, for researchers to know the needs of audiences. For instance, in order to grasp the research, do they need to know every jargon-filled detail or are broad strokes sufficient? It’s a little like trying to explain a research project to Uncle Joe during the holidays: keep it simple. Explain to researchers that the goal is to cultivate understanding, not to help Uncle Joe get a PhD in, say, aerospace engineering.

5) Be prepared for (lots of) questions. I recently met with a science writer from a major news agency, and given the complexity of her stories, I expected her to have a solid background in science. Not so, she said. “I just ask a lot of questions.” I can relate to that. During an interview with a researcher, I ask questions until the cows come home. Or at least until I understand the research and feel confident in my ability to explain it to others. Simply put, let researchers know that answering many (many!) questions is part of the journey of getting the story right, and they need to pack patience for the trip.

6) Go public. Encourage researchers to connect with lay audiences on their own. e.g., by participating in public lectures and panel discussions, by joining Twitter and cultivating a following, and by writing a research blog. These activities enable researchers to practise communicating with lay audiences – and see first-hand what piques their interest.

Have some tips of your own? Share them here or drop me a line. I’m happy to hear your thoughts.

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