In today’s fast-paced, interconnected world, producing research isn’t enough—it needs to reach the right people, spark meaningful conversations, and drive change. Just like with any “product”, putting it on the shelf is not enough. It needs publicity. That’s where your communications colleagues come in.
Here are some compelling reasons to actively involve and listen to them throughout your research journey (not just at the end, when the PDF is ready to be uploaded).
Integrate Communications from the Start
Too often, communications teams are brought in only after a report is finished and ready to publish. This siloed approach overlooks the value they can add from the outset. Involve your communications colleagues in the grant proposal phase, as they will know best what is feasible to be produced with what you are pitching to the donor. Too often, it’s the researchers themselves filling out the communications part, using flashy buzzwords, like video, podcast, interactive animations, etc., without ever having produced any of this and having as good as no clue of how much time and money it takes. So, bring in a professional for that part. What else do you have that person for?
Keep the communications colleagues updated at every step of your project. Whether it’s adjusting timelines, handling unexpected challenges, or coordinating with behind-schedule teams, keeping them informed ensures smoother messaging and strategy later on. Invite them to the planning meetings. Let them decide if it makes sense to be there or not. Trust them to identify key moments to contribute. When they’re part of the journey, the results speak louder. It becomes a joint effort and success.
Publishing Isn’t the End—It’s the Beginning
Yup, you read correctly. You might think, “Done and dusted, let’s sit back and wait to be quoted ‘en masse’”. Newsflash: that’s not happening. At least, not without a little push. For researchers, hitting “publish” on a policy paper often feels like crossing the finish line. In reality, it’s just the start of phase two: dissemination and engagement. Like any valuable product, your research won’t make an impact just sitting on a shelf (or website). It needs marketing. Your communications colleagues specialise in crafting strategies to ensure your work reaches policymakers, practitioners, and the public. Lean on their expertise to maximise your paper’s visibility, adoption, and influence. You’re the topic expert, no doubt. But they are the specialists at getting your work noticed. This might mean repackaging it in different formats for different audiences. If you were to involve them from the beginning, you would have already discussed what it’s about and who your audience is. Instead, if you involve them only at the end, it will take them time to catch up; they might have other projects they are still working on, and everything will be slower.
Clarify who your Research is really for
When you think about your audience, go beyond the obvious. Your communications colleagues can help you identify and connect with the people your research ultimately serves. Who benefits most from your findings? Policymakers? Educators? A rural community? By focusing on the real-life impact of your work, your communications team can help you make it more relatable and actionable, ensuring it resonates far beyond academia. Of course, it’s nice to be quoted and be invited to conferences, but don’t you want to make a real difference and influence public policies? Again—and no, I can’t stress this enough—if you have involved the communications team from early on, your research will already be written to target the right audience, and the “marketing” part will be much easier for everyone. Why? Because you listened to their input at the beginning of the process. Hallelujah!
Connect with your Audience through Stories
Numbers and data are critical, but stories are what make your findings stick. Communications professionals know this and often encourage researchers to humanise their work. For example, instead of opening with statistics about the quality of education in a given country, tell the story of a nine-year-old girl whose future hangs in the balance. I always ask researchers about this when they send in articles or papers: who is behind all the statistics? Nowadays, this is called “storytelling”, but in journalism, it has existed forever. By telling the story of an individual or a group of people, you make it easier for the reader to connect with what is coming next, namely, all the (dry) data. These stories bridge the gap between abstract research and tangible, real-world consequences, helping your audience see why your work matters.
Remember your ‘why’
This one goes for every job, really. If you are lucky to be in a career that is not just for survival, there should always be a purpose—a why—behind it. Research can sometimes feel like a grind, with pressures to secure citations, conference invites, and future grants. But at its core, isn’t your work about improving lives? Your communications colleagues excel at keeping this purpose front and centre. They can help you weave human stories into your research and presentations, reminding you of the real-world impact you’re striving for. By knowing—and even meeting—the people behind your data, you’ll stay grounded and motivated to make a difference.
Your communications team isn’t just there to push out press releases or upload things to the website. They are your partners. They amplify the impact of your research. Involving them early, valuing their expertise, and collaborating closely can transform your work from a static PDF into a catalyst for change. So next time you start a project, make them part of the process—and watch how far your research can go.
Gabriela Keseberg Dávalos is a Bolivian-German political scientist and journalist who focuses on international relations, particularly the intersection between the Global South and the European Union. Currently an independent Policy Advisor, she was previously the Director of Global Public Affairs at Southern Voice and Senior Foreign Policy Advisor of the Vice-President for Human Rights and Democracy of the European Parliament.