Changing funding patterns mean that the long term growth of the research enterprise requires effective, strategic communications about the value of university-led research.
Yet there are a variety of obstacles that complicate communicating research value. Institutions need to communicate research to a much broader set of stakeholders who may have different interests, priorities, and levels of understanding. And faculty are not always effective at communicating their research to lay audiences.
Chief research officers (CROs) are often thrust into the spotlight as the primary advocate for the research enterprise, and they find themselves overwhelmed by the marketing and communication challenges. While they recognize the importance of their role in improving research communications, they want and need to have more effective tools and tactics for doing so.
To support CROs and their staff in articulating the value of research and maximizing the impact of communications efforts, the University Research Forum has developed the following toolkit to accompany the 13 tactics outlined in our national meeting study, Telling the Story of Research.