A megaphone for research
Mitja-Alexander Linss explains how scientific storytelling drives research impact
The scenario plays out thousands of times each year: a rigorous study gets published in a respected journal, contains significant findings, and then vanishes into the digital archives. Despite sound methodology and important implications, it may only reach a handful of readers conducting their own literature reviews.
This pattern reflects a fundamental disconnect in how research moves from discovery to application. Important research doesn’t always naturally find its way to the target audience. An 2021 study examining citation patterns across disciplines found that rates where research isn’t cited varied dramatically, ranging from 12% in medical sciences to 70% in arts and humanities. And if scientists won’t cite scientists, what about the wider public audiences outside of academia?
As a result, researchers and institutions may feel pressure to get their work noticed; funders may also want evidence of impact beyond citation counts. Yet, the work that often gains traction is one where someone understands how to package and promote it effectively.
The challenges with visibility
When there were fewer researchers and journals, discovering new findings was more manageable. Today’s reality, however, is starkly different. In 2024, over 5.14 million scholarly articles were published globally, a figure that represents an 22.78% increase over just the previous five years. It’s challenging for even dedicated professionals to keep pace with new findings in their own specialties. Information overload has made visibility, not just quality, the determining factor in whether research influences practice, policy, or public understanding.
The audiences who need research findings largely don’t read academic journals. Policymakers receive information through legislative briefings and policy memos. Practitioners rely on professional newsletters and conference presentations. The public encounters science through social media and mainstream news outlets. Research that doesn’t appear on these channels effectively doesn’t exist.
How research drives impact
Research that applies communication strategies has found measurable effects on reach and impact. While press releases from academic institutions often contain exaggerations or omit important limitations, strategic dissemination efforts correlate with increased visibility across multiple channels.
It’s crucial to recognise that different audiences require different delivery mechanisms. The same research can and should be packaged in multiple ways, depending on who needs to use it and how they make decisions: technical versions for peers, practical versions for practitioners, accessible versions for general audiences. For example, a two-page policy brief for legislative staffers, a plain-language summary for advocacy organisations; a narrative framework for journalists; an application-focused presentation for industry practitioners.
Creating diverse communication assets outside of print can also boost research reach. Well-designed infographics travel farther than lengthy articles. Short videos explaining findings can reach audiences who won’t read abstracts. Social media posts may spark conversations that can lead to unexpected collaborations and applications.
The right time to think about reach
Planning for dissemination should ideally begin during study design, not after publication. Identifying stakeholders who will care about results, and determining what formats they need, allows for strategic preparation. Building relationships with those audiences during the research process creates pathways for findings to reach decision-makers.
Timing also reinforces impact significantly. Releasing findings when they’re relevant to current debates multiplies their influence. This requires monitoring policy discussions, news cycles, and professional conversations. When opportunities arise, having materials ready for immediate distribution is critical.
The publishing industry and the scientific community are beginning to pick up on the connection of research visibility and societal impact, but often researchers have to be communicators on the side. Not everyone is suited for this role. Providers of science communications emerge, but few have the expertise to amplify science across the entire research cycle.
In an ecosystem where millions of studies compete for attention, excellent research without strategic communication is research that won’t fulfil its potential. The gap between discovery and application won’t close by itself. Bridging it requires treating communication as an integral component of the research process, not an optional add-on.
Mitja-Alexander Linss is Head of Marketing at Karger Publishers