Seasoned researchers and scientists are all too familiar with the adage “publish or perish.” However, as science and technology have evolved together, so too has the process. In other words, getting your paper in that prestigious peer-reviewed journal is just the first step in presenting your work to a broader audience.
You and your colleagues spent months writing a research paper, submitted it to your desired peer-review journal, and just got word that it will be published. Congratulations! These are proud and satisfying moments for researchers at every level of their careers. Getting your article published, however, is just one step. Self-promoting your article should be next on your to-do list.
“Promoting your research can help you reach a wider audience beyond the journal readership or those in your immediate field,” says Lisa Boucher, communications manager for Springer Nature in London. “News and social media coverage of research have also been associated with increased downloads and citations in some cases.”
There are several strategies that can help spread the news of your newly published work. Here are some of the best ones a science researcher can use:
Tailor Your Results
Many healthcare journalists who might report on your study appreciate a summary of a journal article that is written in easy-to-understand language. Consider tailoring your methods, results, and conclusion sections in a few paragraphs so the information is understandable to different audiences. Include a sentence or two if your results and conclusions have impact on regional residents. Why is it interesting to the audience?
Social media is one of the most powerful forms of communication worldwide. It is simple and accessible, which makes it attractive to users of all ages to join and share content.
Collaborate with Your Institution
Your university’s communications or public relations office is the best first step in spreading news about your article. Once the journal approves your article for publication, alert the office so the team can get a head start on the best promotional strategies. Your institution’s communications team has contacts with local and national media and can utilize several tactics:
- Distribute a press release that includes quotes from the lead authors
- Feature your article on the website or newsletter
- Create a blog post or video abstract
- Share it through the institution’s official social media accounts
Email Outreach
Yourcontact list can be a goldmine. Send personalized emails to researchers, collaborators, or practitioners who might benefit from or cite the work. Include a brief summary, the article link, and a friendly invitation to read or discuss it.
Use the Socials
Social media is one of the most powerful forms of communication worldwide. It is simple and accessible, which makes it attractive to users of all ages to join and share content. Social media statistics reported by the University of Maine found that there are about 4.8 billion social media users worldwide, representing 60% of the global population and 93% of all internet users. The report cited that people use an average of six different social networks each month. Each platform is unique on how it might appeal to researchers:
- LinkedIn: provides a professional-focused space for academic networking and sharing research insights.
- ResearchGate: a dedicated platform for academic networking and discussions, that can foster collaborations and expand research networks.
- Reddit: provides an informal space for sharing research. You can use genre-specific community pages to engage with an interested audience.
- TikTok: shares research through short educational videos and is great way to reach a younger audience.
- X (formerly Twitter): the 280-character limit makes it ideal for communicating concisely, sharing research insights, and participating in academic discussions through relevant hashtags.
Boucher acknowledges that there are challenges in using social media. “It can be difficult to accurately summarize your research in a limited number of characters,” she says. “This might not be enough space to give the full context, limitations, and implications of your work. Consider different ways to present your work on social media platforms, such as making short videos or animations.”
But what if you are not active on social media and can only manage one account? Don’t forget to involve your co-authors. If any of them have public-facing platforms or social media, ask them to take the lead in promotion. Also, Boucher says “there isn’t necessarily a one-size-fits-all answer” for what one platform may be better than others to join if you can only do one.
“Look for examples from communicators that you admire, or other people in your field. What platforms do they use, and in what format do they present their work?”
But what if you are not active on social media and can only manage one account? Don’t forget to involve your co-authors. If any of them have public-facing platforms or social media, ask them to take the lead in promotion.
“If you are based at an institution with a communications office, ask them for their advice,” she adds. “They might have a variety of social media accounts and posts that you could contribute to, allowing you to promote your research on social media without having your own direct presence.”
More Easy Strategies
- Reach out to your professional societies. Submit your article for inclusion in newsletters or journal highlights of relevant academic societies. Or, in the case of Endocrine Society members, Endocrine News magazine. Executive Editor Mark A. Newman comments that researchers would be surprised how easy it is to get their work featured in the Society’s monthly publication. “So many of our best features and columns have simply come to fruition due to a member of a research team reaching out to me,” Newman says. “Even if the topic might not fit into a current issue, issues are being planned months into the future where a member’s research could find a home either as a feature or at least as part of a shorter column.” Newman adds that for any research to be featured in the magazine, the study must meet at least one of the following criteria: The research must have been conducted by an Endocrine Society member or have appeared in one of the Endocrine Society’s peer-reviewed journals.
- Promote during presentations. Whenever you’re schedule to present during a conference or webinar, mention your paper during presentations or poster sessions.Share handouts or slides with a link or QR code to the article.
Keep in mind, there is no deadline for promoting your research. Even if your paper was published a year ago, follow these guidelines as literature searches never end.
-Shaw is a freelance writer based in Carmel, Ind. She is a regular contributor to Endocrine News and writes the monthly Laboratory Notes column.
Loading ...