From Data to Dialogue – Why Storytelling Matters in Research
In the latest episode of Karger People & Science Live, host Francesca Brazzorotto welcomed Andy Tattersall, an expert at the intersection of journalism, academia, and digital media. Their conversation spotlighted a crucial, often overlooked aspect of research: Storytelling. Andy’s journey – from sports journalism to health research at the University of Sheffield – demonstrates how communication skills can transform the visibility and impact of scientific work.
Andy emphasized, “We spend so much time collecting data, analyzing, publishing, but how often do we stop to think about how we share that knowledge and who it actually reaches?” He pointed out that impactful research often remains confined to conferences or niche publications, missing the broader audience it could benefit. In today’s world, where misinformation and “fake news” threaten to overshadow evidence-based science, making research open and accessible is more important than ever. As Andy put it, “It should be open by default, because research has a global impact.”
For Andy, storytelling is much more than presenting facts. “Storytelling isn’t just about presenting facts – it’s about connecting research to real lives, showing how discoveries can change and improve outcomes for individuals and communities.” He added, “Distilling research to show how it can change the life of a person – a child, a senior – is what makes science truly meaningful.”
Practical Pathways – Making Science Communication Work for You
The discussion moved from the “why” to the “how” of scientific storytelling. Andy acknowledged the pressures researchers face: Limited time, increasing demands, and sometimes discomfort with social media. “I know academics are really busy, and communications is an additional thing. But it’s about picking the right platforms and methods to reach people,” he explained. He encouraged researchers to choose platforms and formats that suit their strengths and audiences – whether through infographics, podcasts, public engagement events, or plain language summaries.
“You don’t have to be a media expert to communicate effectively,” Andy reassured. “Don’t feel pressured to use social media if it doesn’t suit you. There are other ways to communicate, and it’s essential to choose what works for you.” The key, he said, is to integrate communication early in the research process, not as an afterthought, and to leverage available resources, both internal and external.
Andy also shared practical advice for measuring the impact of communication efforts: “If you create an infographic, don’t just share it on social media or at a conference. Put it into an archive like Zenodo or Figshare, which will give you metrics, views, downloads, even citations.” He stressed the importance of being proactive, sharing findings with relevant communities and policymakers, and making use of awareness days to maximize reach.
Navigating Challenges and Reputation Management
Andy highlighted the importance of reputation management in the digital age: “Reputation management is like insurance: You hope you never need it, but it’s better to be prepared.” He recommended media training and working with communications professionals to help researchers navigate challenges and amplify their message with confidence. “Misinformation, the rise of AI, and culture wars make sharing knowledge more crucial than ever,” Andy warned, underscoring the need for vigilance and strategic communication.
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