Technique 3: Humanise your research

People care about people. Human stories tend to move people more than data does. Even the most technical research becomes more engaging when it’s connected to real human experiences.

How to humanise your research:

• Tell the real-life story of a person or community affected by the problem you are researching (with their consent).
• Describe how a community has benefited from your work.
• Include voices of policymakers, service users, or local leaders.
• Share your personal story as a researcher — for example, exciting experiences or challenges you faced.
• Highlight someone influential who supports your work.

Technique 4: Relate your findings to people’s needs and aspirations

Facts alone don’t move people — goals do. Policymakers and the public are driven by hopes like reducing poverty, creating jobs, improving health and increasing food security.

So, don’t just talk about a nitrogen-efficient variety of maize. Instead, describe it as a maize variety that requires less fertilizer, saves farmers money, and improves food security. Mentioning food security and cost savings is more likely to catch the attention of both farmers and policymakers. In contrast, they might not be particularly interested in nitrogen efficiency.

Ask yourself the following questions:

• How does this research finding affect people’s lives?
• What new choices or decisions might it inspire?
• What positive change should result?

Technique 5: Answer the questions people are already asking

People typically want to know:

• Why should I care?
• How does this affect me?
• What can I do about it?

Make sure every piece of communication — whether it’s a press release, policy brief, op-ed, or presentation — addresses these questions early and clearly.

Avoid overly technical language. Explain the problem, the evidence, and the possible solutions in accessible terms. (See the practical guide on simplifying scientific information).

Technique 6: Use catchy images

Take a look at the front page of any magazine or newspaper, or the homepage of a news website. What catches your attention first — the text, the headline, or the picture? For most people, it’s the picture, followed by the headline. At a glance, people are more drawn to images than to text.

Using catchy and informative photos, videos, infographics, and sketches is a powerful way to not only attract attention but also help people understand and remember scientific information. An image can spark curiosity and make someone want to learn more —prompting them to read your text.

In a popular article, Felice Frankel, a science photographer and research scientist at the Massachusetts Institute of Technology (MIT), explains that science images can capture attention in ways that words alone cannot.

As a researcher, you need to recognize that humans are visual creatures — and use that to enhance your science communication. Think about your study from the outset and identify moments that can offer opportunities to capture eye-catching pictures. For example, a chemistry experiment with a colorful reaction, a field activity in a beautiful crop garden, or someone operating an intriguing piece of scientific equipment. Such images can capture the interest of policymakers, the media, and the public.

You can also consider creating infovideos or visualizing your data to make your findings more engaging and accessible.

In summary

Let’s recap the core strategies:

• Start with social relevance: Make sure your work addresses real-life problems.
• Use news values: Frame your findings to attract attention.
• Time it right: Align your message with trending issues or events.
• Make it human: Tell stories about people, not just data.
• Show the impact: Help people understand why it matters and what they can do.
• Visual appeal: Use catchy images – photos, vidoes, infographics and sketches.

Your next step

Reflect on your current research and identify:

• The societal problem it addresses
• Who benefits from it
• The news values it meets
• A timely moment to share it
• A human story to highlight
• The public aspiration it supports

Then craft your message — whether it’s a tweet thread, short video, media article or policy brief. But whatever you do, make it interesting. That’s how you move from publishing to impacting.