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Telling the Story of Research
January 29, 2018
Key Insights
Long-term growth of the research enterprise requires effective, strategic communication about the value of university-led research. With federal funding growth stagnating, universities must appeal to a broader set of stakeholders, such as corporate entities and philanthropic donors. These newer and growing sources of funding often have different interests, priorities, and levels of understanding of university research initiatives.
Chief Research Officers (CROs) are often the primary advocate for the research enterprise, and they may find themselves overwhelmed by the marketing and communications 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 and improve research communications, CROs must execute on three core imperatives:
- Build staff capabilities and coordination
- Cultivate faculty engagement
- Optimize communications channels
This publication from the University Research Forum offers thirteen tactics for executing on each imperative.
Insights and best practices for partners
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