The THRC MarComm Team uses storytelling to make complex research engaging and clear.
Key Ingredients for a Compelling Research Story
The Hook
What grabs attention? Start by showing why your research matters. Pose a relatable question, share a surprising fact, or tell a personal story. Help your audience see themselves in your work.
The Problem or Challenge
What is the gap in knowledge or the issue that your research addresses? Share what questions you set out to answer.
The Solution
Describe your findings in clear, simple language. Focus on what you did and what you learned without getting bogged down in technical details.
The “So What?”
How does your work improve the lives of your audience? What are the implications? This is the key takeaway.
Quick Tips for Storytelling
Add analogies & examples
Use metaphors to make complex ideas relatable. Compare tricky concepts to everyday experiences and use clear language that paints a mental picture.
Avoid Jargon
Translate field-specific language into plain terms. Avoid jargon and acronyms, or define them clearly. Focus on clarity and your main message.
Know Your Audience
Identify your audience—peers, policymakers, journalists, students, or the public—to guide your language, detail, and communication style.
Highlight the Big Picture
Prioritize your core message. Avoid getting lost in the details. Ask yourself what you want your audience to take away.
View of long walkway with arches at Texas State University
Recommended Resources
AAAS Communication Toolkit | American Association for the Advancement of Science | Communicating with the Public
Five tips for scientists speaking to reporters