By Monroe Ouma, Peter Ongalo, and Maureen Kabasa
“Your research isn’t boring, it just needs to be told in a way that captivates and shows its impact.”
Storytelling is one of the oldest and most powerful forms of human expression, with the ability to engage, influence, and inspire. For generations, it has been used to pass on knowledge, history, and cultural values, often through the oral narratives of our grandparents and great-grandparents, leaving lasting impressions that transcend formal education. By fostering connection and understanding, storytelling has played an important role in shaping societies, preserving heritage, and reinforcing ways of life across time.
Storytelling lies not only in its intuitive appeal but also in the cognitive and psychological principles that make stories memorable and impactful. For researchers, embracing storytelling can transform how their work is understood and received. This was emphasized during the ACTS Pathways Academy session at the ASk workshop, where participants noted that the message received by an audience often differs from the one intended by the presenter. By weaving storytelling techniques into their publications, researchers can bridge this gap, making their findings more accessible, relatable, and resonant with wider audiences.
When sharing research, clarity is essential. Use simple, precise language that avoids jargon and makes your work accessible to a broad audience. Shape your message with purpose by considering who you want to reach, whether academics, policymakers, or the wider public, and adapt your tone and platform accordingly. Equally important is presentation. While academic papers remain vital, complementary formats such as infographics, charts, or concise explainers can help distill complex ideas into more engaging, understandable forms.
From the publishing stage, practical storytelling matters because it encourages uptake by policymakers, practitioners, and the public. People are more likely to use research they understand. It also enhances visibility by increasing citations, media coverage, and policy relevance, and bridges the gap between research and real-world change.
Researchers can use several strategies at this stage:
- Simplifying the language without losing accuracy.
- Tailor to your audience by segmenting them into key players, potential allies, and amplifiers, then aligning your message to their needs.
- Communicate in formats people consume — from fact sheets, social media carousels, and short videos to podcasts and data visualizations.
- Make numbers meaningful by using comparisons and clear visuals (e.g., “preventing 4 out of every 10 cases” rather than just “a 40% reduction”).
- Align with media and policy needs by tapping into news values like timeliness, novelty, relevance, and human impact. For example, launching sanitation findings on Global Handwashing Day ties the research to a global conversation and increases visibility.
It is also worth noting that your data can tell a meaningful story by highlighting its real-world implications rather than presenting raw numbers alone. Finally, situate your work within current debates in media and policy. By aligning your findings with timely issues and emphasizing their human impact, you enhance their relevance and increase the likelihood of influencing both public understanding and decision-making.
In the end, effective research communication is not just about what you know, but how you share it. By embracing storytelling, simplifying language, and connecting with audiences where they are, researchers can ensure their work not only informs but also inspires change. Publishing is not the end; it is the beginning of your research’s public life. The challenge and opportunity for scholars today is to make research resonate beyond academia and shape the conversations that matter most.
The ASk Network | Alternative Science Communication Network:
Connecting Communicators, Researchers, and Innovators for a New Era of African Science Engagement
