Getting the world to listen: Improving the impact of research through storytelling

The paper shows how difficult it is to tell the story of a research project well and suggests that the promotion of research through visual storytelling could be useful in many scientific endeavors. To ensure success, researchers must be supported by their institutions to develop storytelling skills and present them using visual media.

The paper presents a Four Phase Media Development Model which highlights the key steps a researcher or a media professional must take when developing a media product. The model is simple. It includes scoping, development, release and review. Scoping involves thinking about what the researcher needs so the message can be kept simple. It includes identifying the audience, deciding which visual approach to take, showing what the research changes in the world and finding a story to tell about that research. Next is the development phase: writing and creating the film. Then a release date that makes sense for the project is chosen, and then eight months later the success of the project is measured and evaluated.

This model is very easy to put into practice, and it can be used to train researchers without requiring more funding.

Ian Birch, Director ICT Strategy and Architecture, Auckland University of Technology said, "We believe that there is great potential to apply your model across various institutes and research studies. We were also impressed that the approach had already demonstrated its positive impact in generating research funding from new sources."

Professor Sharyn Rundle-Thiele, Director of Social Marketing at Griffith University added, "This video has bought direct interest in our work. I wouldn't change the process we used. It has really delivered, more than I dreamed it would."