Academic Papers Deserve Their Own PR

Have you burned the midnight oil for your academic research paper or thesis submission? The answer would be a tiring yes! But what about these exhausting thoughts? Imagine you did groundbreaking research, but it did not see the light of the day. What if Feminism or Cultural Hybridity had never made it beyond their academic circles? Would the world still have caught up with the thoughts?

The point is that research can reshape how one perceives the world.

Here’s a thought: If movies, brands and influencers can have public relations campaigns, why can’t academic papers? It is high time that these hidden gems get their place in mainstream conversations.

A small anecdote

I remember dedicating my second year of Masters to writing a dissertation. It was chaotic. There were times when I was mentally exhausted. But what kept me still going? Ahh, the recognition and grades! I rowed the boat till the last tide so that my work gets published. But what’s the point if no one discovers my research?

The biggest problem

Many researchers spend years searching for unique facts and insights. They have many research hubs to support their work. But how many of us scroll through Google Scholar or JSTOR for fun? Do we have any other users other than academics who use these platforms?

On top of that, the publishing world creates barriers. Journals and academic papers are often locked behind expensive paywalls, and even when a paper is open access, it cannot grab people’s attention. Most of these works remain in niche circles unless someone intentionally talks about them.

It would be impactful if groundbreaking research made headlines, trending hashtags, or even reel-worthy content. A PR team can help publicize the work for better reach.

What can PR do to these academic papers?

1. Think about it. PR is not always about promoting stuff; it’s also about the art of storytelling. Academic papers are content worthy of telling stories. PR strategies can provide creative brilliance to make these ideas accessible and engaging. Take a paper on marginalized voices in The Stone Angel. This topic can be very niche or dry to a lot of people. PR can help frame this pitch: “How Margaret Laurence captured Canada’s forgotten voices.”  A simple and colloquial language makes the research relatable.

2. A PR campaign could work wonders, pitching research to arts and culture outlets. A lot of discussion on Canadian English Literature can be posted on Quill and Quire. Writing opinion pieces is another effective strategy. A modern takeaway from several research pieces can bring new insights.

3. Social media can provide more earned coverage for academic insights. An X thread covering Life of Pi in memes and engaging visuals can be impactful. Instagram videos/posts can explain certain concepts to amplify research reach.

4. Infographics and illustrations can make the research way more interesting. A slideshow can feature the various themes of Michael Ondaatje’s The English Patient. Visual text resonates a lot with the audience and makes complex ideas accessible.

5. Partnerships and influencers can bring academic findings to life. Instagram influencers can discuss adaptations of Anne of Green Gables, which can bring awareness to society.

6. Public talks, webinars, conferences and workshops can bridge academia and the general public. Q&A sessions can provide more lively discussions on certain research concepts. Promoting such events through libraries, cultural institutions, or social media can boost interest.

Real-world examples of academic PR done right

1. Hannah McGregor, a professor of publishing, uses podcasts to share her academic work with a broader audience. Her podcast titled Secret Feminist Agenda blends storytelling with scholarly insights.

2. Dr. Emily Zarka promotes her YouTube series, Monstrum to share her expertise in Gothic literature.

3. The Speaking My Truth project by the Aboriginal Healing Foundation blends personal narratives and academic research on the legacy of residential schools in Canada, garnered national attention and influenced public discourse.

PR solutions

Academicians may worry about oversimplification or losing credibility. Promoting academic papers can be difficult. Here’s how you can address those concerns:

1. Simplify language without losing its essence. Think of it as translating ideas to the common people.
2. PR professionals can support the researchers in crafting impactful messaging while staying true to their work.
3. Prioritize academic papers that actually require PR campaigns. This saves money and energy.

So, what’s next?

Think of collaborating with PR professionals to bring your academic insights to the spotlight.

What academic paper do you think deserves visibility? Let’s make it popular through PR strategies!