Research communication often focuses on publishing results, producing online content or giving public lectures. But how do we identify the people outside academia who could actually benefit from our research? How can we understand what matters to them and design communication that makes research relevant, accessible and useful?

This T4EU Science Communication workshop is led by Kadri Kallast and Laura Ingerpuu whose research focuses on the changing meanings and practices of built heritage preservation. The workshop draws on their recent experience with the LIFE heritageHOME project, where she was involved in a nationwide communication campaign aimed at bringing research and development results on cultural heritage and sustainable renovation to homeowners across Estonia. Working with local heritage experts in 12 locations, the project task team explored what topics, messages and formats would resonate with different local audiences.

Using this real-life case, including lessons learned from what worked and what did not, participants will explore how to identify relevant non-academic audiences, understand their needs and motivations, involve local experts and intermediaries, and choose communication formats that fit both the audience and the research.

The workshop will focus on participants’ own research. Through practical exercises, each participant will identify a potential non-academic audience for their work and develop an initial communication strategy for reaching and engaging that audience.

• Session #1: 1 December, 3 pm to 5 pm (EET)
  Through a critical analysis of the LIFE heritageHOME campaign, participants will explore the key stages and choices involved in audience-centred research communication.
• Session #2: 8 December 3 pm to 5 pm (EET)
  Participants will share their initial communication strategies and receive feedback from the group. Based on the discussion, they will refine their audience focus, key messages and choice of communication formats and channels.
• Session #3: 15 December 3 pm to 5 pm (EET)
  Participants will present their completed communication strategies and discuss them with the group. The final session will offer feedback and reflect on how the strategies can be put into practice.

Learning outcomes
By the end of the workshop, participants will be able to:

• identify non-academic audiences who could benefit from or engage with their research;
• explore the needs, interests and motivations of a specific audience;
• use local experts, communities and other intermediaries to inform communication planning;
  select communication formats and channels appropriate to different audiences;
• connect research findings with issues that are meaningful and relevant to people’s everyday lives;
• develop an audience-centred communication plan for their own research.