Science Communication Workshop from Research to Reach: Communication Strategy and Personal Positioning in the Digital Age
From Research to Reach: Communication Strategy and Personal Positioning in the Digital Age
Ángela Martínez Tormo – Communications Coordinator OGPI
About
The training aims to provide students with practical communication and digital positioning skills to effectively communicate their academic knowledge, research, projects and professional expertise to different audiences.
Specific objectives
By the end of the training, participants will be able to:
- Understand the fundamental principles of strategic communication.
- Define their personal or professional positioning.
- Identify and understand different target audiences.
- Transform complex academic information into clear and engaging messages.
- Develop a basic content strategy around their area of expertise.
- Select appropriate digital channels according to their objectives and audiences.
- Turn academic projects or research into engaging social media content.
- Understand current digital trends and how they can be adapted to knowledge communication.
- Develop a coherent and credible digital presence.
- Create a basic communication plan for their own research, thesis or academic project.
Profile
Ángela Martínez
Communications Coordinator (OGPI)
Ángela Martínez holds a degree in English Philology from the University of Alicante and a master’s degree in Marketing and Strategy. She has further specialised her academic training in international marketing, corporate communication, digital strategy, brand image and intellectual property through programmes at the International Business Management Institute in Berlin, PONS IP Business School and the World Intellectual Property Organization (WIPO), among other institutions.
With professional experience in corporate and institutional communication across different sectors, she has developed a strategic and multidisciplinary approach to communication, combining communication strategy, content creation, digital channels, brand positioning and audience engagement.
She currently works as Communications Coordinator at the Office for Institutional Project Management (OGPI) of the University of Alicante, where she contributes to the development and implementation of communication strategies, manages institutional communication channels and supports the organisation’s corporate image and digital presence.
Her work also includes the communication and visibility of European and internationally funded projects, collaborating in the development of communication and visibility strategies, content planning, social media communication, dissemination activities and communication materials. She has contributed to the communication of projects across different thematic areas and has participated in international project activities and final conferences, supporting their visibility and the dissemination of project results to different audiences.
As part of her role at OGPI, she is also involved in the communication strategy of major international initiatives, including the India IP SME Helpdesk and the Latin America IP SME Helpdesk, developing communication actions aimed at increasing the visibility and reach of project activities and services among international audiences.
Her professional approach combines strategic thinking with practical communication, with particular interest in how complex information, academic knowledge and institutional projects can be transformed into clear, relevant and engaging content for different audiences and digital platforms.
DAY 1 — FROM KNOWLEDGE TO COMMUNICATION
How to communicate what you know and build your position
Link:https://teams.microsoft.com/meet/3213918476530763?p=lmTPXekXukNvxMXy7n
Time | Session | Content |
10:00–10:10 | Welcome & Opening: Why Should Anyone Listen to You? | Introduction to the training. What does it mean to have a digital presence today? Opening discussion: If you are doing something interesting, how can you make people notice it?
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10:10–10:30 | From Knowledge to Communication | Why having valuable knowledge is not enough. The difference between having something to say and knowing how to communicate it. From academic knowledge to accessible and relevant communication.
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10:30–10:50 | Communication Strategy: Start With Why | The basic principles of communication strategy: objectives, audiences, positioning, key messages, channels and desired action. How to define what you want to be known for.
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10:50–11:10 | Find Your Positioning | Personal and professional positioning. What makes your profile, research or expertise relevant? Identifying your area of expertise, value proposition and communication territory.
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11:10–11:25 | Who Are You Talking To? | Understanding audiences: academic community, professionals, companies, media, institutions, potential employers and the general public. How the same knowledge can require completely different messages.
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11:25–11:40 | Making Complex Ideas Understandable | Principles of effective communication: clarity, relevance, simplicity, storytelling, examples and context. How to explain a complex academic topic without oversimplifying it.
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11:40–12:00 | Practical Exercise: “Explain Your Research in 30 Seconds” | Participants choose a thesis, research topic, academic project or area of expertise and transform it into a short, accessible message for a non-specialist audience.
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DAY 2 — FROM COMMUNICATION TO DIGITAL PRESENCE
How to turn your expertise into content and build visibility
Link:https://teams.microsoft.com/meet/3213918476530763?p=lmTPXekXukNvxMXy7n
Time | Session | Content |
10:00–10:10 | Recap: What Do You Want to Be Known For? | Short review of Day 1. Participants revisit their positioning and identify the main idea they want people to associate with their profile.
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10:10–10:30 | Choosing the Right Digital Channels | Instagram, LinkedIn, TikTok, X, YouTube and other platforms. What each platform is useful for, who uses it and what type of content works. You don’t need to be everywhere.
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10:30–10:50 | From Thesis to Social Media Content | How one research project can become multiple pieces of content: short videos, carousels, threads, LinkedIn posts, infographics, stories, interviews, FAQs, myth-busting content and visual explanations.
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10:50–11:10 | Content Strategy: What Should I Post? | Content pillars, editorial consistency and formats. How to balance expertise, education, personality and conversation. Building a simple content strategy around your area of knowledge.
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11:10–11:25 | Trends, Storytelling & Examples | How researchers, experts and organisations are using social media to make specialised knowledge accessible. Analysis of relevant examples and campaigns. What can we learn from them?
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11:25–11:50 | Practical Case: Launch Your Research Online | Students create a mini communication strategy for a thesis, research project or academic topic: positioning, audience, key message, platform, content idea and CTA.
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11:50–12:00 | Pitch & Final Takeaways | Participants present their concept. Final checklist: What do I want to be known for? Who do I want to reach? What do I want to say? Where? How? Why should people care?
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- Apply by 1 January, 1970
