In this article, we’ll explore why it matters and how to heighten its impact with insights from Barbara DeLollis, Head of Communications at Harvard Business School’s Institute for Business in Global Society.
The current state of academic comms
Bryan Caplan once tweeted: “When the typical academic article gets published, not only do zero people read it—even the author usually breathes a sigh of relief: ‘I’ll never have to think about that again.’”
Sound familiar?
This is the reality of academic communications today.
Barbara DeLollis, Head of Communications at Harvard Business School’s Institute for Business in Global Society, knows this challenge firsthand. Her team works closely with faculty and practitioners to distill, package, and disseminate research that can help decision-makers address critical issues like climate change and economic mobility.
Barbara explains,
"There is a lot of amazing research being done on campuses worldwide. But typically it just sits there. People in academia are frustrated and looking for new alternatives to heighten the impact of their research. They’re not doing this just to publish and forget about it.”
Why doesn’t research get the exposure that it should?
According to Barbara, academia tends to be reactive, with proactive storytelling and strategic content distribution being an afterthought. Often, you’ll hear, “We’ve always done it this way,” which makes implementing change difficult.
Another issue is team size. At many public and private universities, teams are small, and while storytelling is done, it often doesn’t get the external attention it needs to reach intended audiences.
“There may not be the budget for large teams of writers or dedicated communicators,” she adds, “meaning valuable research and insights never reach the people who need them most.”
Despite these challenges, Barbara and her team are making strides to shift the status quo.
“Right now, we have an opportunity to reimagine academic communications—taking it one step at a time. I’m eager to show others how they can be heroes in their organizations, helping bring stories and research to life to ultimately drive societal change.”
The importance of academic communications—and why it needs to change
Despite its significance, academic communication is often overlooked and underfunded in many universities.
Yet, the stories behind research are vital—not just for society but for the institutions themselves.
Here’s why.
First, faculty members can benefit from establishing themselves as thought leaders. Strong communication helps position them as experts in their fields, opening doors to new opportunities.
Second, institutions have a strategic interest in shaping their brand and increasing visibility. Just as proactive storytelling strengthens a company’s reputation in the corporate world, universities can use it to build trust, credibility, and engagement with their audiences.
Academic communication also plays a crucial role in enhancing alumni and donor relations. Many stakeholders—long before you even get to students—rely on compelling storytelling to stay connected to a university’s mission and impact.
"Effective storytelling can make the difference between securing grants or missing out on funding," says Barbara DeLollis.
Finally, higher education has a unique role in the media landscape as a trusted source of knowledge. Barbara, who worked at USA Today for 12 years and has bylines in publications such as U.S. News & World Report and The Wall Street Journal, understands this firsthand. She emphasizes that academia has an opportunity to step up and share research-based insights at a time when trust in traditional media is wavering.
"A big part of what we're doing is distilling and sharing research-based insights for that very reason—because people historically have trusted academia, especially in a world where faith in the media sector is declining, rightly or wrongly," Barbara explains. "Whether you're part of an initiative, a center, a lab, or a university as a whole, there’s an incredible opportunity to make the case for proactive storytelling.”
When universities share their work with a wider audience, everyone benefits. It’s time to rethink how we communicate academic knowledge—making it more accessible, engaging, and impactful.
Tips to improve academic communications—How to reach a wider audience
If you want to be successful in academic communications, it starts with a mindset shift. Audiences are changing, and so are their media diets. Students are on TikTok, donors are on LinkedIn, and professionals engage across various platforms.
"Audiences aren’t where they used to be—whether it’s alumni, donors, practitioners, students, or staff, they’re on different platforms now," says Barbara DeLollis. "So don’t we have to change too? We have to meet people where they are."
This means embracing social media as a tool for sharing research. Your audience is already there—it’s time for academic communication to be there too.
Four tips for distributing research effectively
1. Build a network of engaged faculty
Start by identifying and connecting with faculty members who are open to sharing their research.
"We hold faculty engagement meetings—simple conversations where we ask, ‘What are you working on? When do you expect paper XYZ to be published? Would you be willing to share it with us in advance?’" says Barbara.
These discussions help communication teams stay ahead of upcoming research, build and execute editorial calendars, and plan effective outreach strategies. The more faculty members are involved, the easier it becomes to identify and amplify important work.
2. Find the angle
The key to distributing research effectively is identifying the right angle. Journalists don’t have time to sift through an 80-page paper to find the story—so do the work for them. Summarize key insights, frame them in a compelling way, and set up media opportunities to ensure the research gets the attention it deserves.
"In the interest of getting research out quickly and in a timely manner, we distill the key takeaways and present them in a way that resonates with different audiences," says Barbara.
She also encourages leveraging AI to assist in this process. “Don’t be afraid of using AI. Some people resist it entirely, while others are open to using it with an eye on privacy concerns. AI can help interpret research and surface key insights more efficiently.”
Example 1: Finding the angle in decarbonization and banking
When Barbara first joined Harvard Business School, she was presented with research on decarbonization and the banking sector.
"As a longtime business journalist, I knew this was an important topic, but I also knew we needed to distill the findings in a way that would capture media interest," she recalls.
With no team at the time, she developed a systematic approach:
- Read the research and speak with the faculty.
- Write a summary highlighting key messages.
- Secure faculty approval or revisions.
- Craft a media-friendly article.
The result? The Financial Times Banker picked up the piece and ran it in their newsletter, proving that their communication strategy was working.
Example 2: Finding the angle in electric vehicle charging stations
A similar process was applied to research on EV charging stations. A scholar used AI to analyze real-time insights from a million consumer reviews, revealing that only 78% of EV chargers were operational—far below the reliability of traditional gas stations.
Barbara’s team worked with the scholar and his data scientists before publishing a story that gained global traction:
- 350 million earned media impressions in six days in 7 languages
- Coverage in Bloomberg, Politico, The Boston Globe, and local and international outlets
- Targeted storytelling that resonated with different stakeholders—from policymakers to the auto industry to consumers
The lesson? When you find the right angle and tailor the message for the right audience, research has the power to reach millions.
3. Hold the Pen
One of the most important tips for successful academic communications is to “hold the pen.” “Holding the pen” means taking control of the process and guiding the message from start to finish.
In the academic world, researchers are used to having control over their work, especially when it comes to editing and refining their academic papers. While that’s completely understandable, when it comes to distilling research for a broader audience, simplicity is key.
Barbara advises, “I recommend holding the pen throughout the entire process—from the initial idea and partnership with faculty, all the way through distilling the research and guiding it through the approval process.”
Taking charge of the process ensures that the process doesn’t get drawn out and the final message stays clear and suitable for time-pressed journalists and editors.
Use video
“Video is a must. It’s not a nice-to-have,” says Barbara.
Today, almost every social platform is video-first, and even those that weren’t originally designed for video are adapting to meet the growing demand. It’s the way people want to consume content—quick, engaging, and visual.
For Barbara’s team, video has far outperformed written articles. One of their top-performing videos on YouTube, which is about financial market concentration, has gained around 550,000 views and nearly 970 engagements in just a couple of months. It’s a 20-minute long video, yet the engagement rates are off the charts.
Though the percentage of people watching the entire video may be lower, the numbers are still impressive. "We’re regularly seeing 60,000 to 100,000 views per video, which is very high compared to traditional academic videos,” Barbara adds.
For these longer-form videos, the team brings in scholars and CEOs for on-camera interviews.
“We support our faculty with media training or pre-call briefings, where we talk through the key messages together—normally three max. Our goal is to make them feel as comfortable as possible and not feel nervous or alone.”
Short-form videos for social
Although long-form, professional interviews are incredibly valuable for deep dives into research, they’re time-consuming and not always practical for every story you want to tell. That's where short-form videos come in—they’re quick, engaging, and perfect for sharing ideas on social media.
Jonna Ekman, Communications Director at Storykit, emphasizes that universities, even those with smaller budgets, can still create high-quality videos without needing professional staff or expensive equipment.
“You don’t always need to film actual people to create great videos. Sometimes, we get too focused on having people on camera. The truth is, many people don’t want to be filmed, but you can still create compelling videos using just text, quotes, and images,” Jonna explains.
Storykit offers a simple solution to this by enabling universities to repurpose their research and turn it into videos quickly. “For example, when sharing research findings, some researchers may not want to appear on camera, but their insights can still be highlighted through text-based videos or with a picture of them in the background.”
This approach allows universities to create powerful, engaging content without needing to put anyone on film.
By uploading content—either manually or automatically—Storykit helps users create a variety of video formats like trailers or summaries. These formats can be tailored to fit different platforms, making it easier to share research with wider, more diverse audiences.
Conclusion
Barbara puts it best: "We are sitting on amazing information—whether it's student stories or groundbreaking research—and sharing it has the power to change the world."
By embracing change and proactive storytelling, universities can increase the reach and impact of their work, helping shape a more informed and engaged world.
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