Paving The Way For Dongguk University As A Global Research Hub
It’s not new for universities to be competitive about their reputation in the academic community—especially on a global scale. But in the case of any research-intensive institution, communicating what sets them apart is essential to survive. Universities need to express their research capabilities outside of the classroom in order to receive funding and further development opportunities. Additionally, various organizations such as QS and Times Higher Education publish yearly university rankings lists that project the academic quality and research output of universities across the globe; pushing competitive spirits into institutions to perform the best.
But as the ancient adage goes, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Similar thought can be applied to research communication throughout the academic community. Institutions may facilitate high quality research programs and publish their findings in high IF journals, but failure to communicate the technical findings to the general public may leave them stranded and unheard.
Producing a media and science-friendly format
In order to bridge the gap between scientists and the public, university research departments are exploring alternative formats for science communication. Scientific press releases are often produced to summarize research manuscripts in simple language; intended for media pickup and distribution to the public. Universities with a high research reputation tend to succeed because they understand the need to promote their research content where people will see it.
In an effort to highlight their research capabilities to a global audience, Dongguk University worked with Impact Science to create “graphical press releases” which combine the catchy news-style appeal of a scientific press release along with an engaging infographic that summarizes the key findings in a visual, easy to comprehend format.
Generating visibility via widespread distribution
Beyond the graphical format of the release, Dongguk University and Impact Science placed high importance on creating a distribution strategy for their new content. With the initiative to increase their visibility as an institution, Dongguk hosted the graphical press releases in their university newsroom, and several other third party platforms to spread their message further.
Dongguk: a global-facing institution
News coverage on prominent science website and on social media helped increase the reach of Dongguk’s research content. 4 hours after sharing the articles across LinkedIn, the university received engagement from top institutes such as Harvard and MIT. Also, the graphical press release was picked up, translated, and published on leading European forums.
Not only did Dongguk position themselves as a future-facing institution, they were able to disseminate their work beyond geographies and language through their research communication and distribution strategy. Dongguk continues their endeavour to promote key research activities going on at the university and refine their dissemination strategy to gain maximum visibility for their institution’s research.
- 4 hours: graphical press release was picked up, translated, and published on leading European forums, including German scientific news publishers, Press Text
- Social media: Linkedin promotion engaged readers from top institutes including but not limited to Harvard, MIT, CalTech, & Oxford