Research Communication: What Tools Exist to Enhance and Promote the Research Article

Transcription

1 Yonsei University Seoul, South Korea November 27, 2018 SESSION 1: Research Communication: What Tools Exist to Enhance and Promote the Research Article Presented by: Donald Samulack, PhD President, US Operations, Editage / Cactus Communications Helping You Get Published

2 What Keeps Me Awake at Night? Are we effective at communicating research? Image source:

3 A Personal Perspective Scientific American Its effect on a generation of scientists Scientific American is the essential guide to the most awe-inspiring advances in science and technology -- Scientific American Articles I vividly remember from the 70s and 80s o o o Bee navigation The brain Flight of geese patterns o o o Gene coding Pterosaurs Microprocessors o o o Volcanos of IO The artificial heart The retina Comprehensive scientific reviews written for lay audiences and the scholarly community Incredible graphics Storytelling Stopping power Image source: m/magazine/sa/1980/01-01/

4 A Tale of Two Parallel Tracks of Landscape Progress (1 of 2) The Journey of the Journal and Research Article (abbreviated) In the 1970s-1990s the research paper was comparably in the dark ages compared to models of publication today. Admittedly, the business model of publishing was also very different than it is today o Primarily print o Heavy emphasis on subscription models, page charges, advertising and reprint sales Then came the Internet and electronification of journals, which changed everything! Discussions focused on the Article of the Future A movement toward a multi-dimensional article online o Layout, design, platform responsiveness, supplemental material o Interactive content, annotation capabilities Integration of video (notably JoVE) and other forms of media/enriched content

5 A Tale of Two Parallel Tracks of Landscape Progress (2 of 2) The Journey of the Researcher (abbreviated) A focus on innovative research has always been the cornerstone of academic success. There were times of significant mobilization Thalidomide controversy MMR vaccination controversy Connectedness of researchers, like never before Researcher interaction/collaboration networks (SINs, ResearchGate, Academia.edu, etc.) Article sharing Social media engagement Most recent trends: Open access Open science/data Open engagement

6 The Evolution of the Author Ecosystem It s a Process! Supporting the Author Need

7 The Evolution of the Author Ecosystem: Understanding Complexity It s an Integrated Collaborative Ecosystem! Shared resources Shared relationships Shared responsibilities Shared goals Plain-language summaries Promotion on social platforms Infographics Video summaries Research news stories Researcher engagement Article Promotion Grant Writing Primary APC charges Funding Ringgold ORCID Colwiz CrossRef Overleaf Editage Altmetric Kudos Code Ocean Figshare Publons Research Manuscript writing Research collaboration Electronic data notebooks Researcher communities Big data collection/preservation Reproducibility Author services providers Collaborative writing platforms Meta-data preservation Data submission Subscription / Open access Repository /archive Article summaries Big data publication Discoverability Preservation Publication Peer Review Peer review structure Peer reviewer training Peer reviewer recognition Publication of peer reviews

8 Catering to the Entire Value Chain

9 The Pressures of Open Science / Open Engagement Open Access -> Open Science -> Open Engagement Mandates/calls for Open Access o government and funding bodies + research community + public Mandates/calls for Open Science/Data o by government and funding bodies + research community Increasing calls for Open Engagement o by academic societies + non-profit organizations + academic institutions

10 What Does Open Engagement Mean? The call for Open Engagement is the movement to encourage faculty to communicate their research findings not only to their close peers, but to extend their circles of influence to include peers outside of their discipline (non-traditional peers, including corporate professionals), the public at large, and policy-makers (at the federal, state, and local levels, including school boards) Peers / non-traditional peers Public Policy-makers The three Ps (3Ps)

11 The Merging of Open Engagement Goals The Need of the Publisher / Society / Journal Attract high-quality research articles Attract a diverse population of peer reviewers Build relationships with authors Create an ecosystem of engagement Differentiate oneself on the landscape Drive readership, downloads, citation Build corporate brand/awareness Bring stopping power to the article Leverage social media strategies Build global outreach strategies The Need of the Researcher / Academic Institution Publish high-quality research articles Participate in peer review activities Build international relationships Contribute to scholarly discussion Differentiate oneself on the landscape Become highly cited Build personal/corporate brand Ensure strategic article placement Develop communication strategies Ensure global reach

12 Research Communication Services Editage RCS showcase:

13 Research Communication Tools: Infographics Key results in a snapshot, at-a-glance summary Transcends language barriers Minimum time burden, high recall value Can be re-used as presentations Variants: graphical abstracts, visual abstracts, visual summaries Editage RCS showcase:

14 Research Communication Tools: Infographics Limited Infographic Complete Infographic Editage RCS showcase:

15 Research Communication Tools: Video Summaries Graphics, script, narration, animation High outreach potential because of engaging format Show-and-tell approach Variants: figure explainers, talking head videos Editage RCS showcase:

16 Research Communication Tools: Plain-Language Summaries For wider audiences Tailored for pickup by science media Easiest medium to convey research impact Variants: news stories, press releases, blog posts Editage RCS showcase:

17 CASE STUDY: Journal of Bone & Joint Surgery eam_com/permalink/jbjsinfo/a/jbjsinfo_100_6 _2018_03_21_PRIVITERA_ig _SDC1.pdf g_the_latarjet_procedure.2.aspx ure=youtu.be

18 CASE STUDY: Journal of Bone & Joint Surgery (JB&JS) 2,301 views in 2 weeks Infographic is an optimal format for instantly conveying key takeaways of your paper. It is easily understood and is visually appealing, so more likely to be retweeted, shared, and commented on. Twitter is especially suitable for disseminating information visually. By using hashtags, it is possible to automatically display the information of the article on the timeline of users who are interested in the topic A video can convey a lot of content in less than 2 minutes. It can pack accurate and understandable information to not only specialists in the field but also to a nontechnical/lay audience 4-10X more social media views and interactions for posts with visual content 90% of JBJS Twitter favorites are re-tweeted

19 CASE STUDY: Frontiers Embedded infographics in press releases leases/ /f-rcn php

20 CASE STUDY: American Academy of Pediatrics (AAP) Infographics as ready patienteducation guides

21 CASE STUDY: American Academy of Pediatrics (AAP) Infographics for awareness of public health issues

22 CASE STUDY: American Society for Clinical Oncology (ASCO) A visual summary of the annual practitioner report

23 CASE STUDY: American Society for Clinical Oncology (ASCO) 4-min video summary of the SOCCA report

24 Use Cases by Objective Marketing One-article campaigns Promote special issues or themed collection Launch new titles Promote events: Conferences/symposia Strengthen relations with stakeholders (societies, editors, industry) Brand kit Create sales toolkit for key products Promote editor s choice/best paper prize/featured articles Editorial Issue call for papers Highlight key research works Education Content outputs for patient/practitioner education Drive issue-based campaigns Communications Press releases campaigns Social media Blogs Newsletters

25 Enriched Content Provides Stopping Power Annals of Surgery: Articles with a visual abstract received a 7.7 fold increase in impressions, an 8.4 fold increase in retweets, and 2.7 fold increase in article visits than articles without! Cell Press: 66% positive feedback on Fig360 embedded video initiative JB&JS: 4-10X more social media views and interactions for posts with visual content Brill: excellent conversion rate and response to call for papers custom video Annals of Laboratory Medicine: 9 times more citations than average for each of two articles with video summaries [pilot]

26 New Content Formats Bring New Possibilities Serving the needs of all stakeholders Publishers Societies Journals Researchers Academic Institutions Government Agencies / Funders Public Policy-makers Effectively communicating research findings to the 3Ps (peers, public, and policy-makers) Better reader response Touch points with more audience segments Promotion of new/ important research Standing out from competition

27 Yonsei University Seoul, South Korea November 27, 2018 SESSION 2: The Movement to Encourage Researchers to Promote Their Research Presented by: Donald Samulack, PhD President, US Operations, Editage / Cactus Communications Helping You Get Published

28 The Pressures of Open Science / Open Engagement Open Access -> Open Science -> Open Engagement Mandates/calls for Open Access o government and funding bodies + research community + public Mandates/calls for Open Science/Data o by government and funding bodies + research community Increasing calls for Open Engagement o by academic societies + non-profit organizations + academic institutions

29 What Does Open Engagement Mean? The call for Open Engagement is the movement to encourage faculty to communicate their research findings not only to their close peers, but to extend their circles of influence to include peers outside of their discipline (non-traditional peers, including corporate professionals), the public at large, and policy-makers (at the federal, state, and local levels, including school boards) Peers / non-traditional peers Public Policy-makers The three Ps (3Ps)

30 The Merging of Minds While these movements are under foot, it does not mean that all researchers are comfortable with expanding their communication habits beyond academic conversations at conference venues and in the form of journal publications or opinion pieces. This is where the synergies start to emerge between stakeholder efforts The publisher s need to develop stopping power to the research article The researcher s need of material to fuel their outreach/engagement efforts The university s need to have material at hand to promote the activities of the institution

31 The Movement to Encourage Researchers to Promote Their Research Organized workshops/seminars Volunteer in the classroom Organize a campus event Communicate with government officials Work with faith communities Engage in science policy Be an effective communicator Media training for scientists Awards for Researcher Engagement Early Career Award for Public Engagement with Science (AAAS) Outreach and Engagement Awards (Royal Society of Biology) Research Excellence Award in Science Engagement (NSF; S. Africa) The Open Science Prize (NIH, Welcome Trust, HHMI)

32 The Movement to Encourage Researchers to Promote Their Research Responsible Research and Innovation (RRI)

33 The Movement to Encourage Researchers to Promote Their Research Public Engagement: a Practical Guide

34 The Movement to Encourage Researchers to Promote Their Research

35 The Movement to Encourage Researchers to Promote Their Research

36 Best Practices in Communicating Science Tell a story Avoid jargon or words that have different meanings for the public than for scientists Keep things simple and relevant to the audience at hand Avoid lecturing Don t use vague generalizations Give examples that mean something to people s own lives When using numbers or measurements, use social math to provide scale Emphasize the value of science Provide context You are the expert, be confident End on a positive note, with how science can be part of the solution Adapted from: Well-known Science Communicators Carl Sagan (astrophysics) Bill Nye (general science) David Suzuki (environmental sciences) Jane Goodall (anthropologist) Astronauts of the Apollo and Space Shuttle launches

37 Best Practices in Communicating Science: Social Media Twitter Tumblr Instagram Facebook WordPress

38 Best Practices in Communicating Science: Newsworthy Results

39 Best Practices in Communicating Science: Using Video Summaries

40 Best Practices in Communicating Science: Using Imagery/Captions

41 Question Period / Open Discussion Donald Samulack, PhD President, US Operations Editage / Cactus Communications E: donald.samulack@editage.com LinkedIn: Kwang Il Oh Director, Key Accounts, Korea Editage / Cactus Communications E: kwangil@cactusglobal.com E: submit-korea@editage.com