Collaboration between research and communications teams in business organisations has been modest over the years – one could argue they have been like two ships passing in the night. However, at Paradigm we think this is changing quickly. For those working in either field it is important to remain aware of the growing mutual benefit.

What is the purpose of research in a corporate setting?

In our work, we are seeing an increase in demand for communicating research outputs effectively – which applies as much to internal research as it does for market-facing outputs. This tells us that research is ripe for the benefits a communications lens can bring. We see organisations conducting research for three key reasons:

Strategic planning – Research initiatives like stakeholder surveys, SWOT analyses and brand perception and awareness research are undertaken to help organisations position themselves in the market and execute on their business objectives.
Thought leadership – According to Mantis Research, 61% of marketers who have conducted original research reported it met or exceeded their expectations and 88% would undertake it again to generate content. At Paradigm, we see research as key to compelling thought leadership, whether obtained through tactics like executive interviews and internal data analysis or leaning on the outputs of industry analysts.
Establishing authority – Solid research gives off an air of credibility, a quality that is as precious as gold in today’s business environment. It communicates knowledge, know-how and objectivity, laying the foundation for a business establishing itself as the go-to authority on a given subject matter.

But research is not undertaken in a vacuum and applying a communications lens can help maximise its impact.

What constitutes effective communications?

There are three basic questions communications professionals ask themselves, their internal collaborators and their clients:

Who is your audience? – Understanding your audience matters because you do not want what you have to say to fall on deaf ears, resulting in little resonance, engagement or impact. Knowing who you are trying to reach as well as their needs and preferences is the critical first step toward effective communications (and, not surprisingly, toward effective research as well).
What are your key messages? – Communications delights or disappoints based on the relevance and clarity of your key messages. Knowing your audience is not enough. You need to appeal to your readers and listeners, add value to their lives and work and speak to the issues potentially facing them – aims that research initiatives must consider if they are to have the desired impact.
What are the best channels for delivery? – Channel selection matters more than you think. In our work, we are seeing a dramatic shift in how people prefer to interact with organisations and consume content, but a lack of awareness on the part of businesses about how best to adapt and respond. New norms mean new tactics, and new tactics mean new channels. This is eminently relevant to research outputs, with the traditional report fast being replaced with bite-sized insights optimised for communication through a diversity of channels.

All of which is to say that the impact of research hinges on its findings being communicated effectively. This means all research projects, internal and external, should begin by thinking through communications-related questions, such as those above. Doing so will ensure the end result is supportive of your organisation’s intended positioning in the market and an aid to its reputation.

Moreover, it is good strategy to arrange research and communications teams to interact regularly and lean on each other for suggestions and input on projects. Not only will they come away with a greater understanding of each other’s expertise, but there will also be more opportunities for creative exchange when brainstorming research ideas or planning initiatives.

Because research can be a costly and time-consuming undertaking, it pays to get the communications right.

Research and communications: two ships passing in the night?