Have you ever sat in a communication training or online workshop and thought, “How am I ever supposed to do this?” You’re not alone. As a researcher, you know the importance of sharing your work, but translating that knowledge into effective science communication can feel overwhelming. Maybe you’re struggling to find time for outreach, unsure how to distill complex concepts for diverse audiences, or hesitant about putting yourself in the public eye.
These are common challenges, and they’re exactly what engagement coaching is designed to address. Unlike one-size-fits-all workshops, coaching offers a personalized approach to developing your science communication skills. In this post, we’ll explore the coaching process and how it can transform your approach to sharing your research. From setting strategic goals to developing practical skills, let’s dive into how this process works and why it might be the key to unlocking your full communication potential.
What is Engagement Coaching and How Can it Elevate Your Science Communication?
In this post, we’ll delve into the nuts and bolts of the coaching process itself, showing you how this collaborative journey can elevate your science communication to new heights.
The Coaching Process
Collaborative Science Communication Goal-Setting and Strategic Planning
Goal setting is at the heart of engagement coaching. We’ll explore both your communication and career goals, recognizing how intricately they’re connected. In my experience, long-term goals often relate to career aspirations, while short-term goals focus on communication milestones. Together, we’ll work backward from your vision to set achievable objectives that provide clear measures of success and impact.
A key part of this process is crafting a strategic plan that meets both your needs and your audience(s). Communication involves more than one party, so we must develop a plan that meets your needs and capabilities and your audience where they are. This shows you’re thinking beyond yourself and considering your audience’s needs and values (Jensen, 2022). We’ll identify your target audience(s), develop trust-building strategies, and choose effective communication outlets. This focused approach is far more effective than random efforts of throwing things at the wall to see what sticks. We’ll also work through expectations versus reality, helping you understand the potential challenges and timeframes involved in various communication tactics.
Related Post: Don’t Get Lost in Translation: Communicating Complex Ideas to a Lay Audience
Ultimately, we want to develop a plan that works for you without feeling like a burden. This might involve creating templates for quick content creation or establishing a sustainable writing practice. By tackling barriers head-on and tapping into your intrinsic motivations, we’ll build a foundation for long-term success in public engagement that extends well beyond our coaching sessions.
Reflexive Science Communication Practices and Ongoing Feedback
“Science communication cannot deliver on its potential to make research accessible unless it is paired with self-awareness and deep consideration of the needs of the communities it seeks to support.” (Kankaria et al. 2024)
In our coaching sessions, we’ll dive deep into the ‘why’ behind your research. Understanding your motivations and the journey that led you to your current work helps you recognize your own assumptions and biases. This self-awareness is crucial in identifying who might be included or excluded in your research and communication (Bailey et al., 2022). We’ll explore how your experiences, funding sources, and even the power structures around you influence your approach to research and public engagement (Roedema et al., 2022).
This reflexive process isn’t just about self-awareness or about making you feel a type of way – it’s about building trust with your audience. By understanding your own perspective, you can better relate to your audience’s needs, knowledge gaps, and feelings about your research topics. It can also shed light on the audience, who is included/excluded, what you think they know/don’t know, what you may assume about them, how they feel about the issue, etc.
Research communication is a dynamic, ongoing process. As your research evolves, so will your messaging. These reflexive practices are constant, helping you continually refine your approach and stay authentic in your communication (Salmon & Roop, 2019).
Learn more about our 1:1 coaching program
Practical Application and Experimentation
This is where we put talk into action. We’ll work with your ongoing research and current public conversations to refine your messaging and key takeaways. We will develop various tactics for different audiences – from government officials to community groups to media interviews. Through experimentation, we’ll discover what resonates with your audience(s) and feels authentic to you.
Of course, communication training and skill development will take place throughout the coaching process. We’ll tailor the training to your comfort level, preferences, and research context, whether that’s writing, creating videos, or public speaking. Together, we’ll build your confidence and competence across multiple communication channels.
We’ll also examine your research workflow to identify opportunities for integrating public engagement. Small shifts in your processes and new habits can make engagement feel less daunting, whether you’re writing an op-ed or preparing for a podcast interview. We’ll introduce tried-and-true tools and strategies – from notetaking apps to productivity techniques – that can streamline both your public engagement and research workflows.
Ultimately, coaching is about developing flexibility in your communication strategy as your research and its context evolve (Jensen, 2022; Kankaria et al., 2024). Instead of relying on one or two methods, we’ll equip you with a diverse, adaptable toolkit for public engagement (Besley et al., 2016); Jensen, 2022). This approach ensures you’re prepared for whatever communication challenges and opportunities come your way.
Evaluation and Refinement
The coaching process is all about continuous improvement and forward momentum. In every session, we’ll circle back to your short and long-term goals, evaluating how your actions align with these objectives. Life in academia is dynamic – new research projects, evolving job duties, and new service duties can affect your public engagement goals. We’ll regularly discuss how these changes fit into your long-term vision and adjust strategy accordingly. Adapt and iterate is the name of the game.
What to Look for in an Engagement Coach
It is my goal in this blog series to introduce the coaching approach as an option for science communication and public engagement. If you find this is something you want to explore, here are a few key characteristics you should look for.
- You will want to interview any potential coaches. Inquire about their values, goals, and processes.
- Request testimonials or references to gauge their effectiveness.
- Investigate their training and background, especially if you’re seeking specific assistance.
- Ask about their program structure, how they measure outcomes, and their goals for clients. Understanding how they develop working relationships and what coaching techniques they employ can give you insight into their approach.
Coaching is a largely unregulated field, so it’s important to do your due diligence. Be aware of red flags that might indicate predatory or unhealthy coaching practices. (Here are some examples of what bad coaching looks like.) Look for a coach who demonstrates a clear, ethical approach to helping you achieve your public engagement goals. The right coach should have expertise in science communication and communication practices.
Conclusion
Engagement coaching offers personalized support that goes beyond traditional training methods. By focusing on reflexive practices, goal-setting, and practical application and iteration, coaching empowers researchers to develop authentic and effective communication strategies. This approach enhances your ability to share your work and deepens your understanding of your research’s broader impact and societal context.
As you consider your own public engagement journey, consider the potential benefits of engagement coaching. Now that you have an idea of how the coaching process works, could a personalized approach help you overcome communication challenges, reach new audiences, or elevate your research impact? Engagement coaching might be the key to unlocking your full communication potential.
Next Steps
You’ve taken the first step by learning about how engagement coaches can elevate your science communication. Now, let’s tailor these strategies to your unique research and goals.
Book a Personalized Coaching Discovery Call
In this one-on-one session, we’ll:
- Explore your research context and communication challenges
- Identify your key audiences and engagement goals
- Discuss potential strategies to amplify your research impact
- Address your specific concerns and questions about public engagement
Don’t let your valuable research go unnoticed. Let’s work together to share your work effectively and make the impact it deserves.
Looking for information about engagement coaching? Check out other posts in this series:
Engagement Coaching: A New Approach to Science Communication Training
How Engagement Coaches Elevate Science Communication
Communicating Research in Social Sciences & Humanities: Beyond Science Communication Training
