In the modern world, communicating research outside of academic spaces has become increasingly important. Yet many researchers struggle to connect their expertise and public communication. On top of that, the terms “public communication,” “science communication,” or “research communication” can mean so many different things to different people. Science communication training is often generalized and lack personalized approaches.
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Science communication, in a nutshell, is the act of communicating research and complex materials to a public, audience, or space outside the scientific community. There are theories, journals, conferences, and disciplines dedicated to the study of science communication, which also includes the actual practice of science communication. But, there is a disconnect. Despite this wealth of resources, researchers find themselves ill-equipped to engage with the public about their work.
This is where the concept of engagement coaching comes into play.
Whether you’re a graduate student just starting out, an established researcher looking to enter into the public space, or part of a research team aiming for greater impact, engagement coaching could be the key to unlocking your communication potential. In this post, we’ll explore what engagement coaching is, how it works, and why it might be the game-changer you’ve been looking for in your research communication journey.
The Challenge of Science Communication Training
Researchers interested in doing research communication aren’t necessarily reading science communication theory. They are swamped with their own work. And if public communication is not natural for you, the prospect of doing this kind of work might feel arduous.
There is a recognized need to connect theory and practice with those who study science communication and those who are actually trying to do the science and research communicating (Baram-Tsabari et al., 2020; Metcalfe, 2019; Salmon & Roop, 2019).
On top of that, the common call for scientists to “share your work with the public!” often fails to provide the necessary tools and support needed. Communication is not a one-size-fits-all skill. Some researchers excel at writing but struggle with public speaking. Others might be brilliant on camera but find writing challenging. And what about what the audeicne wants!? Our unique differences are rarely accounted for in traditional science communication training.
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It’s also important to note that not every researcher is interested in grandiose public engagement like op-eds and interviews on CNN. Some may want to focus on a specific project, while others are interested in participating in hyper-local community engagement. The current approach to research communication often overlooks these diverse needs and goals.
Enter: Engagement Coaching
You might be thinking, “Does the world really need another ‘coach’?” A fair question. But consider this: the coaching industry is a $7 billion industry in the U.S. alone, spanning areas of life, business, career, dating, money, and health and wellness. Clearly, coaching is a valuable alternative to more structured assistance. People seek coaching for various reasons, including accountability, guidance, achieving specific goals, and help with decision-making.
So, why engagement coaching?
The dynamic nature of communication, research, and human interaction calls for more personalized approaches to science communication. Unlike traditional science communication training and workshops, engagement coaching provides personalized support tailored to each researcher’s needs and goals. It’s not just about learning to write press releases or handle media interviews. It’s a comprehensive approach that helps researchers develop the skills, confidence, and strategies they need to effectively share their work with diverse audiences today and well into the future.
Learn more about our 1:1 coaching program
What is an Engagement Coach?
An engagement coach is a professional who works alongside researchers as they navigate research, public engagement, and their career trajectory. Coaches are armed with science communication theory, an awareness of communication avenues, and an understanding of your discipline. They learn about your specific needs and capabilities and help you move forward with your objectives. Coaches focus on mindset and the big picture, working alongside you to:
- Hold you accountable
- Provide support and resources
- Help you achieve your communication goals
- Mold a career that suits you
Similar to other types of coaches, engagement coaches don’t make decisions for you. They help you determine what works best for you through brainstorming, communication practice, and strategy development.
Engagement coaching is for those serious about making positive changes in their career, business, or research impact. It offers a tailored approach to developing communication skills and strategies that can significantly enhance a researcher’s ability to engage with the public effectively.
How Engagement Coaching Differs from Traditional Science Communication Training
Unlike traditional science communication training, engagement coaching works with the whole person, not just on skill development. It involves understanding audiences, responding in real-time, building trust, and aligning with research goals (Bauer & Jensen, 2011; Jensen, 2022; Salmon et al., 2015). It also involves tapping into self-awareness and reflexivity to address your biases and research communication goals (Salmon et al., 2015). An engagement coach may work with you for weeks or months, depending on your goals, in contrast to one-off science communication training and workshops that are typically generalized for a broad audience.
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This role is relatively new in the academic landscape. Though similar roles such as professors of public understanding of science exist in many UK universities (and making its way to the US), it feels exclusive of soft sciences and disciplines.
While there are many science communication roles, the engagement coach fills a unique niche. I designed this role for myself based on my professional values, personal experience, and observations from inside and outside of academia. I saw a need for supporting and empowering academics beyond traditional and generalized science communication training to help them make the impact they sought.
The Unique Value of an Engagement Coach
An engagement coach offers unique value through their one-on-one work with researchers. This personalized approach can also apply to research teams, labs, think tanks, and entire disciplines, aligning public engagement goals with actions to reach long-term objectives.
A key strength of coaching is its empowerment of scientists as active participants in their own development. Coaching increases confidence and self-efficacy by focusing on goals and fostering ownership of the learning and doing process (Grover & Furnham, 2016). This enables researchers to navigate communication challenges independently and sustainably over time.
I reviewed research on executive coaching to understand more about the impact of high-level career and business coaching. To start, individuals being coached can experience personal development, behavioral changes, and work performance improvements (Athanasopoulou & Dopson, 2018). Additionally, coaching can lead to skills development and cognitive outcomes such as advanced knowledge and problem-solving abilities (Jones et al., 2016). Coaching can help individuals improve their self-efficacy and achieve their goals more effectively (Grover & Furnham, 2016).
Engagement coaches offer a powerful tool for researchers looking to enhance their public engagement skills and impact by applying these proven benefits of coaching to research communication.
So, Why Work with an Engagement Coach?
An engagement coach can support you in ways science communication training or workshop may not. Key benefits of engagement coaching include:
- Tailored strategies that fit your unique communication style, research focus, and career goals.
- Focus on the whole person, not just skill development, addressing mindset, confidence, and personal growth. Research is hard, communication of said research is even harder.
- Develop sustainable habits and strategies that benefit your entire career, not just immediate communication needs.
- Enhance your ability to critically analyze your assumptions, biases, and communication practices.
- Improve your ability to identify and connect with diverse audiences effectively.
- Develop strategies to integrate communication into your research workflow, maximizing impact without compromising your time.
- Build self-efficacy in your ability to communicate complex ideas to lay audiences.
- Learn to navigate challenging or controversial topics related to your research.
- Learn to set meaningful goals and measure the impact of your communication efforts.
- Connect with a broader community of researchers and communicators in your field.
- Continually refine your communication strategies based on feedback and changing landscapes in your field.
Communication is at the heart of humanity, yet it can be a challenging prospect. Working alongside an engagement coach can not only help your research output, it has the power to influence other aspects of your personal and professional life.
Learn more about our 1:1 coaching program
Who Can Benefit from Engagement Coaching?
Graduate Students and Early Career Researchers
Working with a coach early in your career can establish workflows and habits that can benefit your entire academic and research journey. Coaches can boost a young researcher’s confidence, help develop their research agenda, and improve self-efficacy in research and communication skills. By assisting in building a personalized career roadmap, coaches guide researchers toward a successful and meaningful path.
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Graduate student and tenure experiences can be fraught, especially for underrepresented populations. Empowering and supporting young faculty to shape their careers can mitigate some of the institutional pressures. Engagement coaching can bring clarity to your career goals, helping you better align with your institution while maintaining individual aspirations and values.
Established Researchers
Engagement coaching can be invaluable in breaking old habits and shifting mindsets for experienced researchers. They can help you understand the current public engagement landscape. Engagement coaching can help established researchers tap into their communication strengths, avoiding barriers, and making it easier to join the public conversation around their research. They can also guide you in building a public engagement culture within your program and department.
Research Teams
An engagement coach can work with research teams and help to build a cohesive message while honoring each member’s voice and work. Working with individuals and with the team, a coach can provide feedback, strategy, messaging, and assess research and communication approaches. This collaborative approach can be instrumental in building a strong public engagement culture across an entire organization.
Universities, Disciplines, and Research Institutions
An engagement coach can help universities, colleges, and other research institutions like think tanks with strategy, communication and research assessment, goal setting, and accountability. A coach can draw a throughline across diverse research projects and help to strategically plan messaging, outreach, and outcomes.
Universities and research institutions can also benefit from supporting their researchers with coaching. The organization can be indirectly impacted through improved employee work satisfaction and productivity (Athanasopoulou & Dopson, 2018; Jones et al., 2016). Coaching is also an effective intervention for improving individual outcomes in organizations (Theeboom et al., 2014).
Conclusion
Engagement coaching offers personalized support that goes beyond traditional science communication training methods. Whether you’re a graduate student just starting your journey, an established scientist looking to expand your impact, or part of a research team aiming to enhance your collective engagement efforts, an engagement coach can provide valuable guidance and support.
Engagement coaching has the potential to transform your communication approach by focusing on the whole person and considering the unique context of each researcher or institution.
Next Steps
You’ve taken the first step by learning about how engagement coaches can support your science communication efforts. 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:
How Engagement Coaching Can Elevate Your Science Communication
Unlocking Effective Science Communication: The Engagement Coaching Process
Communicating Research in Social Sciences & Humanities: Beyond Science Communication Training
