Building an audience for your research

When a tree falls in the forest, does it make a sound? This riddle has a simple answer; it makes a sound only if someone is there to hear it. 

INFORMS members make many sounds, but sometimes they do not get heard by the necessary audiences. Our slogan, “Saving Lives, Saving Money, Solving Problems” is not just a catchy phrase, but an accurate description of what INFORMS members do. Yet broadcasting our message only to an internal audience falls woefully short of the potential opportunities that exist for each of us to make a difference. 

Despite the complexities of communicating the impact of work done in fields like operations research, management science and analytics, INFORMS members are superheroes in society. Our many significant and impactful contributions get published in academic journals. Unfortunately, much of our dissemination and communication stops there. This means that our work and findings never reach key decision-makers in government and industry, as well as the public, who need to hear our messages. The time to change this is now! 

What can INFORMS members do to reach a larger and significantly more influential audience? How can they enlarge their footprint of communication to achieve greater impact?  

Ask yourself the following questions. 

Who would benefit from my contributions? INFORMS has a well-oiled system in place to help you answer this question. They can suggest avenues for you to publicize your findings and expertise that will reach people in government and the media.

How can I reach my target audience? INFORMS can also help with this, by connecting you with reporters and journalists who seek experts on topics of national interest. If you are in academia, your own college or university has staff available to issue press releases and help route your expertise through the appropriate channels. Get to know these people. They will be happy that you reached out. As with everything in the media, timing is everything. Your message must align with current topics of concern, because people want to read about today’s issues, not yesterday’s news.  

Another avenue of communication is opinion pieces, often referred to as op-eds. INFORMS members are prolific writers for academic audiences. Writing for the public requires a shift in focus and style. Articles tend to run between 500 and 1,000 words, with no technical jargon. They typically have concise and targeted messages, and provide evidence to support the point you wish to make. As an expert writer, you provide thought leadership in making your case to support new policies or provide a fresh perspective on existing policies. Writing an op-ed is a fantastic option for delivering a thought leadership-style piece. Once again, INFORMS can help you place your writing and provide editorial support to shine the best light on your work. If your expertise appears in a media publication, INFORMS will also promote it on social media and through other channels.

One of the most important aspects of public outreach is keeping the focus on your audience, not yourself. If you seek personal attention for your outreach, it will inevitably fall flat and you will lose your effectiveness in building credibility and establishing your brand. Alternately, if you view this as a service to the profession, and work to bring your expertise to help inform the public and others for a greater good, you will find yourself lifted to unlimited heights of influence and attention. Public communication and outreach is not for everyone. But there is untapped potential within the INFORMS community to widen the footprint of members who can engage in such service. Undergoing media training – provided by your institution – is imperative to be best prepared for media interactions. Look for such a program at the 2022 INFORMS Annual Meeting in Indianapolis.  

So, the next time that the results of your academic research can make difference, let INFORMS know. If you wish to serve the profession by acting as an expert resource, let INFORMS know. If you want to reach people who would benefit from your expertise, let INFORMS know. The lives you save, the money you save, and the problems you solve can make a difference, but only if someone hears about it. 

As the actor Tom Cruise said in the 1996 movie Jerry Maguire, “Help me help you”– help INFORMS help you reach a broader audience and create a brand that lets the world know the superhero that you are.