A few days ago I wrote that “it isn’t really possible for a marketing or PR video to achieve any significant knowledge translation”1.
But, upon reflection, this comment might be a bit harsh. And I don’t want to come across as anti-marketing. While marketing videos might not, typically, be good examples of knowledge translation they can definitely play a role in realising research impact.
And there’s a lot that researchers might learn from marketing, at least when it comes to sharing their work and raising their profile.
But at the same time I do stand by the general sentiment, that university marketers aren’t focused on knowledge translation when it comes to institution produced research marketing content. Much of this content is produced with the agenda of promoting the institution. And research is used to increase an institution’s reputation. Little thought is given, at least in my experience, to sharing actionable research insights when marketing teams approach research videos.
Another, though simplified, way of thinking about it is that, typically, research marketing is more about promoting impact than achieving it.
Adding to the complex array of perspectives, I’ve met researchers who seem to think so little of marketers that they refuse to cooperate with marketing teams2. Even though these same marketers are trying their hardest to promote researchers’ work, achievements, and impact. The university marketers I know are often in awe of the academics they support. But the same can’t always be said in reverse.
What made me think about this is a video brief I’m responding to.
One of the primary objectives for this research project is engaging with government. And although I might be really interested in what individual researchers can learn from YouTubers and content creators to share their work more broadly and achieve social impact, a YouTuber style just won’t work for this video campaign3.
But marketing will4.
With this project, I’m going to put a lot of thought into striking the right balance between marketing and knowledge translation. Exploring how research can be translated in a way which is both significant and slick; inspiring and actionable.
Check this out if you’re interested in making better research videos.
Emails going unanswered, basic instructions not being read, turning up several hours late for the shoot to then refuse to do it anyway… Believe it or not, these examples are all from just one project.
This is a big area of interest in my research, how institutions can better support their researchers to creatively translate their work. In my opinion, institutions do need to lean into YouTuber mode for academics. It has proven to be effective in connecting with audiences, growing a community, and raising a creator’s profile. And these are all really important things to think about, if a university wants to make a positive contribution to society. Something I was told by an associate professor and podcaster was that universities need to get out of the academy and enter the market place of ideas.
But, then again, maybe it’s all marketing?