Using Feedback to Take Our Learners (and Ourselves) From Good to Great-Translating your Research Impact for the Business Media Story

Video Transcription

Video Summary

The webinar titled "Translating Your Research Impact for the Business Media" convened experts to discuss engaging the media with academic research. Hosted by Karen Osterholt from the American Accounting Association, the session featured insights from Pat Kelly, Francine McKenna, and David Twitty on translating academic work for broader audiences.<br /><br />Pat Kelly, a professor at Providence College, shared his experience with media interactions, emphasizing the importance of being a subject-matter expert. He noted that media outlets often need expert input due to newsroom contractions. Kelly offered advice on partnering with college media resources to effectively communicate and manage media interactions, stressing preparation and understanding interview formats.<br /><br />Francine McKenna, a lecturer at Wharton and part-time journalist, focused on becoming a go-to media source. She advised academics to produce policy-oriented, newsworthy research and leverage institutional support, while avoiding broad, indiscriminate PR outreach. McKenna highlighted the importance of providing strong opinions and timely insights, suggesting personal engagement with journalists to build valuable relationships.<br /><br />David Twitty from the AAA discussed resources available for researchers. The AAA offers press releases and podcasts to highlight impactful work, with new initiatives aimed at increasing research visibility among practitioners. Twitty emphasized the AAA’s dedication to the success of its authors through targeted and enhanced marketing efforts.<br /><br />Overall, the session underlined the significance of strategic media engagement, encouraging researchers to skillfully communicate their expertise and findings to wider audiences, enhancing both public understanding and professional impact.

Keywords

research impact

business media

academic research

media engagement

subject-matter expert

media interactions

policy-oriented research

journalist relationships

press releases

research visibility