6 keys to communicate research and innovation (or ¿how to avoid the Semmelweis effect in European projects¿)

25/09/2024

Communication has been an essential part of the research and innovation projects funded by the European Union (EU). Horizon Europe (HE), the leading science-boosting programme in the continent, demands, as a requirement to grant funding, that the beneficiaries spread their work and results to the scientific community and to the public.

All in all, it doesn’t seem that complicated, does it? After all, we communicate with each other every day: with friends, family, coworkers, neighbours… And, if we’re lucky, we may even understand each other: we’re able to meet with our friends, explain to our family our line of work, organize a good working team, and make the family on the 5^th floor stop playing music at ungodly hours.

Then, why is it mandatory to dedicate a specific effort on communication in European research and innovation? The European Commission (EC), which coordinates the HE program, gives us six clear reasons:

1. To promote the activities and results.
2. To attract experts to your team.
3. To propel new collaborations and compromises to final users.
4. To inform citizens on how public money is being spent.
5. To show the success of European collaboration.
6. Because it is a legal obligation.

There is a relatively well-known story that may help us illustrate the importance of having a proper scientific communication:

During more than two centuries, since its first registry in 1652, thousands of women died of a rare disease: puerperal fever. It came out of nowhere, usually after a labour that went okay, and it was thought to be caused by polluted air or an immoral behaviour of the mother. In 1847, Ignaz Semmelweis, a doctor in Vienna, discovered that washing the hands on chlorine drastically reduced mortality. Even so, his idea wasn’t well received, and years went by before the scientific community listened to him.

Why wasn’t an apparently simple idea successful? On the one hand, Semmelwis didn’t have access to similar studies being done in other places of the world and couldn’t use them to support his findings. On the other hand, he also didn’t bring his results to the existing scientific publications, and many professionals didn’t know about them. Even more, his style was surly, and he tried to impose his ideas on his superiors. When he finally published a book, it wasn’t well-received, as it was hard to read, confusing, and repetitive. Semmelweis died sad and tragically in 1865, without seeing his findings recognized. Today, his theories are widely accepted by academia, and his name is linked to the Semmelweis effect: the initial refusal of new ideas, data, or evidence that challenge established beliefs.

Besides being a story from the XIX century, his life still allows us to recite a few useful recommendations to communicate contemporary research and innovation in our days.

1. Let’s start the house by the foundations.

Communication must begin from the moment of the preparation of the project. The teams in European projects, such as Horizon Europe, include professionals of different disciplines that work jointly to reach the scientific and technical goals as the answer to the real challenges of society; experts on communication, dissemination, and exploitation are an essential part of this process. Communication must be planned in line with these goals to build it on a solid foundation.

Semmelweis didn’t adapt his communication to the scientific audience of his time, something that contributed to the refusal of his theory.

2. Everything communicates.

Everything we do within a project communicates something, but we must be precise when defining what we want to say and how we do it. We prepare the messages carefully, so they tell an attractive story that keeps the audience hooked. It’s not only a question of disseminating data but reaching the public with a clear and convincing story tailored to their interests.

The dry style of the protagonist of our story provoked not only disinterest but also rejection from his contemporaries.

3. “Everything, everywhere, all at once” is a great name for a movie, but not a good strategy when trying to communicate a project. The resources are limited, and thus it is necessary to prioritise and prepare a detailed communication plan that shows what activities we are going to do, how many resources we will spend, and goals we will reach in doing so. Defining the audience is the key first step: Who do we want to reach with our results and impact? Choosing the proper audience and adapting the message to target each group is key to guaranteeing it will be properly received.

4. With every detail.

It’s mandatory to decide what we will talk about, who we will target, and when and where we will transmit the information. There are many options: e-mailing, social media, newsletters, websites, meetings... Each medium has a proper audience and message adjacent to it. We must try to create an expectation, keep contact, and reinforce the message while the project lasts, as opposed to communicating everything once.

5. Build a network.

Disseminating data or results is not enough; you have to organise events and meetings with experts to create a network of collaborators and final users that allow you to widen the impact of your project. Creating connections is a part of the communicative process, and it is essential to guarantee knowledge transfer and promote new collaborations.

Semmelweis didn’t create the necessary alliances or networks with other scientists that could have supported his ideas, isolating himself.

6. Evaluating the impact.

Finally, to ensure that communication runs efficiently, it is fundamental to evaluate the impact of the communicative actions. This analysis will help you improve and adjust the future communication strategies. Communication must be clear, rigorous, and ethical, and it must always have an intention and a way of measuring its success.

On the last place, do not be afraid of working closely with your communication team. The symbiosis among the scientific and communication teams is fundamental to identifying the key themes and messages, establishing synergies with key audiences, being attentive to the activities being carried out, and obtaining the desired impact.

Semmelweis’ story reminds us that even the most revolutionary ideas, if not effectively communicated, can be buried or ignored for years. His discovery saved lives but wasn’t accepted because he didn’t communicate it efficiently. Today, more than ever, good communication is not only a tool to disseminate information but a key piece for the progress of science and ensuring that the findings have the impact they deserve.