Narratives can help explain research to the public

At the Speaking Science 2025 conference, several presenters emphasized the importance of building a narrative in science communications. Communications researchers have repeatedly found evidence that stories tend to be more impactful and more easily remembered than facts and statistics. According to one recent study, “the average impact of statistics on beliefs fades by 73% over the course of a day, but the impact of a story fades by only 32%.” 

So, how do we build stories around research? Start by identifying your key message and intended audience. In a post on building a scientific narrative, Nathan Ni suggests asking the following questions: 

• Why did the authors look for more information in this area?
• How did the authors go about generating data?
• What do the authors think their data means?
• How do the authors fit their work within what is already known?
• What do the authors think are the greater implications of their study?

If the target audience is a journalist or the general public, the last question is particularly important. It leads to another set of questions that can extend the narrative: How can the results of the research benefit ordinary people and what might happen if the research is ignored? Framing the research with a problem that impacts many people, or suggesting how the research can improve life in the future, increases the likelihood that the audience will remember and share it. 

Consider the “hero’s journey”—a common storytelling template in myths and legends. Ni illustrates how it can be used as a basis for narratives on research, from the “call of adventure” (discovery) through the “road of trials” (experimental process) to the “reward” and “road back” (results and contextualization).  

The scientist’s journey never ends with just one study. Research Briefs often include a quote from a researcher about next steps. A call to action, such as opportunities through Citizen Science @ UMN, can be a powerful way to expand the story into public participation. 

For further resources on connecting narrative and research, see this special feature from the Journal of Science Communication: Storytelling: The soul of science communication. For further questions on how to incorporate storytelling into sharing research, contact the University Marketing Communications Public Relations team at [email protected]