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As an academic, cultivating an online presence offers essential opportunities for networking, career advancement, and boosting the visibility of your research. For women and members of more marginal groups in academia, developing an online presence can also empower people by enabling community-building.

When forming a PR strategy, there can be a real temptation to bad-mouth your competitors. It stems from the mentality that there are a finite number of customers and resources, and that success is, therefore, a zero-sum game. Big corporations are often prime examples. Think of the public rivalries between brands like Coca-Cola and Pepsi, or Apple and Microsoft.

Writing an academic research paper can take a few months to several years. But the work doesn’t stop once the paper is published. Now it’s time to think about promoting your findings in the media and on social media.

McKinsey’s ‘war for talent’ isn’t restricted to businesses anymore; it rages throughout the business education sector too. Business schools compete to attract the most talented students into their flagship programmes.

If knowledge were a form of currency, business schools would be printing presses. These prestigious institutions produce hundreds if not thousands of research papers every year, most of which have the potential to significantly benefit societies around the world, covering topics as diverse as reducing tax evasion, environmental stewardship, ethical leadership, and much more.

The best research communications specialists are, to all intents and purposes, bilingual. To do the job well, you have to be able to converse fluently in complex academic terminology and translate it into the language of the everyday without simplifying or dumbing down.