Storytelling in Your Grant

In his book Marketing for Scientists, Mark J. Kuchner suggests that the two things that make a story a story are a sequence of events and reflective pauses by the author. Think about the last great book you read, how was it sequenced and where/how did the author reflect on what was happening? And, how did that draw you in to what you were reading?

Now, how do these suggestions play out in your grant? Sequencing is essential. In the ORDE seminar, Creating a Compelling Case for Your Grant, NIH PI and Peer Reviewer, Dr. Amy Brooks-Kayal said that when she is reviewing a grant, she wants the author to give her the information she needs right before she needs it to make sense of things.

Deborah Koch agrees, in her book, How to Say It: Grantwriting, saying that it is important to anticipate your reader's questions and answer them as you go. She warns that if your reader has too many questions swimming in their head for too long, they will be distracted from your message.

The author reflection that Kuchner describes is a little more difficult to pin down, but gets at the essence of what makes writing compelling. As you know, showing the larger impact and implications of your work is essential to securing funding for your project. However, you can't show that impact explicitly by just running through the methods and technical details of your project. You, as the author and PI, need to break at the right points to reflect on what this all means and for who. Tell your reader the costs, whether financial, human, or intellectual, of not doing this work.  Explain how your project is a game changer and describe the benefits.

Taking this time out and incorporating reflection into your grant at the right times will demonstrate to the non-expert reviewer how important your work is, but will also invite the expert reviewer to reflect with you on the opportunities that are within reach if your project is funded.

In realizing these opportunities, the reviewers themselves will come to see their potential role in funding your project and will place themselves in your story. And, of course, what story is more captivating than one you can become a part of!

Using SEO Tactics to Promote Your Research

Whether you are trying to drive the impact of your research and publications, trying to garner the attention of potential collaborators, or build awareness of your work among potential funders and peer reviewers, using SEO (that is Search Engine Optimization) tactics can help your work to go even further.

Elsevier's Bigger Brains™ site offers these tips:

• Include an exhaustive list of search terms and synonyms to ensure your publication comes up when people do a related search
• Make sure your publication metadata is complete
• Use vector graphics so that the text in them is searchable
• Make your research citable: offer your findings/data clearly and/or provide quotable comments
• Publicize your publication via social networking and other web tools

For more information on these SEO tips, visit Elsevier's Bigger Brains™ site: "Get Found. Optimize your research articles for research engines"

Are you marketing your research effectively?

At the May seminar on "Creating a Compelling Case for Your Grant," Dr. Amy Brooks Kayal, Ponzio Family Chair and Chief of Pediatric Neurology at Children's Hospital, explained that as researchers, we aren't very good salespeople, and she stressed the importance of building awareness and highlighting the impact of your research every chance you get.

This blog highlights avenues and techniques for "marketing" your research.

Create an elevator pitch
You never know when you'll be talking to a peer reviewer, a program officer, a potential collaborator, or some other supportive person. So, are you ready to give them a quick and compelling rundown of your research?

If not, consider creating an elevator pitch that is 1-2 minutes along and focuses on the significance and impact of your research. Also, consider what you need from others for your research to be successful, so you're able to make connections on the spot with those that might have funding or expertise that will further your work.

Use conferences to build awareness
Similar to not knowing who you'll run into who may be able to support you and your research, you also do not know who will be in the audience when you're presenting your research at conferences.  A peer reviewer for your next grant may be listening.

But, aside from wowing the crowd with your research, don't forget to also go over the basics. Dr. Brooks-Kayal suggests always discussing the reach of the problem you're solving. In her research on Epilepsy, she noted that very few people know that 1 person in 26 will be impacted by Epilepsy in their lifetime or know how devastating the disease can be, so she begins each presentation she does with these statistics to show the significance and potential impact right off the bat.

Build and work your network
In Elsevier's guide, "Charting a Course for A Successful Research Career," Professor Alan M. Johnson points out that your PhD Supervisor, your formal and informal mentors, and any research collaborators are a given network. But, in addition, early career researchers should look to former classmates in your doctoral program or other members of societies to which you belong. Even building relationships at conferences can allow you to effectively build your network.

However, having a large network to tap is far less valuable to you if you're not using it. Keeping key people in your network informed of your work and your success is essential to make sure that as the folks in your network meet with others they are able to facilitate connecting other potential supporters and collaborators with you. Johnson suggests "your network can be of great value indirectly by 'singing the praises of you and your work' to others."

Find a mentor(s) who will support and tout your work
Lastly, among your fans, you want to have a known and successful researcher. This can be an important role for a mentor to play in addition to the guidance and support  they offer you in building your career. If your mentor(s) currently are not talking you up, consider asking him or her for more formal letters of support or accolades. It may be that these requests can get your mentor thinking about how they can easily promote you. Or, consider searching for additional mentor(s) that will provide you this type of support more naturally. Donna J. Dean offers these tips and more, in her book, Getting the Most out of Your Mentoring Relationships.

Although it is unsavory to consider a "wheelin and dealin" approach when it comes to research, I hope you can draw from some of these best practices in marketing and networking to give you an edge in this competitive research climate.

Welcome to the ORDE blog!

Welcome to the Office of Research Development and Education's (ORDE's) blog. This blog offers resources, tips, and best practices in the research development field and from faculty experts from the Denver Campus and from the Anschutz Medical Campus. Be sure to check back often for new resources, and share your expertise and experience with your colleagues using the comments feature. I look forward to our e-discussions!

Naomi Nishi, Assistant Director for Educational Outreach
Office of Research Development and Education (ORDE)