Turning Reporting Into Communication

“The single biggest problem in communication is the illusion that it has taken place”
(George Bernard Shaw)

It arrives. One hundred and fifty pages worth of toil and trouble, a year and a half’s work, just sitting there all perfectly bound in its shiny new cover. The weight of it feels reassuring, a job well done. So, you send it out to all the right people and six months later … nothing. No fanfare, no promotion, no knighthood. The report, rather than delivering its message and inciting action, is gathering dust in corners, holding up wobbly desk legs or accumulating more coffee stains than a Parisian mug.

The question is: why?

For researchers, the primary method of presenting findings is through reports, but it is often the case that they fail to communicate their message in the way they are intended. Reports can be a great resource and archive for future reference. They are scientific in their detail of how the project was conducted, what the problems were, how the data was gathered and analysed, and what was found within that data. That is their purpose. However, it is all too often assumed that reports also act as their own communication device. It is upon this assumption that the illusion is created.

Many people do not have the time to read reports in full and will only browse the executive summary or run a finger down the contents page to find the information they want. They can often miss the key message or fail to fully comprehend it, diminishing the impact of the findings. This creates tension between the need to provide comprehensive and robust evidence and the desire to create something short and concise that is more accessible to a larger audience. This is especially the case in policy research, where the ability to withstand scrutiny is vital.

An executive summary might go some way to reducing the body of the report to a digestible chunk, however, these are often an afterthought, a condensed version of the scientific process. Communicating the key message requires more. It has to provide insight, address salient issues, offer recommendations and engage a multitude of different stakeholders and relevant interests. Even skilled writers will struggle to truly express the key messages, mainly because the need to support every point with evidence leaves little or no room to explain what those key messages mean or to extrapolate.

Regardless of how well-written a report is, it still does not constitute communication. The report should not signify the end of the communication process but instead act as a milestone in an ongoing process.

We almost certainly communicate research better than we used to. For example, the Scottish Government is increasingly utilising the Research Findings Series, imposing word limits on reports, placing data in appendices and creating video reports for the internet. Yet, can more be done? How can research be made even more accessible? When spending tens of thousands of pounds on research projects, it is essential to derive as much value for money as possible by communicating effectively with the people who need to know. This can include reporting unintended outcomes or findings which could be valuable to a previously unconsidered audience. Particularly successful or interesting methodological practice with the potential to be used on other studies can also be shared.

Clearly, this will not apply to every research project, and neither will the suggested communication methods outlined below. It is therefore important to consider the purpose of the research and the target audience, and continually reassess these in light of any findings throughout the research process. The options to be considered will depend on what is being communicated and to whom.

The first option is to break down the report and distil the key messages in a shorter version, such as a summary report. Rather than simply describe what is written in the report, the sole purpose of summary reports is to tell the story of the research by offering interpretation, insight and recommendations. Summary reports can also be produced for different audiences outlining the key findings and recommendations that are pertinent to them, thus getting the right information to the right people. They may not even need to include figures but rather simply highlight strengths, areas of weakness and ways of improving.

Recognition must be given to the fact that writing shorter is by no means an easy thing to do. Condensing intricate and technical research findings into short and concise messages without simplifying or devaluing them is a very tricky task requiring time and expertise. (See our review of the book The Tiger That Isn’t.)  However, the value it adds can make a significant difference to the effectiveness of the communication.

Presentations are sometimes little more than further regurgitation of the report’s contents. Indeed, the term ‘Death by PowerPoint’ may spring to mind. If people are looking for all the data, they can read the report, leaving the presentation to act as a vehicle for delivering the key message of the research. Skilled presenters can make the story interesting and hold the attention of the audience for longer, who are then more likely to retain these messages. Also, presentations are a group activity. They stimulate discussion by allowing the right people to be in the same room at the same time to engage with one another. Presentations of findings can also be extremely useful when conducted before the report is written as discussions can help to ensure that the most relevant themes and points of interest are highlighted in the report.

It is impossible for a research report to cover everything in the same level of detail. Stakeholders may wish to explore their own issues of interest and angles, which may not have been covered in the report. Researchers don’t have to be the sole gatekeepers of data. Indeed, archived data should be made accessible to more people than just those who have the skills and an SPSS licence to analyse it. Automated reports, web portals and extranets all offer the opportunity for individual analysis and extrapolation of data by allowing users to create their own tables, toplines and charts. These can be used to reflect changing circumstances and can be especially beneficial in areas where local context is vital.

Finally, how can we prevent research from stagnating or becoming redundant? Wiki sites offer the opportunity for continued communication by becoming an online forum for the research. All of the data, reports, presentations, news updates and discussions can be held in one central location to be accessed by busy and disparate individuals whenever they like. They allow individuals to return to the research and build on it in conjunction with other relevant parties.

While the range of communication options suggested are dependent on the form of individual research projects, the purpose and the audience, it is important to remember that communication is the important factor. Take a step back from the project and look at how communication can be built-in. Why not hold a presentation before writing the report? Try writing the conclusions first. Look at ways of including all interested parties in shaping the report. This will help to ensure that communication is achieved and that the illusion becomes reality.