It is also important to think about how best to achieve the impact you are seeking. This will depend, again, on the audience you are trying to reach. It is a good idea, though, to be imaginative and to consider innovative and accessible ways of communicating your research.
For example, you might want to adopt a layered approach to communicating your research – this can be thought of like a Wedding Cake, or a ‘taste, snack, feast’ approach and is a technique designed to generate maximum impact across multiple audiences.
Adapted from Forbes, C. (2017). Fake news, gifs and hashtags: responding to a changing media landscape. Risk & Regulation, 34, 28-31.
Together all these ingredients make the cake which people can consume in a number of different ways depending on the channel they are engaging with, the time they have and their level of expertise.
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