How to Hook Your Audience: Crafting Research Narratives for Multiple Publics


Date(s) - 10/20/2022
11:00 am - 12:00 pm


Image of a person throwing a fishing line into the title, "How to Hook Your Audience: Crafting Research Narratives for Multiple Publics"; Thursday, October 20, 2022, 11am Eastern.

In the era of fake news, it is critical that research be translated and published as widely and accurately as possible. Among many journalists, however, academics are notorious for their caveats, sub-clauses, and unwillingness to tell a good story. Research experts often find it challenging to engage non-specialist audiences in ways that preserve the rigor and credibility of their work.

This workshop will offer a framework, tools, and actionable strategies to write research narratives that inform and engage non-specialist audiences. It will focus on how to develop a brief, effective research summary tailored for one or more publics beyond your field who may or may not have research backgrounds.

We will explore how to create common ground, prioritize key points, preserve credibility, and invite curiosity. The principles we will discuss can be applied to a wide range of genres such as op-eds, educational case studies, and summaries for funding proposals.

Participants will:

  • Identify one or more publics as your target audience
  • Focus your argument for that audience
  • Draft the first sentence of your next writing project

Registration & Event Details

This event will be held in-person, in Room C201 (“concourse” level, below the 1st floor) from 11:00am-12:00pm (noon) for the workshop, with an optional 30-minute Q&A and discussion afterwards.

Please RSVP for the workshop by registering on Eventbrite here! If you have any accessibility needs for this event, please email us at

Headshot for Erica MachulakErica Machulak (she/her), PhD, is the Founder and Lead Facilitator of Hikma, a social enterprise with a mission to mobilize scholarship for the public good through consulting, capacity building, and storytelling. With Hikma support, clients have won $5M+ in research funding, informed new policies, and published their work in media outlets such as Forbes and the CBC. As a writer, editor, and facilitator, she believes that the world needs to hear more from people who resist easy answers. Since completing her dissertation on medieval intellectual history, Erica written articles for Inside Higher Ed, Intellect Ltd, and Humanities, the magazine of the National Endowment for the Humanities. She holds degrees from the University of Pennsylvania (BA), the University of Oxford (MSt.), and the University of Notre Dame (PhD).