Posting on social media does not guarantee that your content will be seen. On LinkedIn, organic reach for company pages was already capped at around 2% in early 2025 and dropped further to 1.6% between February and September. In practical terms, the vast majority of your followers never see your content.

Newsletters work differently. According to the 2025 Brevo benchmark, open rates for newsletters in sectors such as healthcare, education and professional services hover around 30%. In other words, about one-third of your recipients actually open your email —provided your content is relevant and your list is qualified.

There is also a structural advantage: your subscriber list belongs to you. Whether LinkedIn shuts down tomorrow or changes its algorithm without warning, your contact base remains intact. This is a critical distinction for any organization building long-term relationships with partners, funders or clients.

Define your objectives before writing the first line

Failing to define clear objectives is a common mistake and a key reason why most newsletters are dropped after a few editions. Without a clear goal, content becomes unfocused, publishing frequency turns into a burden and results are impossible to measure. Here are a few objectives and how they shape both the content and tone of your newsletter.

Showcasing results and sharing expertise

For research labs, engineering schools or companies with strong R&D activity, newsletters are often used to highlight results and showcase areas of expertise. In this case, the newsletter becomes a knowledge-sharing tool: it makes complex work accessible to industrial partners, decision-makers or a broader audience, without compromising scientific rigor.

The challenge here is primarily editorial. You need to select the right examples, avoid jargon and structure information clearly.

Maintaining relationships with funders or sponsors

For organizations that rely on external funding, newsletters help maintain connections and keep stakeholders informed. They highlight the tangible impact of funding: a project moving forward, encouraging results, a researcher publishing new work. This type of content strengthens the sense of involvement and supports funding renewal. The tone here is more human, more narrative-driven and focused on beneficiaries.

Strengthening an internal culture of innovation

Large industrial organizations or companies with strong R&D activity can also use newsletters as an internal communication channel. They share team progress, highlight employees involved in research projects and reinforce cohesion around a shared mission. Content may serve peer-to-peer knowledge sharing or even act as a form of internal science popularization initiative for departments not directly involved in innovation activities.

Driving qualified traffic to your website and publications

Each item featured in a newsletter can include a link to a blog post, publication, event page or training offer. This direct traffic, generated from an already engaged audience, typically has a low bounce rate and contributes positively to the signals search engines use to rank web pages. Thus, newsletters don’t just build relationships, they drive visibility.

Building an editorial line to give your newsletter a clear identity

A newsletter without an editorial line is like a newspaper whose sections change with every issue. Readers don’t know what to expect, the team doesn’t know what to write and consistency fades quickly. Your editorial line is the backbone: it defines what you talk about, to whom, the tone and the format.

Choosing your sections and defining your tone

To define your tone, align it with the language level of your actual audience. Internal communication between experts requires a different language than educational content aimed at high school students. This distinction shapes vocabulary, text length, the balance between written content and visuals, and even the structure of each issue.

In practice, defining two or three recurring sections simplifies production and creates a sense of anticipation. For example, an organization might structure each issue around a team’s news, a clearly explained result or highlight, and an agenda of upcoming events. These fixed sections reduce writing time while giving subscribers consistent reference points.

Refining your writing

Unlike a blog post, which benefits from in-depth development, newsletters are more effective when they remain concise. Prioritize short texts that capture the essentials, simple and direct sentences, and a single key message per section. Each block of text should encourage the reader to click through to learn more and direct them to your website.

Also be mindful to avoid so-called “spam trigger” words in your content. Terms like “free”, “exclusive offer”, “special promotion” or “buy now” can activate email filters and send your newsletter straight to spam before it’s even read.

In an institutional context, this risk is relatively limited but it is still worth considering, especially when referencing paid services or call for donations.

Improving your layout and design

The quality of a newsletter depends as much on its presentation as on its content. Email platforms such as Brevo, Mailchimp or Sarbacane make it easy to create polished designs without advanced technical skills.

The key is to infuse each issue with your visual identity — colours, logo, fonts — so that your newsletter is instantly recognizable. Add photos or illustrations to make the content easier to read and make each section visually distinct using frames or colour blocks.

Also consider mobile display: more than 70% of emails are now opened on smartphones. Opt for a responsive layout (one that adapts to different screen sizes), with large buttons and text that remains readable without zooming.

Increasing clicks with compelling subject lines

The subject line is the first thing your recipient sees — and often the only thing, if it doesn’t spark enough interest to open the email. Despite high-quality content, newsletters can go unnoticed if the subject lines are dull or too generic.

A few principles can help:
• Keep subject lines short and engaging (40–60 characters). Ask a question, highlight a clear benefit or introduce a hint of narrative tension. “What our March trials revealed” is more effective than “March 2026 Newsletter.”
• Don’t overlook the preheader, the short text that appears right after the subject line in many inboxes. It extends your message and can convince hesitant readers to open. Don’t leave it blank: this valuable space is often underused.
• Personalizing with the recipient’s first name can slightly improve open rates but the effect is limited. Relevance always matters more than personalisation.

Choosing a sustainable publishing rhythm

A monthly newsletter maintained over two years is far more effective than a weekly one abandoned after three months. Irregular sending confuses subscribers, harms your sender reputation with email providers and negatively impacts deliverability. Consistency matters more than frequency.

The right rate of publication depends on the volume of news you have to share and the editorial resources available. For most organizations — where major updates don’t occur every week — a monthly newsletter is appropriate. A biweekly or weekly schedule makes sense only if your flow of content and events justifies it.

Timing also matters. It should be based on your audience’s habits and refined over time using data from your email platform. For instance, late mornings on Tuesdays and Thursdays are often effective for professional audiences.

To maintain a consistent publication rate, it is best to plan your content using a quarterly editorial calendar. This helps you anticipate key moments such as conferences, publications and calls for projects, and avoid disruptions caused by busy schedules.

Your subscriber list: the key asset of your newsletter

Launching a newsletter is one thing — having people to send it to is another. To build your audience, you need to gather subscriptions. There are several ways to do this.

The first is to add a newsletter sign-up module on your website. For example, place it in the footer in a visible spot so it is accessible from anywhere on your site. Another strategy is to offer participants the chance to join your newsletter during your events. Finally, you can include a subscription link in your emails and email signatures.

The quality of your subscriber list determines everything else. A poorly targeted or non-consenting list leads to low open rates, mass unsubscribes or worse, being flagged as spam which can compromise the deliverability of all future emails.

GDPR sets strict rules: each subscriber must give their explicit consent to receive emails. Every newsletter must also include an “unsubscribe” link. On your website, using a double opt-in — where the subscription is confirmed via a validation email — is strongly recommended to ensure list quality. However, for professional communications, legitimate interest is sufficient and sending emails without explicit consent is possible.

Measuring results with the right metrics

What isn’t measured cannot be improved. Setting indicators from the start allows you to manage your newsletter methodically and adjust content or frequency based on real results.

• Open rate: the proportion of recipients who opened the email. This reflects the appeal of your subject line and the trust in the sender. For institutional communications, 26–30% is a good benchmark. Below 20%, consider reviewing the subject line, sender reputation or list quality.
• Click rate: the proportion of readers who clicked at least on one link. This measures content relevance and the effectiveness of calls to action. It is the primary indicator if your newsletter aims to drive traffic to your website.
• Unsubscribe rate: a warning sign — over 0.5% indicates that the frequency is too high, that content does not match subscriber expectations or that the list is not segmented enough. In the French market, the average rate remains around 0.22% (Brevo, 2025).
• Traffic generated: analysing website traffic complements these email metrics, helping to measure reader engagement and interest in your content.

Ready to get started?

An effective newsletter is not something you whip up on the spur of the moment. It requires step-by-step planning: defining your objectives in advance, developing an editorial line aligned with your audience, choosing a sustainable and consistent publication rate and measuring results to improve over time. Following this approach makes production much easier on a daily basis.

Need a helping hand to get started? Discover our “Create an Engaging Newsletter” training course, which also covers the essentials of digital communication, of which newsletters are a cornerstone.

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As its name suggests, a graphical abstract is a single, self-contained visual that summarises the key elements of a research article or project. Think of it as a standalone illustration that captures your study’s objectives, methodology, and main findings immediately, without requiring readers to dive into the full text. Unlike traditional figures pulled from your manuscript, a graphical abstract should be designed to deliver a key message. You thus need to create a new illustration in its own right and select the information you want to share.

The purpose of this visual representation is communication: whether to catch the attention on a journal website, to share your research on social media, or to facilitate quick literature reviews.

Key characteristics include:

• Visual-first approach: combines images, icons, and minimal text.
• Self-contained: tells a complete story without additional context.
• Audience-aware: can target fellow researchers, practitioners, policymakers, or the general public.
• Multi-purpose: works across journals, social media, presentations, and funding applications.

Many scientific journals are now offering it as an optional or mandatory component. This reflects a broader shift toward making research more accessible and digestible in our visually driven digital landscape.

Why invest time in creating one?

This type of visual summary may attract more readers to your study, as some studies suggest.

For example, a 2023 study published in Translational Behavioral Medicine, indicates that graphical abstracts increase traffic to scientific text abstracts and help authors achieve higher Altmetric attention scores — a key indicator of online visibility and engagement across social media platforms.

Beyond academia, graphical abstracts offer practical value for R&D teams and innovation projects. They facilitate internal knowledge sharing across departments, effective communication with non-technical stakeholders, and visibility for patent applications and funding proposals.

The bottom line? Graphical abstracts are a great way of expanding your research’s reach and accessibility.

3 rules to design effective graphical abstracts

Creating a successful graphical abstract requires more than aesthetic sensibility; it demands strategic thinking about information hierarchy and audience needs. Here are the core principles backed by research.

Select your message and keep only the necessary information

According to Antoine de Saint-Exupéry: “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away”. This is especially true for graphical abstracts! It is of utmost importance to avoid overloading your illustration with text or images. As such, the first step consists in selecting the information that will appear in your graphical abstract. Ask yourself the following question: “What takeaway message should my readers remember?” Indeed, the target audience needs to quickly get an overview of the objectives and key results of your research work. Resist the temptation to include everything: overloading defeats the purpose.

While we process images faster, our understanding improves when text reinforces visual information. Do not hesitate to highlight key figures or keywords from your study. But make sure you find the right balance between written information and visual elements to create an attractive and self-standing graphical abstract.

A graphical abstract usually includes a clear title, the study’s objectives, a summary of the key results, the authors’ names, and the institution’s logo. Remember to include the complete reference of the scientific article in your graphical abstract once it is published: title, journal, date, Digital Object Identifier (DOI). It is not necessarily interesting (or even possible) to include a Methods section, unless it is relevant in the context of your work.

Pay attention to design

Mastering the rules of graphic design and composition is vital to creating successful illustrations. Unfortunately, visual hierarchy and contrast are often underused in scientific illustrations. Here are basic principles to follow.

After defining your message, you need to structure the information included in the illustration. Ask yourself the following questions: “What are the most important elements? In which order must readers receive the information?” You will then be able to emphasise the key elements, those that need to stand out or to be seen first. There are no specific rules for layout, but your graphical abstract must comply with reading directions: from top to bottom and left to right. White space (or negative space) will also be vital to space out the content of your graphical abstract. Do not underestimate these empty areas, which increase readability and help your readers to grasp the content.

Pay attention to the size and colour of elements. You may increase or decrease the size of text or images, but beware of the final size of each element; they must remain legible even when reduced. You should use contrasting colours, readable fonts, and of course, include shapes or symbols (arrows, numbers, icons) to guide your readers’ eyes. Avoid relying solely on colour to convey information, as people with colour-blindness may miss the main message of your illustration.

Keep in mind your target audience

Before you start creating your illustration, ask yourself: who are you trying to reach? A graphical abstract intended for fellow specialists can include more technical terminology and detailed methodology, while one aimed at policymakers or industry partners should focus on practical implications and real-world applications. For interdisciplinary audiences—common in innovation ecosystems—strike a balance by explaining key concepts without oversimplifying.

Research communications officers and R&D managers should consider creating multiple versions of the same graphical abstract, each tailored to specific stakeholder groups. This targeted approach ensures your message resonates with each audience, whether they are reading your work in a scientific journal, on LinkedIn, or reviewing it in a funding proposal. The most effective graphical abstracts are not just visually appealing—they speak directly to their intended readers’ needs and interests.

Want to master crafting a graphical abstract?
Check our program “Create a graphical abstract”

From a research paper to a visual story: a step-by-step approach

Creating your graphical abstract for a research paper does not need to be daunting. We suggest you follow these practical steps.

1. Define your core message: before opening any design software, answer this question: “If my audience remembers only one thing, what should it be?” This becomes your north star throughout the design process.

2. Check format requirements: when submitting to a scientific journal, do not forget to read the journal guidelines (e.g. content, figure types, format, size, symbols). See, for example, Elsevier graphical abstract guidelines. Furthermore, if you want to publish it easily on social networks, choose a compatible format (for example, 1200 X 627 pixels for LinkedIn).

3. List all essential elements: title, images, diagrams, icons, concise texts, key data, …

4. Sketch before you design: try different information flows and organisation without getting lost in design details.

5. Use design tools such as Canva, Microsoft PowerPoint, or BioRender (icons and templates related to life sciences research) to help you craft an attractive illustration.

6. Get feedback early: before finalising, share drafts with colleagues—ideally including your target audience. A fresh perspective often catches unclear elements you have overlooked.

Creating your first graphical abstract may require an investment, but the payoff extends beyond a single publication. The skills you develop creating graphical abstracts—distilling complex information, visual thinking, audience awareness—transfer broadly to other communication contexts. Moreover, this type of visual representation is not just for journal submission. We thus encourage you to use it in different contexts:
• in conference presentations, to deliver a take-home message
• on research group websites
• in funding applications
• for internal progress reports
• as social media content across multiple platforms

If your graphical abstract helps one additional reader understand and value your work, it has succeeded. In an era where attention is scarce and information abundant, that is an advantage worth pursuing.

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The story behind narrative CVs

In December 2012, journal editors and publishers met at the Annual Meeting of the American Society for Cell Biology. Their agenda: to curb the use of journal-based metrics in funding and hiring applications and find better ways to assess research. Thus, was born the San Francisco Declaration on Research Assessment (DORA). This list of recommendations began to disrupt the way research output was evaluated by funding agencies and academic institutions. In 2025, 26,433 individuals and organizations in 166 countries have signed DORA.

In this area, UK Research and Innovation (UKRI) has set a precedent. In 2021, the main public funding agency in the United-Kingdom established its Résumé for Research and Innovation. This narrative CV is based on the Royal Society’s Résumé for Researchers (R4R) originally developed in collaboration with DORA. The model is now widely adopted by both national and international partners committed “to exploring a shared approach towards a narrative CV” for applications.

Adopting narrative CVs for funding

“Our main job as a funder is to make sure the best science gets funded, and how these decisions are made is critical” states Sean Sapcariu, Programme Manager at the Luxembourg National Research Fund (FNR). Likewise, the FNR is a leading advocate for the use of narrative CVs and implemented this format in all its funding programmes in 2021.

Many more organizations across Europe are currently trying out narrative CV models (e.g. NWO – Netherlands organization for scientific research, DFG – German research foundation, ERC – European research council, FNSNF – Swiss National Science Foundation) and others are sure to follow.

This new CV format is thus under way to improve practices in research assessment – and for the better.

Why narrative CVs are transforming research evaluation

A more qualitative view of a researcher contribution

“When we talk to scientists and ask about their recent achievements, it shouldn’t be that they published two articles in Nature, but rather the nice science they have done and their contributions to the community and broader public” states Marc Schiltz, the Secretary General of the FNR. The worth of a researcher cannot be judged solely through bullet lists detailing their publications. Narrative CVs focus on quality over quantity and limit the use of journal-based metrics. They may even omit publication lists altogether.

What do narrative CVs focus on instead? Simply put, the value of scientific contributions and achievements both in the research world and in society. Narrative résumés allow applicants to be more fairly evaluated by making way for a more holistic view of the research profession. “I am glad to see that this new evaluation system takes into consideration a wider range of competencies. For example, it was rather difficult for researchers to highlight public engagement activities until now” said Alexia Youknovsky, our CEO, in her interview for Times Higher Education.

A broader recognition of scientific profiles

In a feedback survey from Alzheimer’s research UK, 87% of respondents thought the narrative CV gave them a better opportunity to showcase broader skills and experience. Indeed, narrative CVs recognize and reward many worthy aspects of research which may otherwise be overlooked: teaching and mentoring, project management, peer review, open science contributions, international or interdisciplinary collaborations, dissemination activities, industrial partnerships, organization of scientific events, etc.

Moreover, unlike conventional application formats, narrative CVs foster diversity and promote gender equality in research and funding processes. They offer a more flexible and humane framework in which there is room for different professional and life trajectories. Personal statements make it possible to explain career changes or breaks away from research for a number of legitimate reasons (e.g. positions in industry, volunteering, family responsibilities, sick leave).

The anatomy of a narrative CV

Most funding applications follow the R4R-like structure developed by UKRI for their narrative CVs, or a variant of the template.

Applicants are asked to summarise their contributions in 4 sections/modules:

• Generation of new knowledge, ideas, tools, methodologies
• Development of other individuals and research teams
• Involvement in the wider research and innovation community
• Impact beyond the scientific community for broader society

Each section should have up to 500 words, sometimes less.

In addition, applicants can highlight their research interests, motivations, and short- and long-term goals. “Unlike traditional CVs, this module allows researchers to show ‘who they are’ in addition to ‘what they did’,” explains Alexia Youknovsky. Scientists can show their personality by explaining why they pursued a carrier in research and what drives them.

How to write a compelling narrative CV

Writing a narrative CV is a great way to showcase your brand, namely your unique story, skills and goals. This format invites you to explain the context, impact, and significance of your work in your own words. Admittedly, this is not an easy task, and it might sound tricky, but here is our advice!

Tailor your approach

To begin with, we recommend tailoring the content of the narrative CV to your needs. Each application will be different, depending on the expectations of the funding organization and the stage in your career. Defining your central message will be key to link all the different accomplishments together. It will help your readers to better understand and remember your profile.

You do not need to have outstanding accomplishments in all four areas, highlight your strengths, evaluators assess the application as a whole. Moreover, do not ‘cram’ as much information as possible in the CV. For each section, focus on one or two striking examples to show your greatest achievements and results. Likewise, the examples listed in templates are non-exhaustive, you can include other relevant experiences in your application. However, do make sure that you provide enough information and evidence to support your statements.

Master the storytelling elements

It can be hard to identify and highlight invisible skills or daily tasks, yet they are hidden opportunities. Furthermore, you may be used to an impersonal type of writing and find it awkward to promote yourself. To overcome these issues and to clarify your ideas, you can have a conversation with a friend or colleague. Alexia Youknovsky recommends “spontaneously discussing the content of each section and then transcribing these thoughts in writing. Your statements will look more genuine and dynamic that way!”

Storytelling is a great way to stand out, to catch the attention of the reader, and to stick in their memory. Stories connect us to people, shape how they see us, and build trust. Like stories, the examples in your narrative CV may describe the following elements: setting (i.e. the context), characters (i.e. people involved), conflict (i.e. challenges), and resolution (i.e. solutions and outputs). In addition, “using vocabulary to describe emotions can also help you to create a connection with readers” explains Alexia Youknovsky.

Adopt a writing style with good flow and readability

A narrative CV calls for a first-person narrative. But to avoid appearing too self-centred, describe how you fit in your science community and beyond. You can balance your personal achievements by mentioning your team, collaborators and beneficiaries, while making sure your role is clear.

Check if the text is easy to read and to understand. Simple answers will be more powerful than complicated statements. Make sure your sentences are no longer than 15 words on average. Alternate short and longer sentences and use punctuation wisely to give rhythm to the text. Most of all, use the active voice as much as you can, as it is the most direct way of presenting information.

Final tips

Though it may seem trivial, reviewers may look at your LinkedIn profile, so make sure that you have an up-to-date profile in line with your narrative CV.

Though crafting a narrative CVs may require a lot of effort and are easier to draft for people with good English writing skills, this format is understandably gaining momentum. Narrative CVs valorise the diversity of ideas, skills and career paths in research. What makes you unique? These applications are a great opportunity to shed light on all your different contributions. Be proud of your work, show your worth and share your passion!

Want to get off to a good start?

Take our training course “Write a narrative CV”

In the beginning, LinkedIn was originally a platform for digitizing and sharing your résumé to find a job. But it has become more than that for quite some time! In the words of Jill Rowley, social media expert, « LinkedIn is not just an online CV, it is your digital reputation ». For William Arruda, a globally recognized personal branding expert, LinkedIn can even be regarded as an agent, a graphic designer, a reference checker, a contact manager and a search engine…all at once. In short, the perfect platform to make you known in the professional world.

In many circles, recruiters, potential partners or future managers will check your LinkedIn profile even before meeting you. This is particularly true in research and innovation. It is well known that « you will never get a second chance to make a good first impression. » It is therefore crucial to carefully build your LinkedIn profile. Here are the key elements to focus on.

Put a face to a name with a professional profile photo

Your profile picture is one of the first elements people will see and it will allow them to put a face to your name. A frivolous or blurry holiday picture will immediately give off the wrong impression. You should choose a photo taken especially for LinkedIn, if possible by a professional photographer if you can afford it. This type of portrait immediately gives a sense of competence.

In any case, pay attention to the quality of the picture. Never use a selfie, make sure you are centered and avoid staged photos. Look at the camera and do not forget to smile. Ron Gutman, co-founder of the HealthTap company, explains in a Ted conference on the hidden power of smiling that

When we smile, we don’t just appear friendlier and more courteous, but we are also viewed as more competent.

Regarding image size, a profile picture must be 400 pixels wide and 400 pixels high. Keep in mind that it will be cut in a circle. Do not hesitate to crop it directly on LinkedIn so that your face occupies 70 to 80% of the image.

Choose a profile title that distinguishes you

Do not keep your default title on LinkedIn, customize it!

It must announce who you are, and why you make a difference. Only indicating your job title does not highlight your identity and skills. For example, if you write « PhD student » or « project manager » you immediately appear interchangeable with any other person with the same profession. Be more specific: for example, indicate your field of expertise, if you are the author of a book on the subject, the name of your company or your laboratory.

In addition to your profession, mention the services you provide to your clients, your background, your skills…Use key words you wish to link to your digital identity. They will help you stand out in search results.

Write a compelling profile summary

The ‘About’ section of your profile, or summary, is the perfect place to share content through storytelling and showcase your added value. If you’ve already written a narrative CV, you can use it as inspiration to complete this section.

To maximize the impact of your summary, use an effective structure. Start with a captivating hook. Only the first 2 or 3 lines of the summary are visible in the profile preview. It is therefore important to begin with carefully chosen words that make people want to click and read more.

Continue by presenting your background and expertise in two or three concise paragraphs that tell your professional story in an engaging way. To capture the readers’ attention, you may mention your passions, reflect on the start of your career, or even make a promise. Don’t hesitate to include your main achievements, illustrating them with key figures that demonstrate your unique value. Finish your summary with a clear call to action inviting visitors to contact you, thereby creating an opportunity for dialogue and deepening the professional relationship.

Finally, don’t forget to include keywords you want to be associated with to optimize your profile’s visibility.

Enhance your profile with external endorsements

To boost your credibility, consider adding endorsements from people in your network. Two sections are at your disposal on LinkedIn: the list of your skills and recommendations written by clients, colleagues, suppliers…

List your skills to showcase what you can do

When completing the « skills » section, you should be aware that only the first three are immediately visible. You should therefore think carefully about which ones you want to highlight. For example, if you want to build a European research project, it is interesting to list some of your more transversal skills, like project management, for example.

If you already listed your skills but they are not ranked in the best order, LinkedIn allows you to rearrange them any way you choose. Again, think of the image you want to convey depending on your carrier objectives.

Request recommendations to showcase your qualities

Recommendations, on the other hand, serve to validate your interpersonal and professional qualities. That is why you shouldn’t hesitate to put humility aside and solicit your clients and collaborators. Of course, for a recommendation to truly add value, it shouldn’t say just anything, nor come from just anyone. The best endorsement you can get is from someone respected in your professional field or from one of your clients, who can vouch for the qualities you want to highlight.

Here are three tips for effectively requesting recommendations:

• Target people you have worked with directly.
• Personalize your message by reminding them of the context of your collaboration.
• Suggest 1-2 specific points they could mention.

It can be more effective to ask for a recommendation via email. More personal, your email is more likely to be read. LinkedIn notifications tend to be ignored, so it would be a shame if your request got lost!

Design an attractive profile banner

You may have noticed that the cover banner next to your photo can include visuals and text. Optimizing this banner is a great way to strengthen your personal brand.

Here are some elements you can include:

• A visual representing your industry or area of expertise.
• Your professional slogan or tagline.
• Optionally, your professional contact information.
• Images of your key achievements or important publications.

This visual space is the perfect place to showcase your graphic skills. And if creativity isn’t your strong suit, AI image-generation tools can help you out.

Note that the recommended image dimensions are 1584 x 396 pixels.

Master your profile settings

LinkedIn allows you to customize your profile URL. This is an opportunity worth taking for several reasons. A URL that contains your name can improve your visibility in search engines, thus increasing the chances of being found by potential employers or partners. A personalized URL also shows attention to detail and a desire to stand out. Finally, it makes your profile link more memorable, making it easier to share with professional contacts.

A quick tip before making multiple updates to your profile: remember to disable notifications to your network in your account settings. If you don’t, your contacts will be notified every time you make a change, however small. It would be a shame to ruin your efforts over something this trivial, right?

Want to take the use of LinkedIn to the next level? Check out our training course, “Communicate on LinkedIn,” or contact us for personalized support that will help you stand out on this essential platform.

Although many experts remain cautious about the use of AI in science communication, several successful examples already show its potential. Take Duncan Yellowlees, for example — a science communicator with dyslexia. He relies on Otter.ai to convert his speech into text before using ChatGPT to structure his ideas into blog posts. As he puts it: “I find writing long text really annoying, so I speak it into OtterAI, which converts the speech into text. It’s my thoughts, but I haven’t had to write them down.”

Another example comes from Professor David Markowitz at Michigan State University. His study found that AI-generated summaries of scientific articles were actually easier to understand than those written by the researchers themselves. The participants found the simpler texts easier to understand, which in turn boosted their trust in scientists.

Today, researchers who embrace AI are using it to perform all kinds of tasks: drafting articles and abstracts (ChatGPT), summarizing scientific papers (Perplexity, Semantic Scholar), creating images (Midjourney, ChatGPT image generator), and translating articles (ChatGPT). Some are even taking it a step further by translating video conferences with synchronized dubbing (HeyGen). A powerful tool which strengthens international collaboration among researchers.

Limits and risks of using AI in Science

Despite its potential, AI is not without flaws. AI tools do not possess a human understanding of the context. Instead, it predicts the next most likely word. This method can lead to mistakes, known as “hallucinations” — seemingly convincing but incorrect responses which are not grounded in real data. According to studies conducted in 2024, the hallucination rate in abstracts produced by ChatGPT-4o is around 40%, though it is still better than competing AI models which can reach a staggering 70% error rate.

AI-generated images, created with tools like Midjourney, are increasingly used in science communication. However, their lack of reliability remains a major concern. These illustrations can contain physically impossible elements and be misleading, even while appearing credible. For example, a DNA structure generated by an AI might look visually impressive but include serious structural errors, or a prokaryotic cell might be mistakenly depicted with a nucleus even though they have none in reality. Even animal depictions can go wrong: in an image generated by Midjourney, a hammerhead shark’s eyes are misplaced. They are in fact located at the far ends of its cephalofoil — the hammer-shaped extensions of its head — not above its mouth.

Another important issue concerns copyright. In most countries — including France and the United-States, at least for now — works created by generative AI without meaningful human creative input are not protected by copyright and fall within the public domain. While this has little impact on materials such as slides and posters, the lack of copyright protection can become a major problem for scientific journals and books, where legal protection is crucial.

Can AI really improve science communication?

AI is making the editing of scientific papers and popular science writing faster than ever. Models such as ChatGPT or Claude 3.7 Sonnet improve grammar and style, generate summaries, and adapt the content for different audiences. They help to spot inconsistencies and to write annotations. However, as AI does not always grasp the context, it can lead to oversimplified content and a loss of depth in scientific reasoning. Excessive automation could also impoverish the originality of texts and decrease critical thinking skills.

Tools like Perplexity and Semantic Scholar speed up information retrieval by analysing large datasets. They identify relevant articles and produce concise summaries. However, their algorithms can overlook important nuances or provide outdated or inaccurate data. A study published in March 2025 reports that 37% of Perplexity’s citations are erroneous, despite it being one of the best tools for these tasks. Therefore, thorough double-checking generated data is still 100% necessary.

The increasing use of AI in the field of science is expected to increase the amount of publications and research. However, quantity and quality don’t always align. The surge of articles could spread unreliable information, make it harder to detect biased data, and require stricter oversight of AI-generated content. Currently, regulations require researchers to disclose the use of AI in research, but compliance largely depends on the authors’ integrity. To address these challenges, new AI tools are already in the works to detect erroneous data and analyse auto-generated content.

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AI and science communication in the near future

As we have seen, AI is transforming the way scientific knowledge is shared. In the coming years, it is expected to be increasingly used to develop interactive platforms that tailor scientific content for different audiences.

But AI isn’t just transforming communication — it’s reshaping science itself. Experts predict that by 2030, AI will become an essential component of both scientific research and dissemination. McKinsey forecasts report that across all sectors, employees believe AI could take over up to 30% of their tasks within a year — and scientific professions are no exception.

Dario Amodei, founder of Anthropic, views science, particularly biology, as a key area for AI application. He foresees that AI will eventually not only analyse data but also act as a “virtual biologist” capable of performing the repetitive tasks of researchers.

More than 40 researchers, including scientists from EPFL in Switzerland, are already hard at work building an AI-driven virtual cell — an advanced neural network designed to model the behavior of molecules, cells, and tissues in various states. This system could simulate biological functions, predict how the body reacts, and even help to design new treatments.

Another factor to consider is the rapid pace of progress in generative AI tools. A major evolution is already underway! At the end of 2024, Meta unveiled LCMs (Language-Concept Models), a new generation of language models that operate at the level of concepts rather than individual words. Unlike LLMs, such as ChatGPT, which generate text based on the probability of the next word, LCMs manipulate more complex units, juggling whole sentences and abstract ideas. They are better at capturing the meaning of information and at processing longer texts more effectively.
For now, these models are not publicly available, but it is only a matter of time. These technologies are expected to make scientific communication more accessible, personalized, and effective than ever before.

AI: a new ally for scientific and technical communicators

AI is already transforming scientific communication. It automates routine tasks, accelerates information retrieval, and facilitates writing. However, despite its advances, it must be thoughtfully used to ensure that the content produced remains reliable and relevant.

Experts believe that AI’s role in science communication will only grow stronger, but that critical reviews will remain essential. Striking the right balance between automation and human input will be key, as AI cannot replace intuition, creativity, or deep contextual understanding. With rigorous oversight and an awareness of its limitations, AI can become an invaluable ally, helping scientific communicators to save precious time while delivering high-quality content.

An opinion piece is a piece based on verifiable facts written in plain language that takes a stand on a topical or controversial issue by offering an expert perspective on issues shaking up society. There are many reasons to write an opinion piece. It can demystify research that is seen as complex by the general public. It can fill in the gaps when a scientific topic is still poorly understood. It can democratize ideas only shared within a small circle of privileged experts. It can convince those in power to make a change.

Its influence is palpable.  A 2018 study analyzing the impact of editorials circulated in the media shows that opinion pieces are an effective and cost-effective method of influencing their readers’ points of view.

An opinion piece comes in several formats:

• an op-ed: an editorial written by an expert invited by the newspaper’s editorial team, most commonly in mainstream media, to provide a clear-cut opinion on a topical issue,
• a column: an article presenting the facts, but in which the author takes a subjective view to contextualize the subject with his or her expertise,
• a perspective, comment, or correspondence published in an academic journal: a text aimed at an expert audience, presenting an argument based on the citation of scientific data.

Choosing the right format is essential. For example, an op-ed will give you the opportunity to issue an urgent call to action, while a regular column will strengthen your influence over the long term.

Four reasons to write an opinion piece

If you’re an expert or researcher who is hesitant to write an opinion piece, consider these four compelling reasons to do so.

Develop your communication skills

As a specialist, you’re best qualified to provide the information needed to understand your field of expertise. However, an opinion piece goes beyond imparting knowledge. In writing one, you’ll learn how to express complex ideas simply. This skill is valuable not only because it makes these ideas more accessible but also because it can help you see a broader perspective on your own work. The process will strengthen your writing skills and may give you some brilliant ideas!

David Spiegelhalter, head of the Winton Centre for Risk and Evidence Communication in Cambridge, has helped decipher the complex data associated with COVID-19 for the general public through a weekly column in The Guardian. In an article published in 2022, he shares the lessons he learned from his writing. “In the theatre of political combat, numbers are often weapons to beat opponents, but they should really be used to raise the quality of the debate,” he says.

Position yourself as an opinion leader

The media and their audiences consistently seek the opinion of reliable experts. Opinion columns, if relevant and carefully written, can establish you as a reference point among your peers, journalists, and the general public while highlighting your achievements and areas of expertise.

In her regular columns in Le Monde, French paleoclimatologist Valérie Masson-Delmotte draws on her expertise to take strong positions on current climate-related policies. These have helped make her an emblematic figure of climate leadership, very present in science and public opinion. In 2022, she was named one of Time magazine’s 100 most influential people.

Bring niche and emerging concepts to a broader audience

Science grows iteratively as more knowledge is collected, but people’s opinions do not always grow as fast as the facts are gathered. Obsolete ideas can persist in people’s minds, even in academic circles. Writing opinion pieces can bring new perspectives that can reframe debates, both for the public and for your colleagues.“Honeybees becoming ‘pessimistic’ after stressful experiences; cuttlefish remembering the past and planning for the future… If scientific reports like these were accepted as evidence of consciousness [in the animal kingdom], then the implications would be substantial.” So say philosopher Kristin Andrews, economist Jonathan Birch, and environmental researcher Jeff Sebo in a perspective published in Science magazine. In this text, the experts put to their colleagues that “consciousness” within the animal realm needs a better definition if the field is to move forward in a unified way.

Change people’s hearts and minds

Scientists and experts are commonly taught that facts speak for themselves, and sharing an opinion may feel uneasy. But as Jon Favreau, chief speechwriter for former U.S. President Barack Obama, says, it’s the story that convinces. By presenting your ideas in an emotionally compelling narrative, your message will be more persuasive.

In the New York Times, Jehan Alladina, C. Corey Hardin, and Alexander Rabin, respected pulmonologists from the Universities of Massachusetts and Michigan, expressed their concerns about the policies of U.S. government agencies, which they say “censor” asthma studies. The healthcare professionals detail, with supporting evidence, why this method could be detrimental not only to research, but also to patients’ well-being. To support their argument, the researchers refer to the personal history of one of the authors, mentioning the work of his great-grandmother, which was suppressed in Soviet Russia under Joseph Stalin. “Nearly 80 years later, our work feels similarly imperilled,” the authors conclude. This narrative approach lends emotional and factual weight to their argument.

How to write a powerful opinion piece?

There are other reasons to consider putting your ideas on paper as part of an opinion piece. For instance, you might want to start a discussion in your field. Whatever your objective, when writing your article, follow these tips:

• Check that your argument is novel, current, and relevant.
• Organize your thoughts clearly and condense them as much as possible.
• Use simple language and avoid jargon.
• Give facts, but only the necessary ones.
• End with a conclusion that summarizes your position, and add a call to action or a thought-provoking statement.

An opinion piece, though short, can have a lasting impact. Whether its intent is to bring your research to a wider public, influence decision-makers, or inspire the general public, it is a powerful tool that can broaden your scientific influence.

Ready to get started? Check out our training course on writing opinion articles. This program, led by specialists, will guide you through the creation of an article, which could make you an opinion leader.

The use of social networks changes very quickly. New platforms, new formats, it is hard to keep track! In the past few years, LinkedIn has firmly established itself as the leading professional social network. With more than a billion members in the world, its tremendous growth makes it an indispensable social network. On the other hand, X (formerly Twitter) has been marked by a lack of interest in recent months, while users turn towards Bluesky.

If Instagram, TikTok and Facebook were mainly associated with private use, many research organisations now hold an Instagram account, and some are getting started on TikTok. YouTube holds a special place in the landscape, because it is primarily a hosting platform and a video search engine. Yet many consider it as a full-fledged social network because it includes social features (ratings, comments) to foster exchanges between users and content creators.

Most research organisations are found on all these general social networks. Other specialised platforms dedicated to researchers, like ResearchGate or Academia, make it possible to share scientific publications and to participate in discussions on articles or research topics. This diverse landscape is an opportunity to develop your notoriety within the scientific community.

Social networks as monitoring tools

Most web users use social networks to access information, without necessarily writing posts. If you are not motivated by content creation, your presence on social networks is a direct, quick and free means of staying up-to-date on a topic.

Many leading experts in a scientific field and research institutes actively publish on social networks. To efficiently organize your scientific monitoring, follow the accounts of research organisations, influential researchers, journals in your field and select the relevant hashtags. You can then keep track of the latest breakthroughs, debates in the field, or even watch an interesting conference taking place on the other side of the world!

Beware however, the scientific world is not immune to fake news. Don’t forget to diversify your sources and to cross-reference information found on social networks with other reliable sources.

Take care of your image and profile

Even if you are a “passive” user on social networks, as long as you are present, it is vital to keep your profile updated. Your Linkedin profile can be checked by future collaborators, journalists or funding organisations. It contributes to your brand image.

Start by using a recent, high-quality photo specially taken for social networks, with a professional background (avoid your holiday photos!). Write a short biography explaining your career and skills. Highlight your specific qualifications and present your current activities. Don’t forget to ask a few recommendations to your professional contacts. It will add a more personal touch to your background and increase your credibility.

Grow your network and improve your visibility

Social networks also make it possible to expand your network to include other experts in your field, scientists in other disciplines or even the general public. Social media open dialogue and allow a wide audience to join in conversations. Don’t forget to react to posts written by others: like, comment, share. Some professional relationships develop this way.

Using social networks also improves interactions between researchers and journalists, which increases the impact of their work. A scientist who shares his research activities on Instagram or LinkedIn increases the odds of being cited in an article, since many journalists use social networks as monitoring tools.

Our advice to take advantage of social media

Communicating on social media is an excellent way of promoting your activities. But to be seen, you need to master the codes of each platform. What type of format should you choose? How frequently do you need to publish? Which days of the week and at what time? The algorithms of each platform vary and make the rules.

Target your communications

Before getting started, define your communication objectives and analyse the pros and cons of the different platforms. Indeed, using several social networks improves visibility but it is also time-consuming. Each platform requires a specific editorial line tailored to different targets. You will therefore need to adapt the content to each platform. A detailed article on the main breakthroughs presented at a scientific conference will naturally fit in LinkedIn, whereas a short science popularization video on the use of a microscope will be more appropriate on TikTok. Copy-paste is rarely an option.

Create attractive posts

To boost your posts, use illustrations (photos, videos), and relevant hashtags. Videos draw attention and generate more interactions. To feed your content regularly, take photos of your experiences, make videos during your professional meetings or create original illustrations to accompany your scientific papers. Conferences also provide an opportunity to be photographed. Generally speaking, photos in which you appear will be more successful.

The text in your posts need to be carefully written. Use impactful vocabulary and short sentences. Users usually only read the first three lines of the post before clicking on “read more”. You need to catch their attention in the introduction. Don’t hesitate to share your emotions (pride, anger, joy) to make your texts more engaging. A post’s success is measured in the number of views, likes and comments. To foster interactions, answer comments within hours of the publication.

Post regularly

Publishing posts each day or each week is one of the keys to increase your visibility because every social network prioritizes active content creators. Identify the days and hours when your posts are most successful (for example, in the morning, during rush hour) and stick to a schedule. Creating content two to three times a week is no easy feat. Try to allocate time each week to these tasks and organise the publication of your content. Most platforms allow you to schedule posts in advance. Tools like Buffer, for example, make it easier to publish on multiple social networks. You can then post your content at the best times, even if you are unavailable.

Want to get started? If you need a little help, our training in social media is the ideal stepping stone to boost your digital communication. Our team of community managers can also manage your profile over time.

To conclude, don’t forget to check out our Instagram and LinkedIn accounts and to follow us! You will find many valuable ideas to promote your research.

The specific requirements of scientific writing

Scientific writing brings its share of unique challenges. When you write, you need to stay aware of what your readers can or cannot understand. But you must also consider why your audience will read the document and why your work is important to them. Most often, you will write about very specific subjects. If your readers are other specialists in your field, they will have the necessary expertise to understand the topic and its jargon.

If, however, you are addressing the general public or scientists from other disciplines, you will need to adapt. Because these readers have a different level of knowledge. For example, when a scientist describes a method for cooling a turbine blade, a number of people will not understand what it’s about, why that’s important, nor the stakes involved.

What is the SWORD writing method?

The SWORD method for scientific writing is a guide. It will help you to write convincing scientific documents adapted to your audience. The principles of this method work for any type of document: a research article, a PhD thesis, a report, a funding application, a narrative CV or even a blog article.

To write a compelling document, it is important to ask yourself the right questions in the right order. For example, if you begin writing without preparing your plan beforehand, you will likely feel writer’s block or end up procrastinating. Furthermore, if your ideas are not structured, your content will be confusing and/or it will require a significant amount of time-consuming modifications and corrections.

Like any good recipe, you need to follow the SWORD method step by step. If you do, informing and convincing your readers, regardless of their level of knowledge, will become a piece of cake.

What are the three steps for the SWORD method?

« SWORD » is an acronym for the three steps that we recommend you follow when you write your scientific documents: Structure, WORding and Design.

1/ S for Structure

The first step consists in preparing the “Structure” of your message. Begin by defining the context of your research. Then, clarify your main message. In just a few words, your message sums up what your audience needs to remember after reading the document.

Finally, find a logical plan to organize your ideas and arguments. In some cases, you can have a lot of flexibility for some documents. For others, like scientific papers or study reports, you will need to follow the conventional structure: title, abstract, introduction, material & methods, results, discussion, conclusion and finally, references.

To build your plan, we advise you to use mind-mapping. This tool makes it possible to organise your ideas in a visual way. Rather than beginning with the top of the page and filling it with sentences or lists, place the main message in the centre. The different ideas will revolve around this main topic and you will not lose sight of the thread.

2/ WOR for language (Wording)

The second step, “language”, will focus on your writing skills. You should favour short and simple sentences. A simple sentence begins with a subject, followed by a verb and a complement, if possible in this order. Furthermore, simple sentences will only include a limited number of words. Ideally, a sentence should not be longer than 20 to 25 words. Where possible, try to write in the present tense.

Use a direct style: write in active voice instead of passive voice, use positive rather than negative turns of phrase. Also, avoid using subordinate clauses and relative pronouns. For example, « the demonstration which follows » can be replaced by « the following demonstration ». Finally, keep in mind that you may need to popularise your work. Adapt your written content to your audience and their level of understanding. If your readers have no knowledge whatsoever, avoid using jargon words or define them.

3/ D for layout (Design)

The third step, “design”, refers to the visual aspects of your communication. It is important to use scientific illustrations (e.g. tables, figures, schemas, graphs) but also photos or videos, to illustrate your work. A neat and beautiful layout and design will make your content more attractive and more importantly, it will make it easier to read. Keep in mind that white space is a key ingredient. For example, in the case of paragraphs, white space will allow readers to detach information, understand each block of ideas, and reflect on what they have just read. White space will also help readers to find the information they are seeking in the document and to pick and choose the elements which interest them.

Finally, do not overlook proofreading, to correct any grammar or spelling mistake, before you widely disseminate your document. A scientific document must be rigorous in both form and substance. Several methodical proofreading sessions will generally be necessary to produce quality content.

Using the SWORD method

Start to write a few weeks, or at least a few days before the deadline, even in the case of a short article. That way you will have time to reflect on the content and carefully correct the text. Never send a document you have just finished to your colleagues. Let it rest for at least one night, to read it again with a fresh mind the next day. Patience is a virtue, and slow and steady wins the race!