Public engagement

Public engagement is an essential component of all research studies. Some common strategies for effective public engagement include the following: defining a community-based network with shared interests; co-creating research materials; developing diverse messages appropriate for the public; and engaging with key stakeholders.

Identifying the right group of people that share common cultural and scientific interests is the first step towards building a network. This network could include people living with the disease, community organization representatives, health professionals, researchers, government leaders and others who have a genuine interest in the cause.

Once the network has been built, it is important to share and carefully explain the research purpose, rationale and contribution for the greater good. The researcher and the community can iteratively co-create content related to the research (for example, recruitment materials, educational materials). Co-creation is defined as an iterative, bidirectional process between researchers and the public. Pilot testing study materials can help build trust with potential community supporters. Before the study, the researcher should work with end users and local communities to frame the research and clarify the objectives.
Diverse messages that are authentic and inspirational are important to reach the network. Text describing the message can be enriched and supplemented by images, infographics, audio-visuals, videos, songs and blogs. An infographic is a visual representation of data/information. Moreover, ensuring a range of engagement tools can invite more enduring attention to the study.

Engaging key stakeholders is also a fundamental component of public engagement. Key stakeholders may include personal, alumni, cause-specific, institutional and professional networks. Initial engagement could include community lectures and talks, print and traditional media (newspapers, TV, community radio), podcast and audio features to attract individuals and build trust. Public engagement can be organized in schools, market places and locally suitable gatherings such as churches or other places of worship and community interaction.

Public engagement may also create a network for future collaborations and does not necessarily need to be followed by crowdfunding. Robust public engagement, however, does establish a foundation for crowdfunding. Evidence shows that early-stage high-level networking, regular communication and targeted dissemination are important to ensure a crowdfunding campaign’s success.