2025 Events
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Zoe Trinder-Widdess - Writing for a lay audience
CAT Seminar Tuesday 13th May
Writing accessibly for a lay audience is becoming more and more important for health research and clinical professionals. But it’s an art that many find challenging.
Academic communications expert Zoe Trinder-Widdess (pictured below) recently joined us at the CAT School to share insights on how researchers can communicate their work more clearly and effectively—particularly to lay and non-specialist audiences.
Her key message was simple: Effective communication means giving the right people the right information at the right time. Whether speaking to policymakers, patients, or the public, the priority should always be clear, relevant and accessible language.
Key points from her talk included:
· Know your audience: Tailor language and structure to suit who you're trying to reach—whether academic, professional or public.
· Stick to the “rule of three”: Focus on three key messages to keep communication concise and memorable.
· Tell the human story: People connect with people and include personal motivation, emotion and human experience where possible. Metaphors for big abstract numbers can help connect with the data.
· Use plain English: Avoid jargon, acronyms and overcomplicated phrasing. Aim for short, active sentences and familiar words. Be punchy!
· Support online reading habits: Structure text for screen—use headings, bullet points, short paragraphs and key info up front.
· Make this part of your process: Build in time for editing, seek feedback from outside your field and consider using plain language panels or readability tools.
As Zoe reminded us, effective communication for a lay audience isn’t about simplifying for its own sake — it’s about focusing your message: Identify your three key points, keep them clear and specific and always write with a real person and your audience in mind. Don’t just write about research — write for someone. At the event an academic colleague highlighted the tool Google NotebookLM | Note Taking & Research Assistant Powered by AI – this makes an instant podcast – we tried it after the talk and were impressed by the eleven minute podcast it created!
About the trainer
Zoe Trinder-Widdess is Head of Communications at NIHR Applied Research Collaboration (ARC) West and the NIHR Bristol Biomedical Research Centre (BRC). Zoe is a communications professional with a strong track record of working in several sectors, including charity, public sector and business-to-business. She has been working at the intersection of health and research for the last 12 years.
Prof. Marcus Munafo - Scientific Ecosystems and Research Quality
CAT seminar Tuesday 11th February, 4.30-5.30 (followed by pizza and social chat) room LG09, Canynge Hall, 39 Whatley Road, BS8 2PS
There have been concerns raised in recent year about the quality of research produced in the biomedical sciences and beyond. I will explore the extent to which evidence supports these concerns, and how the environment and culture within which research is conducted may drive the quality of research produced. This will include a focus on different ways of working that could potentially improve quality whilst also supporting a positive culture.
Marcus Munafò is Professor of Biological Psychology and Medical Research Council Investigator at the University of Bristol, where he is also Associate Pro Vice Chancellor for Research Culture. He also has a long-standing interest in the factors that influence research quality. He is Chair of the UK Medical Research Council Neurosciences and Mental Health Board, the CHDI Independent Statistical Standing Committee (https://chdifoundation.org/independent-statistical-standing-committee/), and the UK Reproducibility Network (www.ukrn.org) Supervisory Board, which he co-founded in 2019. There are now similar Reproducibility Networks in over 20 countries and regions (https://www.ukrn.org/global-networks/). In May 2025 he will take up the position of Deputy Vice Chancellor and Provost at the University of Bath.
