As a junior communications consultant for Allegory, Nick conducts business development research and works on content creation, web design, and publishing.
Nick is also the editor of The Cheese Grater, an award-winning publication at University College London. As a Union democracy reporter, he has years of experience in student politics and is deeply passionate about local democracy and policymaking.
By Rachel Hind and Dani Verrall
In labs worldwide, scientists manipulate molecules invisible to the human eye, yet their work has implications that stretch across time and society. Research mostly happens behind closed doors and carries a paradox that has followed scientific discovery throughout history – knowledge that might transform human health often remains unseen by its beneficiaries. This disconnect between scientific breakthroughs and public awareness represents a communication challenge and a fundamental question about how information – and understanding – moves through the world.
For example, biotechnology innovations at the molecular level can change lives but without effective communication that bridges specialised knowledge and public understanding, even revolutionary advances might fail to realise their potential. Strategic communications are the solution, transforming complex scientific detail into stories that resonate with diverse audiences and ensuring trusted voices deliver the message.
The history of scientific innovation reveals a recurring pattern: technical advancement alone rarely secures acceptance. Despite persistent opposition throughout history, traditional vaccines gradually gained sufficient public trust to be widely adopted. Gene therapy, by contrast, saw its development stalled for decades after early clinical tragedies sparked widespread fears that lasted long after therapies were proved to be safe.
In both cases, technical validity was insufficient to win trust without effective communication that contextualised these advances within broader societal frameworks. No matter how brilliant, scientific discoveries exist in isolation until they’re woven into human understanding and values. It’s not enough for a biotechnology to simply work in a lab; people must know – and accept – how it connects to their lives, beliefs, histories, and cultural contexts.
When life science companies have meaningful engagement with communities, patient groups, and advocacy organisations, they participate in knowledge sharing that extends beyond lab walls. They acknowledge that scientific work exists within society rather than above it.
Our work with the Open Data Institute (ODI) touches on bringing diverse voices into technical conversations to transform discussions and outcomes. With the ODI’s guidance, the INSIGHT initiative—the Health Data Research Hub for Eye Health—established a data trust advisory board with patients at its centre, involving them directly in governance decisions about data access and use.
This approach contrasts with traditional models, where public communication happens after making decisions. It shows that by integrating diverse perspectives throughout the development process, organisations can build the trust needed for innovative research to proceed.
Throughout history, specialised knowledge has required ‘translation’ to make it meaningful beyond expert circles. Journalists often connect scientific work to human experience through their reporting, helping audiences recognise how new developments might affect their lives.
Acknowledging journalists’ importance as conduits of information, Allegory’s work with Our Future Health, the UK’s largest health research programme, focused on building relationships with carefully selected health, science, and data correspondents. Through detailed briefings, we ensured they understood the programme’s key elements, including its scale, commitment to diversity, participant feedback mechanisms, and collaborative approach.
By contributing substantively to public discourse rather than simply seeking attention, companies can become thoughtful participants in the ongoing debate about scientific progress. This considered approach to media relations builds foundations that prove valuable when navigating inevitable challenges.
The best content balances scientific accuracy with narrative clarity—making technical developments understandable without oversimplification. Audiences approach scientific information from different perspectives, requiring content that addresses their specific concerns and interests while maintaining consistency in core messaging. A comprehensive content strategy recognises these diverse needs while ensuring all communications reflect fundamental scientific truths.
Crisis communications in life sciences require preparation that begins long before difficulties emerge. Organisations that develop clear values-based decision frameworks respond more effectively than those making communication decisions under pressure. When a biotech or pharma company encounters unexpected trial results, regulatory hurdles, or supply chain issues, established principles for transparency guide communication approaches to maintain stakeholder trust despite setbacks.
The validity of this approach was seen in manufacturers’ handling of production and supply chain issues during the initial COVID-19 vaccine rollout. Transparency and effective and regular communication on how problems were being addressed helped manage expectations and maintained trust despite the difficulties.
Many working in this field take their cue from Johnson & Johnson’s response to the 1982 Tylenol crisis, a case study still used in crisis communications training. The company’s immediate action, complete transparency, and unwavering commitment to public safety transformed a potential catastrophe into a blueprint for ethical conduct.
Communication as an essential complement to scientific work
For science leaders, strategic communication is not an addition to their work but a necessary complement. Organisations that approach communication as integral to their scientific mission develop stronger stakeholder relationships, engage audiences more effectively, and create more significant impact through their innovations.
Even the most groundbreaking scientific innovations only realise their potential when understood, accepted, and integrated into healthcare systems and individual lives. Strategic communications provide the essential bridge between lab discovery and human benefit, not separate from scientific work, but the means through which science fulfils its purpose of advancing human well-being.
Sarah has over a decade of experience working closely with academics, research teams and innovators in the UK, US and China. She has worked on multiple high-profile science and technology communications projects with outlets including Nature, The Independent, and Scientific American.
Most recently, she managed communications and engagement for the International Public Policy Observatory as part of The Conversation’s media partnership with UCL.
She excels in developing and delivering tailored communications to ensure mission-driven research finds its audience, from key government stakeholders to the general public.
Dani is a strategic communications specialist and programme director with 15 years of experience in healthcare, life sciences, and stakeholder engagement. She has a strong background in behaviour change and systems thinking, helping organisations navigate complex communication and engagement challenges. She has led high-profile projects across the UK health sector, supporting the NHS, NIHR, Wellcome Trust, and Our Future Health in driving change. Recently, she has worked with biotechs to establish and recruit for clinical trials within the NHS. Her expertise spans positioning, messaging, and creative strategy for major pharmaceutical and health tech companies. With experience in both consultancy and leadership, Dani takes a pragmatic, hands-on approach to problem-solving. She excels in designing and leading stakeholder engagement workstreams, from senior health leadership to grassroots organisations. Passionate about AI’s role in healthcare, she thrives in fast-moving environments where strategy and execution go hand in hand.
Jo is an experienced communications strategist, specialising in public affairs, advocacy and stakeholder engagement. She spent seven years in senior strategy and communication roles in government, having led cross-government ministerial stakeholder engagement for Industrial Strategy, working closely with No.10 and the Cabinet. As Chief Press Officer to the Universities Minister Jo Johnson MP and Head of Communications at Liverpool John Moores University, Jo brings in-depth insight into the Higher Education, research, and innovation sectors. She was also Head of Government Relations for the Liverpool City Region Combined Authority where she worked to make the case for further devolution. After returning to freelance consulting, she led major projects including identifying regional skills gaps for Liverpool’s biggest further education provider, delivered a campaign to protect children from vaping leading to the new Tobacco and Vapes Bill, and led stakeholder engagement for major regional and national public health and clinical research initiatives.
Charles Dickens (Canva’s Magic Media version of him above!) turned acute social observation into stories that changed Victorian society. With characters like Oliver Twist and Little Dorrit, he made the invisible visible – transforming statistical realities about workhouses and debtors’ prisons into narratives that demanded social action. His achievement wasn’t only literary; his words led directly to reforms in education, criminal justice, and social welfare.
Today’s researchers share this fundamental challenge – ensuring valuable work creates meaningful change in the world. Like Dickens, who balanced his role as a journalist and storyteller, researchers must navigate between rigorous investigation and clear communication of their work.
Having worked alongside research institutions for over a decade, we’ve observed how the most significant research can sometimes struggle to find its audience. In an age where information flows constantly, and attention is scattered, even crucial findings can get lost in the noise. This understanding has led us to create the Research to Impact Playbook.
The playbook outlines seven stages that connect research with real-world impact. Just as Dickens used serialised stories to build public awareness of social issues, researchers today need varied approaches to share their work effectively.
Each stage provides straightforward, actionable steps. The audience understanding stage helps identify key stakeholders, while later sections outline ways to build productive relationships with policymakers, journalists, and others who can help research make a difference.
The playbook recognises that impact measurement begins at project inception, not conclusion. It suggests ways to gather evidence throughout your project, helping demonstrate your work’s relevance in ways that matter to funders and stakeholders.
This isn’t about changing research but strengthening its natural capacity to influence change. By combining established communication principles with current tools and channels, the playbook helps connect valuable work with visible impact. It’s aimed at anyone wanting to make a difference with their work, whether by shaping policy, building public understanding, or changing society. Your work has the potential to change the world. Let’s make sure the world knows about it. Talk to us today.
A creative multimedia designer with over 30 years of experience, Lou brings a keen eye for detail and a passion for storytelling to every project. Skilled in graphic design, animation, video production, and branding, she translates complex ideas into compelling visual narratives.
With a strong foundation in Adobe Creative Suite, motion graphics, and visual identity, she has worked across diverse industries, from corporate and public sector organisations to niche SMEs. She thrives in dynamic environments where creativity meets strategy, ensuring every project is both visually striking and purpose-driven.
She embraces innovation and curiosity, always looking for fresh approaches to enhance creative impact. Her approach is grounded in a commitment to delivering work that is both aesthetically engaging and strategically effective, whether refining a brand’s visual presence or crafting impactful digital content.
Richard Baker is co-founder of BakerBaird. He is a former daily newsroom business editor and deputy editor who has gone on to become an award-winning communications professional. With an extensive regional network, Richard has devised and delivered comms and engagement campaigns for a series of major economic development initiatives, including development corporations, mayoral combined authorities and the East Midlands Freeport.
Experienced in working alongside senior public sector leaders, MPs and councillors, he has managed communications for local authority regeneration portfolios, supported the development of business cases on major infrastructure projects, devised campaigns for HS2 and delivered events at Westminster to support transport investment proposals.
His knowledge of development and placemaking has also seen him work with universities on research destinations and support for spin-outs and one of the UK’s best business schools. Richard has also supported a number of technology-driven businesses, major built environment consultancies and professionals services firms.
Richard’s work is informed by regular frontline engagement: he continues to be involved in planning and engagement journeys at community level to help inform effective communications strategies.
In February 2025, Allegory and BakerBaird took the first steps in their ambition to develop a regional network of agencies working in partnership. They will work together to deliver strategic communications campaigns across the UK, nationally and regionally.
Rachel is a strategic thinker with a scientific background, creative flair, and a 25-year track record in health and medical communications. Directing campaigns for some of the UK’s top communications consultancies, pharmaceutical companies, and health and biotech start-ups, she has developed a diverse skill set encompassing a wide range of communications activities and medical topics.
Rachel’s particular skills are within stakeholder engagement and written communications. In previous roles, she has directed international advocacy development programmes in oncology and atherosclerosis and UK-based campaigns to engage NHS leaders, parliamentarians, and patient and professional organisations in addressing the uptake of new medicines, and scrutinising tobacco and nicotine control policy. Her expertise in written communication has enhanced client profiles and effectively conveyed key messages through educational materials, media coverage, and successful award entries, including a prestigious Prix Galien Medal.
Leila has thirteen years of PR of experience working globally across numerous sectors including; B2B technology, advertising and marketing, telecoms, broadcast media and other verticals. Leila started her PR career at an agency called Whiteoaks before being headhunted in 2015 by Elemental, an Amazon Web Services company. Leila’s focus is on all aspects of media relations and she has proven success in securing face to face interviews and coverage across all top tier national, business, trade and analyst titles.
