communications strategy: Objectives

Vision

A UK research ecosystem where every life-science researcher and technical professional shapes and benefits from a world-leading, collaborative and FAIR digital research infrastructure that is AI-ready.

Approved 2025. The previous strategy didn’t articulate the vision as a single sentence. Everything below is how we get there.

Objectives

Every implementation activity should serve at least one of these four. If it doesn’t, ask why we’re doing it.

1. Create a sense of belonging

With active community members, by sharing personal stories and showcasing their work.

• Foster engagement – webinars, regular events, community calls.
• Promote inclusivity – individual profile pages, stories that name contributors.
• Strengthen internal comms – regular updates, feedback mechanisms.

2. Grow the network

Across UK research-performing organisations.

• Expand membership – target leading voices at member orgs + bottom-up via groundwork staff.
• Strategic partnerships – collaborators with broader reach we can tap into.
• Use platforms aligned with our values – Mastodon, Bluesky, MailerLite. Move away from those that aren’t (Twitter/X, MailChimp).

3. Amplify reach

Of work by ELIXIR-UK members, relevant resources, stakeholder work, and endorsed services.

• Content strategy – high-quality, shareable content across multiple channels.
• Media relations – secure coverage where it matters.
• Use analytics – refine, don’t just collect.

4. Raise profile

For better long-term sustainability.

• Thought leadership – members as named experts, speaking engagements, publications, international collaborations.
• Ambassador programme – empower staff at member orgs to showcase their work. Expert voices beat corporate messages.
• Brand consistency – see Brand and Style guide.

Parent ELIXIR objectives (for alignment)

ELIXIR Hub’s five objectives – ours should always be checkable against these:

1. Raise awareness of ELIXIR
2. Communicate the impact of ELIXIR
3. Promote ELIXIR services, resources, events and jobs
4. Build support for ELIXIR’s objectives
5. Expand the ELIXIR network and member states

Related pages