5 things you need to know about ref 2029 if you work in marcomms
In the REF 2029 submission cycle, the pressure isn’t only on researchers - it’s on the marketing, comms and PR teams responsible for channelling relatable research into the media.
With the newly announced weightings, REF's emphasis on impact and engagement means that if academics aren't ready for the media, funding (and reputation) might take a hit.
Here are five things you need to know to stay ahead:
1. Public engagement is a priority. In previous cycles, impact was the gold standard but for REF 2029, the category has been renamed Engagement and Impact (E&I).
What does this mean marcomms and PR teams? The thing to note here is that it's the process of engagement that counts towards the score. It’s not just about the final BBC interview; it’s about the year-long podcast series or the community workshops. If you get going earlier, you can document the doing, not just the result.
2. Impacts will be assessed in terms of their ‘reach and significance’ regardless of the geographic location in which they occurred.
What does this mean for marcomms and PR? Niche or local research, those hidden gems you might not have considered academic enough, dig them out; they could be media gold for 2029.
3. You can now name-drop support staff. For the first time, research impact and engagement professionals (that’s you) can be officially credited in the submission for their role in facilitating the research's reach.
What does this mean for marcomms and PR? Use this as leverage. When an academic is hesitant about media training, remind them that your collaboration isn't only PR - it’s a formal part of the university’s evidence of a healthy research culture. There are key requirements for contributors outlined here.
4. People, Culture and Environment has been renamed Strategy, People and Research Environment (SPRE) and carries a hefty 20% of the total score. Over half of this score comes from an institutional-level statement. The panels are looking for a cohesive story about how the university supports its people.
What does this mean for marcomms and PR? You are the storytellers. It’s about aligning your external brand (how you talk about your researchers in the news) with the internal SPRE narrative. Consistency is key when it comes to demonstrating SPRE.
5. What happens when research stories depart with the academic behind them?
Under the "Substantive Link" rule, if a researcher publishes a brilliant paper at your university and then leaves for a rival, your institution can still claim that output.
What does this mean for marcomms and PR? Keep a legacy list. Just because a researcher has moved doesn't mean you should stop promoting their work.
Need support to get your university academics ready to showcase their research and its impact? Get in touch.
