traditional media system) had an existing readership or audience, and your website may well have limited reach unless you are either very lucky and are quoted by someone with a big following or are very persistent in marketing it.
So, how is the busy researcher to capitalise on these opportunities? This chapter considers the growing ecology of digital tools and opportunities for research communication and engagement. The primary focus in this chapter is on communication about research and the plethora of ways that publics encounter research online. It is designed to
types of impact or to operate in research areas which are necessarily more basic or ‘blue sky’ in nature. Just as there is no ‘one size fits all’ for evaluation or epistemology, nor is there a ‘one size fits all’ in research terms; rather, there is a complex ecology of ontological positionings. As a research communicator it is important for you to be aware of broader trends and influences where evaluation and impact are concerned, not least because resources such as funders’ guidance and frameworks can be practically helpful. However, at the same time it is important