Scientific Communication in Applied Research Groups: A Methodological Proposal Focused on Digital Media

Abstract

Scientific communication within applied research groups faces challenges stemming from diverse audiences, varying resources, and distinct institutional contexts, particularly in digital environments. This article proposes a reference model to guide communication strategies tailored to these specificities. The methodology comprised three stages: mapping current practices, identifying barriers faced by researchers, and structuring the reference model. As a result, strategic pillars were established, encompassing objectives, target audiences, communication channels, resources, and evaluation methods, along with adaptation parameters based on group size, research focus, and project characteristics. Rather than offering a one-size- fits-all solution, the model serves as a flexible and reflective tool to support research groups in developing more effective, critical, and socially engaged communication strategies. Future empirical applications may help validate and further refine its usefulness across different contexts.