Profile your research

Below is a number of tips for researchers on what you can do to promote yourself and your research.

Research communication in the media is just one of the ways in which you can profile your research. However, it is the press rather than the researchers themselves, who decide which research stories they will tell. Therefore, it may be an advantage to be active in other ways, e.g. on social media, so that, as a researcher, you can decide the content and the coverage yourself.

However, what is most important is that you are easy to find, and that it is clear which academic area you are an expert in.

Research communication in the press

Traditional research communication in the press is by Aarhus University issuing a press release when there are important new research results. But there are many other ways you can get into the media and talk about your research, for example as a guest on radio programmes, via podcasts or by writing about your research on platforms such as the Forskerzonen or the journal Aktuel Naturvidenskab. Perhaps the media will find you via the faculty's lists of experts (only in Danish).

If you need help with press tasks, please contact the communications officer at your department. See who is responsible for communications at Natural Sciences.

Have you checked your digital profile?

Start by Googling your name followed by "+ AU". Others who want to know something about you will do the same - whether it be journalists, foundations, colleagues or students. Therefore, it is important that your digital profile is in line with what you want to signal, and who you are as a specialist and researcher. 

Your PURE profile at AU will probably appear as one of the first hits, but there may also be other digital content that says something about you as a researcher. Check whether the content has been updated and is about what you are doing today rather than just five to ten years ago. Perhaps there is an old website that should have been shut down. Clean up the content you can access yourself.

Your social media profiles are also part of your overall digital profile. This does not necessarily mean that you have to be active on all the media, but check at least whether the facts have been updated, e.g. your job title and your profile picture.

Is your PURE profile up to date?

Your PURE profile will be one of the first things you see when you search for your name. Therefore, journalists and professional media will usually use PURE to find out whether you are suitable as an expert. Surveys also show that PURE is the preferred method for foundations when they are looking for the right researchers for a project or an assessment committee. Always make sure that your PURE profile is up to date, not only with the compulsory registration of research publications, but also with information that explains your researcher profile in broad terms. Remember that if the latest registered activities are several years old, it may look as if you have not been active for some time. It may be better to delete previous activities.

Things to keep an eye on in PURE:

  • Always keep your CV up to date.
  • Add keywords about your research, possibly a short popular scientific description.
  • Update the activity overview, possibly clean up old content.
  • Make sure that your profile photo is relatively new, looks professional and is uploaded in good quality.

Find login and instructions for PURE at

Do you need a new profile photo? See staff photos at AU

Use the social media

As a researcher, you can actively use the social media to talk about your research and network with other researchers and with the public. This can be an easy and quick way of profiling new research results.

But it takes an effort to build and maintain your network and participate actively, for example by sharing other people's content. Therefore, it is worth considering which social media you want to be active on, and the goal of your activity.

The most important social media for Danish researchers is LinkedIn and Twitter. In addition, some also use Facebook and Instagram, which combine the personal and the professional to a greater extent.

  • LinkedIn is the social media for professionals. Your profile on LinkedIn can serve as your business card as a researcher and provide a quick, professional overview that is practical for journalists and other media. Moreover, you are automatically part of Aarhus University's network.
  • Twitter is a rather professional medium in Denmark, and it is used by experts and journalists in particular. Therefore, Twitter is a good medium for active researchers who want to stay in contact with the media and demonstrate that they are available.

If you need help with social media, contact the communications officer at your department. See who is responsible for communications at Natural Sciences.