From Researcher

to Rockstar

You’ve made discoveries. Now it’s time to protect them, promote them, and take the next step in your research career.

Mastering Self-Marketing for Academic Researchers

A guide to help you maximize your research impact —from protecting your inventions, to crafting your story and brand, to engaging with partners that can support and scale your research. The documents below cover the same topics in different formats and levels of depth. Select those that are most useful to you.

Get Started with a Consultation

Talk with our team of marketing and business development experts to get started on your rockstar journey. Contact us to set up a consultation.

Steps to Becoming a Rockstar

Protect Your Research First

Before Self-Marketing or any other public disclosure of your work, be sure to submit an invention disclosure with the Office of Technology Transfer. This is a crucial step, as public disclosure can severely limit your intellectual property options and future impact of your work.

NOTE: An invention disclosure is required for research sponsored by federal funding.

Visit

Craft Your Story

Create a 2-minute elevator pitch that conveys your research journey and real-world impact. Keep your audiences in mind and pivot your pitch based on their needs – so they see your value relative to their needs. Use this story to connect with partners, funders, and the public.

Visit

Build Your Brand

Define your value proposition—what makes your research unique and needed. Use visuals, videos, and a consistent look to increase recognition and trust. Set up a professional website and leverage social media to share updates, build relationships, and boost your visibility in academia and industry.

Visit

Engage with Communications

Collaborate with your College communications team and Penn State’s Strategic Communications to tell your story effectively, and coordinate with the Office of Technology Transfer to manage licensing opportunities professionally.

Visit

Network with Industry

Identify industries that align with your work and develop a wish list of companies to target for conversations. Attend conferences, workshops, and networking events to establish connections. Engage with others in your social channels, consider becoming an influencer in your field.

Visit

Attract Funding and Partners

Use storytelling to highlight your research’s impact and value. Share successes to spark interest from donors, sponsors, and collaborators. Engage with your contacts in industry to bring in new research collaborations, philanthropists. Utilize business development strategies (lead generation through marketing) to bring interested parties to Penn State.

Visit

Resources for Rockstars

Tools, templates, and reference documents to support your research communication and outreach efforts. All files are stored in SharePoint and require Penn State login to access.

Documents & Worksheets
Research Branding & Early Marketing Worksheet (Early-Career Faculty) DOC

This worksheet helps early career faculty clarify their research identity, articulate why their work matters, and begin building visibility with the right audiences. It's a practical, foundation setting exercise to support thoughtful communication, strategic positioning, and long term impact as a research program develops.

Research Branding & Early Marketing Worksheet (Senior Faculty) DOC

This reflective worksheet is designed to help senior faculty clarify the long term impact, positioning, and legacy of their research by thinking strategically about audiences, influence, and future opportunities. It supports intentional conversations about how research leadership and expertise are understood by funders, partners, policymakers, and other decision makers.

Website Building Best Practices DOC

This guide outlines key considerations for creating effective and accessible websites at Penn State, including supported platforms, user centered design, accessibility, branding, and performance. It's intended to help researchers and their teams make informed decisions when planning, building, or improving a research related website.

How to Describe Your Research and College to Others DOC

This document provides standard, institutionally approved language that researchers can use when describing commercialization, media outreach, partnerships, and ethical research practices. It's intended to ensure consistency, clarity, and proper coordination with Penn State offices when communicating about research across websites, presentations, grants, and public facing materials.

One-Page Research "Sell Sheet" DOC

This template helps researchers succinctly describe a research project's challenge, innovation, impact, and collaboration opportunities in plain language. It's designed as a professional leave behind for conversations with industry partners, donors, alumni, OTT, and other external audiences to support engagement and next steps.

Elevator Pitch Worksheet DOC

This worksheet guides researchers through crafting a clear, compelling two minute explanation of their work that highlights the problem, innovation, impact, and "ask." It's designed to help you communicate your research's value confidently to industry partners, funders, donors, and other non specialist audiences.

Department-Level Breakout Activities DOC

This set of short, facilitated exercises is designed for department or group settings to help researchers practice explaining their work clearly, identify real world impact, and think through risk, protection, and outreach scenarios together. It's intended to spark productive discussion, build shared language, and strengthen collective research storytelling in a 15–30 minute breakout format.

Presentation Templates

Share Your Expertise with Other Researchers

The Researcher to Rockstar guides were developed collaboratively with faculty and staff across Penn State. If you have ideas to help us improve these resources, please share them here. We will follow up with you for additional information as needed.