Tanzania’s new PTS framework set to revolutionise research communication

Dar es Salaam. A new research communication framework developed in Tanzania is poised to transform how researchers disseminate their work, helping bridge the gap between academic findings and real-world impact.

Science communication specialist and journalist Dr Syriacus Buguzi, who co-founded the Tanzanian firm ResearchCOM has unveiled a three-phase framework known as Publish, Tell, Show (PTS)—a structured guide designed to help researchers effectively communicate their findings to both scholarly and non-expert audiences.

The PTS framework has been published in the latest edition of the Tanzania Journal of Sociology, a peer-reviewed journal run by the University of Dar es Salaam (UDSM).

Titled “The Publish, Tell, Show (PTS) Framework for Effective Research Communication: A Step-by-Step Approach to Maximising Societal Impact in Tanzania,” the paper marks a significant milestone in research dissemination.

“The idea came to me after encountering many researchers who struggled to grasp research communication beyond traditional academic journals,” said Dr Buguzi. “It was clear something fundamental needed to change. That’s when I began conceptualising a process starting with what they already do best—Publish. Then I added Tell and Show to form PTS.”

The framework urges researchers to view communication not as an afterthought, but as an integral part of the research process. It is built around three sequential phases:

Publish – Establishing credibility through peer-reviewed journals and academic conferences.

Tell – Raising awareness among broader audiences by translating complex findings into accessible language and sharing through platforms like social media, public forums, and local languages.

Show – Demonstrating impact through policy influence, practical application, advocacy, and strategic partnerships.

Dr Philbert Nyinondi, co-author of the paper and a lecturer at Sokoine University of Agriculture (SUA), said the framework provides deliberate actions at each stage to elevate research impact.

“It’s not merely a clever acronym,” he said. “Researchers play a vital role in solving global challenges. Breaking barriers between academia and the public using purposeful communication strategies like PTS ensures scientific knowledge serves society better.”

According to the authors, Tanzanian research institutions have for years lacked a practical benchmark to measure the effectiveness of research communication outside academic settings. The PTS framework fills that gap by defining “effective research communication” as the intentional, step-by-step completion of all three phases.

“Valuable research often ends up uncommunicated, unable to influence policy or benefit society,” said Dr Buguzi. “The PTS approach changes that by turning communication into a core obligation.”

Veteran academic Prof Karim Manji, Professor Emeritus at Muhimbili University of Health and Allied Sciences (MUHAS), reviewed the concept and described it as a “great idea” that distils the essence of impactful research.

The framework, conceptualised by Dr Buguzi during his time at the University of Sheffield in the UK, has been in development since 2020 and continues to evolve. It will be piloted among Tanzanian researchers later this year, with plans underway to scale it into a full model adaptable across academia and research institutions.

Despite the promise, Dr Buguzi acknowledged the scepticism many researchers still have about working with the media.

“Many are hesitant, fearing their science might be misunderstood or labelled as activism,” he said. “But this has created a huge gap between researchers and the public. That’s why we’re advocating for a behavioural transition, encouraging scientists to engage with the media, influence public discourse, and shape policy.”

The authors are now exploring the framework’s wider scalability within Tanzania’s evolving science communication ecosystem and digital landscape. As the country seeks to amplify the societal relevance of its academic output, the PTS Framework offers a timely and structured solution.