The workshop with TV and media expert Stefan Ganß shows how "impact stories" make scientific lighthouse projects of the HSZG visible.
At the workshop "Communicating science - understandable, authentic, effective" in fall 2025 at the CELSIUZ Decision Theatre in Zittau with TV and media trainer Stefan Ganß, the participants learned how to communicate their research in an understandable and media-friendly way. In mid-March 2026, the Zittau/Görlitz University of Applied Sciences (HSZG) hosted the above-mentioned CELSIUZ a follow-up workshop took place. The topic this time: "Impact stories - making HSZG lighthouse projects visible".
"The Zittau/Görlitz University of Applied Sciences has strong, innovative lighthouse projects. The aim of the workshop is to prepare selected projects in such a way that they become understandable, connectable and relatable for relevant target groups - without technical jargon, without so-called 'funding application German' and without losing scientific seriousness," says the handout introducing the workshop. At the end of the workshop, a toolbox consisting of target group logic, key messages, hooks and pitches should be created for each project presented by the participants, according to the core task of the workshop.
"People have been telling stories around the campfire for thousands of years," workshop leader Stefan Ganß (TV reporter and radio presenter) tells the workshop participants. "You can use this ancient cultural technique strategically today. I'll show you how to use the art of storytelling, hooks and pitches to present research to the outside world in a good way." But: "Only those who inspire can convince," says Stefan Ganß. And only if you have a good story for your research project can you make outsiders curious about your research and get them excited about it, it is often said. "Tell a story that inspires," says Stefan Ganß.
By definition, storytelling is the art of conveying values and messages through storytelling in order to arouse emotions and establish a connection with the audience. Storytelling has become increasingly popular in marketing and scientific communication in recent years - in order to prepare and convey complex content in a dialog-oriented, authentic and effective way.
Also by means of a so-called "hookline". A hookline is a concise, catchy melody or line of text in a piece of music that has a high recognition value and remains in the memory, e.g. the guitar riff by Keith Richards in the Rolling Stones song "Gimme Shelter" (1969), the piano (synthesizer) riff in "Small Town Boy" (1984) by the British synth-pop band "Bronski Beat", the piano riff covered in 2023 by the German pop singer "Leony" in "Holding On".
In addition to good hooklines for science (communication), the participants of the 8-hour workshop "Impact Stories" in mid-March also learned about so-called "personas" or the method of making a so-called "pitch". A pitch is a short, concise presentation to sell a business idea, product or service or to attract investors. For research, the following applies to a "pitch": How do I describe my research project in a way that is understandable, effective for the public and detailed, precise and accurate for outsiders - without falling into subject-specific specifics and often incomprehensible technical language? And "personas"? That means: Who is our audience? And what should resonate with the target groups? And how do I generate an "impact" for my research and create influence, effectiveness and meaning?
Dipl.-Ing. Anett Kupka, project manager at the HSZG in ZIRKON (Zittau Institute for Process Development, Circular Economy, Surface Technology, Natural Materials Research), says: "In the workshop, I refreshed a few important communication rules and got to know new communication 'tools'. What are the key messages? Who is the target group? How do I design the introduction to the article or presentation? The opening sentences decide whether you read on and listen. Finding the right words here or struggling to find them in a team is a worthwhile investment of time." Kupka draws the following conclusion: "The workshop took place in a very collegial atmosphere with a lot of passion, expertise and interdisciplinarity. I was impressed by how our text for the project presentation changed within a few hours with the help of the toolbox."
Dr. Thomas Fester, Head of the DLR_School_Lab at Zittau/Görlitz University of Applied Sciences, reports: "I really liked the short, clear structure for developing a media-effective contribution (an impact story). I was already familiar with the storytelling approach, but I wasn't aware that it could be implemented so stringently and that it could and should be used as an essential, central approach for outreach activities. If you want to get people interested in your activities, you have to tell short, well-structured stories. These stories need a hook, a challenge and a solution."
On their own: At the beginning of the workshop, the participants were asked to briefly present their respective research area or research project. The task was repeated at the end of the workshop - then with the implementation of what they had learned. If the word "synergistic" was used at the beginning of a project description, it had already disappeared again by the final presentation. And the very complex research subject had become a good narrative. Or a good story with a good hook or a successful pitch.
And for those for whom words like hook, pitch, story, teaser or impact are too many anglicisms: "Use common words to say uncommon things," according to philosopher Arthur Schopenhauer. This also applies to successful science communication.
Text: Frank Leberecht
Photos: Lucas Wenzel
