An elevator pitch is a short (usually 30-60 seconds but always less than 3 minutes) pitch about your work and why it’s important. The term “elevator pitch” was popularized in business communication and refers to the short 30-60 second nature of the presentation: 30-60 seconds is about the amount of time you have in an elevator, where one imagines, you are invited to speak about your work with someone who you want to impress.
This slide presentation, from The Social Media Exchange, offers solid advice for how to put together an elevator pitch by proposing that you answer a series of questions about project, audience, and the goals of your project (or in this case, research project).
Want to see an example of an elevator pitch? This video of Rafael Luna shows an elevator pitch about research in action. Watch the embedded video here, or if you have difficulties viewing it on your specific device or browser, use this link to watch it on YouTube.
Why might you want to be prepared with an elevator pitch?
Maybe you are looking to find private sector funders for your research, or think your research could be mobilized by someone in the private sector. An elevator pitch is a great way to connect with people in business who could support or mobilize your science because they are familiar with pitches and often don’t have a lot of time for long presentations. If you’re a scientist who works for or with government, perhaps you only have a short amount of time with the minister or deputy minister who you feel needs to know about your science. An elevator pitch can be a useful way to show them why they should familiarize themselves with your work, or call on you to advise on a project. Finally, an elevator pitch can be useful if you’re looking to communicate to journalists or other communication professionals about why they should highlight your work in a news story. If you can communicate in a compelling way in 60 seconds why your ideas are newsworthy, you’re more likely to get media attention.
With a solid, practiced pitch under your belt, you’re really ready to present your work to a wider audience on TV or Radio. You may already have been asked to be part of a television or radio broadcast, however, most scientists and researchers receive little to no media training in the course of their work. The next two sections will introduce you to basic tips for surviving a television or radio broadcast, so that you can feel more confident when you’re asked to be on the air.