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Increasing academic visibility

When you publish an article, there is much that you can do to ensure that it and your research maximizes its potential within your relevant academic networks.

What Emerald can do for you

Having published with Emerald means that you are part of a powerful publicity machine. The journal will reach literally hundreds of thousands of potential readers through its online and print subscriber bases; contents lists are frequently sent out as advanced publicity. (For example, the contents list of the Journal of Business and Industrial Marketing is sent to the all-powerful American Marketing Association.)

Build up your own contacts

When an article is going to press, send a copy to all your relevant academic friends and contacts, notably:

  • people in your department,
  • contacts through research groups,
  • other contacts – people you have met at conferences, seminars, etc.,
  • relevant special interest groups, Listservs, online discussion fora, any professional bodies of which you are a member,
  • authors you have cited.

You can thus improve your chances of getting your article known, and hence your citation ratings. When you are going to a conference, take copies of your article with you. (Note, Emerald can provide you with good quality reprints.)

Choose a descriptive title

The main way in which someone is going to know whether or not they are sufficiently interested in your article is through its title. Make your titles short, succinct and descriptive, as in the following examples:

  • "The European automobile industry: escape from parochialism".
  • "Relationship marketing defined? An examination of current relationship marketing definitions".
  • "Genetic modification for the production of food: the food industry's response".
  • "Change and continuity: British/German corporate relationships in the 1990s".

Provide information that is easy to search

Much research information is retrieved online, through search engines, databases and abstracting databases. It is therefore very importance that you come up with good, descriptive keywords. These should cover all the key concepts and contexts of the article, including any "buzzwords".


For example, if you were writing an article on e-learning in Poland, you would obviously use the keywords "e-learning" and "Poland"; you would obviously use terms that were relevant to the type of e-learning which you were writing about, such as "asynchronous communication", as well as activities associated with it, such as "evaluation".

If you were writing about self-management in schools in Hong Kong, you would obviously use "schools" and "Hong Kong", but also words to describe the activity, i.e. "organizational restructuring", "educational administration" as well as buzzwords such as "autonomy".

The golden rule is, think of every likely angle that someone would search on, and make sure that the angle is covered with a keyword.

Once the keyword has thrown up your article, the next search criteria will be the title (see above) and the abstract. The abstract needs to be clear and informative, not just thrown together at the last moment but giving a real flavour of what the article is about: what is the key idea? what research methods have you used? what are the findings? what are the implications for practice and for further research? Emerald journals now require extended structured abstracts (see our How to... write an abstract guide).

The title, keywords and abstract are all known as "header" information: they are the descriptive tags which enable the user to see whether or not they want to read the article.

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