This chapter is about more than writing and publishing, it is also about telling a story that will change in form and substance depending on the audience the research is trying to reach. It addressed the Academic/Practitioner dimension of sweet spot research and the fundamental question - As I disseminate my findings, do I want to speak primarily to scholars, practitioners, or both? It describes the challenges of speaking to different audiences and consumers of research, the different forms that communication can take, and the different channels that can be used. The chapter provides practical suggestions for boosting the credibility of the communicator, clarifying the message in terms of its contributions to theory and practice, and writing differently for different audiences.
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