The authors of this report call on their colleagues to adopt "Public Impact Research" (PIR) as a broad label to describe how university research improves lives and serves society--locally, regionally, nationally, and globally. Using PIR consistently along with fundamental discovery and training the next generation workforce communicates powerfully to the public the value of university research and could help restore public trust in institutions. PIR is an overarching concept for a growing number of complementary labels for research activities and engagement, including Grand Challenges, Convergence, transdisciplinary, and "HIBAR" (Highly Integrative Basic and Responsive) research, among others. Using PIR as an umbrella term will leverage these approaches to magnify the general public's understanding of how universities partner with others to provide value to the public on issues of real interest and impact. In these troubled and challenging times, this report seeks to provide, in a clear and streamlined way, an explicit call to university leaders, faculty, and their partner stakeholders to act both individually, and collectively through Association of Public and Land-grant Universities (APLU). This report outlines five action steps: (1) Adopt the overarching term "PIR"; (2) Conduct PIR more purposefully; (3) Engage stakeholders; (4) Communicate about PIR to all stakeholders; and (5) Build specific campus and stakeholder structures and policies to encourage PIR. The goal in issuing this report is to normalize PIR as a standard part of the university research enterprise, recognizing that this will require incremental cultural changes at many institutions.