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Guidebook
5
Signs of Good Communication Practices
1
Chapter
Signs of Good
Communication Practices
Our research examined successful transportation research projects and programs to glean the best practices
in communicating the value of research. We identified seven common attributes of effective communication
practices. This chapter provides these seven signs of good communication practices and how they can affect
the worth-perception and value-exchange process.
What Are the Signs of Good Communication Practices?
Before reviewing the signs of good practice, it is research process and subsequently builds
useful to define what makes a communication relationships that last throughout and beyond
effort successful. a particular project.
Successful communication efforts link
researchers and research results with their This is simply good public relations. If we look at
intended audience by strengthening the the definition of public relations in the acclaimed
information flow throughout the research textbook Effective Public Relations, (Cutlip et al.
process. 1999), we see that public relations is explained
as a discipline that encompasses much more
The key words in the above definition are than publicity. Specifically, it is "the management
"throughout the research process." function that establishes and maintains mutually
The communication process is continual, not beneficial relationships between an organization
just a one-time effort when the research has and the publics on whom its success or failure
concluded. That means making it a part of the depends." In other words, it is continual, two-way
research process, at the onset of a project when communication (VandeVrede 2007).
the planning begins.
According to NCHRP Synthesis 280, one of the keys Signs of Good
Communication Practices
to building and maintaining a robust research
program is "Market Boldly" during every stage
of the research process (Dean and Harder 1999). Involve communication professionals.
This applies in soliciting problems, in anticipating
Understand the audience.
research needs, in justifying the time and budget
required for persuading others to test and deploy Demonstrate a tangible benefit.
the product, and in selling the overall need for Recognize that timing is relevant.
research.
Build coalitions.
Build two-way relationships.
Effective communication about research requires
advance planning--knowing your audience and Tailor packaging.
your goals for reaching out to that audience.
It also brings a network of researchers, decision
makers, and other stakeholders into the
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Guidebook
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Communicating the Value of Transportation Research
The signs of good communication practice detailed below will help guide you through the communication
process (the communication process is explained in Chapter 2).
Involve Integrating Demonstrate a Successfully
Communication communication into the Tangible Benefit communicating the value
Professionals
research process from of your research to a
the beginning requires targeted audience requires
bringing in professionals tailoring your communication to resonate with its
to assist the research team in communicating needs, interests, and backgrounds. Linking your
with various audiences. Our research shows research to tangible benefits for the audience
an increasing recognition of the need for will capture their attention. For example, as
communication professionals to bring their shown in the Missouri Statewide Installation of
expertise to the technical team; this is essential Median Cable Barriers case study, rather than
in effectively communicating research results. reporting that the research project resulted in the
This is especially key in clearly communicating installation of 179 miles of median cable barriers
technically complex issues to the media, which on Interstate 70 to keep vehicles entering from
is still the major conduit to policy makers and opposing lanes, Missouri emphasizes the more
the broader public. These professionals can also explicit, "the barriers have nearly eliminated
advise the research team and leadership on how cross-median roadway deaths." Audience
to communicate sensitive issues some research members are more likely to listen to you if they
projects may produce before the results are can readily understand why and how the research
published. is important to them. The key to moving your
audience to act on or support your research is to
meet them "where they are."
Understand Researchers cannot afford
the Audience
to limit the communication
of their results to other Recognize that The point at which you
members of the research Timing is Relevant release your research and
community. Communicating with the larger begin to spread results can
public, policy makers, and others is essential to help you capture interest
being a good transportation researcher, just as a and amplify what you want to communicate in
surgeon's ability to communicate with patients is your findings. You should tailor the "ask" to the
a crucial, but sometimes-neglected, skill. current mood and concerns of the audience
and/or constituent interests. For example, if your
People can spend a lot of time figuring out exactly goal is to influence legislation, you will want
what to say without giving much consideration your research to sway policy makers before
to whom it should be said. It is far more strategic they vote. You should consider other seasonal
and manageable to consider the target audience trends or calendar hooks during the year to
at the onset of communication and research link your research with the current mood and
planning before creating messages and venues concerns of your targeted audience or legislators'
for reaching them. To do this successfully, identify constituents, such as anniversaries of major
your audience targets and then research them so events (e.g., September 11, landmark SAFETEA-
you fully understand your audience and how their LU ruling, the Interstate 35 bridge collapse) and
key values and interests relate to your research. other events important to targeted decision
Not taking the time to analyze the impact of a makers or stakeholders.
research project on your potential audience can
lead to problems later.
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Guidebook
7
Signs of Good Communication Practices
When it comes to
Build Coalitions influencing a decision
or shifting a debate, the
messenger can be as
important as the message. Third-party champions Use Champions and
or intermediary organizations can validate your
research, and they often work with researchers
Allies to:
to strengthen the credibility of their research and Host a meeting between you
findings. Use these champions and allies to open and targeted decision makers or
doors and facilitate discussions with targeted legislators.
audiences. Speak at your press event.
Author an introduction to a report.
Offer a quote for your press release.
Build Two-way
Successful communication Be on hand for follow-up media
Relationships is a two-way process--an interviews.
exchange of ideas and Write a supportive op-ed.
views. It has the element of
feedback, which information dissemination alone
does not provide. Consulting with a prospective
audience or agent of the intended audience of
the research helps establish a basis for exchange
or reciprocity and helps you understand their
values and needs.
Packaging matters as well.
Tailor Packaging "Being aware of these good practices is
While the previous six signs
of good communication
practices focus on
an important step in being a successful
words (the context, message) or people (the communicator of your research. "
messengers), do not underestimate the power
of the visuals or their packaging (such as design,
layout, color, and typeface for printed materials).
Packaging and the images it contains will trigger
the context your audience associates with that In the next chapter, we present the key elements
issue. The most visible aspects of packaging of the communication process. The opportunities
indisputably affect perception of value. The to apply these good practices will become readily
location, size, and color of every image reinforces apparent.
or undermines your message.
Many vehicles are available for communicating
your research story, such as websites, advertising,
brochures, fact sheets, and reports. You can
control all the visual elements and, therefore, the
messages they send.
