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OCR for page 37
Guidebook
33
Putting It All Together
4
Chapter
Putting It All Together:
Communicating to Specific Audiences
Let's face it: audiences differ. The audiences Everyone wants to know "what's in it for them."
for various research projects and programs are By anticipating and answering that question for
different because each has a unique stake in the the audience, you will highlight how research,
outcome, and each will value the research in a projects, products, and processes align with the
different way. When designing a new type of audience's values. Even communication with the
hybrid vehicle, for example, carmakers want to best intentions can fail if it is directed toward the
know what is useful and attractive to buyers, but wrong audience, so placing yourself in the shoes
they also need to demonstrate that the vehicle of the audience and speaking to it from its point
will not cost the company too much to produce of view, in understandable language and with
and that it will stand out in a parking lot of its needs and wants in mind, are important steps
competitors. to take when creating strategic communication
plans.
The same is often true for consumers of research
results. The general public wants to know how
the research will affect them, and the direct "Communicating the right
benefits of implementing a new process. Program
managers and research funders want to know the information to the right audience
technical aspects of the research and whether not only affects the acceptance
the financial costs of conducting research or
implementing a new process will be in line with of your research, it also
the benefits gained from that research or process. maximizes your time and
your communication dollars."
As a researcher or manager, your goal is to talk
about those issues to the appropriate audience--
it would be useless to tell general consumers
about the per-part costs of a new vehicle when This chapter outlines several audience categories
they are concerned about the vehicle's safety vital to advancing transportation research. These
features. Communicating the right information to include research program managers, elected
the right audience not only affects the acceptance officials, policy makers (such as state and national
of your research, it also maximizes your time and DOT officials and funders), the media, and the
your communication dollars. general public. It provides practical tips and
important considerations that will help ensure
that the appropriate information is readily
When talking about your projects and research, available for each audience.
consider the communication goals and how
you can market to the appropriate audience.
