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Communicating the Value of Transportation Research
National Cooperative Freight Research Program Case Study
The Freight Stakeholders Coalition (FSC) demonstrated the importance of communication
with congressional and legislative representatives. The coalition was formed in the early 1990s
as the freight community began to recognize the benefits
of coordinating its efforts to bring national attention to
freight issues and to lobby for funding for freight-related
projects on the federal level. The group had considerable
experience communicating with government leaders, and it
joined with the American Association of State Highway and
Transportation Officials (AASHTO) to push for the National
Cooperative Freight Research Program. Mandated by the
Safe, Accountable, Flexible, Efficient Transportation Equity Act: A Legacy for Users (SAFETEA-LU),
this program provides money for freight research in a variety of areas.
Communication with Congress was essential to the program's acceptance. To gain governmental
support, a program or project must be advocated by a credible group that represents the key
stakeholders. FSC, AASHTO, and others provided the proof Congress needed to understand that
the research program was desirable and necessary. Additionally, FSC and AASHTO provided
consistent advocacy, using arguments that focused on issues of broad, current, and national
interest. Connecting the research needs with current events enabled representatives to see the
value of the research program for the industry and for their constituents.
Communicating with Applying the
Policy Makers Communication Process
Context: Policy makers are the gatekeepers
When and Why
between research findings and implementation
In many ways, policy makers (e.g., state and and can become champions
national DOTs, other transportation-related for a new technology or
organizations, or research supporters) can be for the research program.
considered a combination of research program They are also intermediaries
managers and elected officials. They are a more between projects and
technically knowledgeable audience, similar to funds and can become the
research peers. They also have formal processes champions for the research
regarding decision making and budgets program. Policy makers are
similar to congressional processes. Consistent often fiscally accountable
communication with this audience is important to others, so your Communication Process
because people in these positions often decide communication must relate
whether to adopt or test a new product or the benefits of your research
process. Policy makers who see research that in the context of a business model (i.e., how
has positive results in the early stages may be the research contributes to your organization's
willing to devote resources--either money or mission or offers a cost-saving new technology or
personnel--to the later stages of the research. alternative to a current practice).
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Putting It All Together
Strategy: Because policy makers require implementers. Finally, make use of the web by
both information and proper organizational posting presentations, papers, and reports for
procedures, an important strategic concern is easy access by policy makers.
to find an advocate for your program within the
policy-making organization. Advocates know Style: Like elected officials, policy makers have
and understand the organizational rules and many demands on their time. Communicate your
regulations, so they can help introduce your research agenda clearly, simply, and concisely.
findings and recommendations through the State the important points up front. Provide
appropriate panels and paperwork. A second anecdotal evidence where possible, but be ready
strategy, as discussed below, is to make use of all to answer any questions. Details are important,
available channels for communication. Leaving but only after you have "sold" your ideas to policy
no communication stone unturned will not only makers.
educate policy makers, but may also help you
connect and build professional relationships with
potential program advocates.
Content: Policy makers need to know the specific
details of research programs, and like elected Creating Human-Interest
officials, their time is also limited. You can use Research Stories
several methods to communicate the essential
details. First, anecdotal success stories give a Policy makers and research funders often want
personal and human face to scientific research, to know how research affects people, so consider
so connect your ideas to real people and real the following:
problems. Second, because policy makers look Research stories must be human-
for innovative ways to help save lives, conserve interest stories. Look for and emphasize
fuel, and increase efficiencies, highlight the the benefits of research for people.
innovative work you do and the benefits of that Whether related to saving lives or saving
work to areas important to policy makers. Finally, fuel, tying research programs to real
provide policy makers and their liaisons with best people helps to improve your message.
practices and anecdotal evidence that can be Link to current events. Connect your
used for education. research to what is happening in society
or in a specific community. Do not
overlook popular media as sources of
Channels: A wide variety of channels are inspiration. Social problems and movies
appropriate for communicating with policy can give your communications a point
makers. Panel discussions at conferences can that is relatable to the audience.
help you understand their needs, can introduce
Give specific examples.
new research and important facts, and can help As you conduct research in the field or
you meet potential advocates who share your interview community leaders about their
program's interests and priorities. PowerPoint needs, take pictures and keep notes.
is frequently used for presentations, so do not These can add personal elements to your
overlook the importance of this channel. Because communications.
PowerPoint presentations often need to function
as stand-alone presentations, they must be clear Source: National Sciences and Engineering Research
Council of Canada, "Communicating Science to the
and make good use of visuals and graphics.
Public: A Handbook for Researchers."
Papers and reports in scholarly, professional,
and trade publications can target prospective
