Communicating the Value of Transportation Research (2009)

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Guidebook Signs of Good Communication Practices 5 research process and subsequently builds relationships that last throughout and beyond a particular project. This is simply good public relations. If we look at the defi nition of public relations in the acclaimed textbook Eff ective Public Relations, (Cutlip et al. 1999), we see that public relations is explained as a discipline that encompasses much more than publicity. Specifi cally, it is “the management function that establishes and maintains mutually benefi cial relationships between an organization and the publics on whom its success or failure depends.” In other words, it is continual, two-way communication (VandeVrede 2007). Involve communication professionals. Understand the audience. Demonstrate a tangible benefi t. Recognize that timing is relevant. Build coalitions. Build two-way relationships. Tailor packaging.        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 identifi ed seven common attributes of eff ective communication practices. This chapter provides these seven signs of good communication practices and how they can aff ect the worth-perception and value-exchange process. Before reviewing the signs of good practice, it is useful to defi ne what makes a communication eff ort successful. Successful communication eff orts link researchers and research results with their intended audience by strengthening the information fl ow throughout the research process. The key words in the above defi nition are “throughout the research process.” The communication process is continual, not just a one-time eff ort when the research has concluded. That means making it a part of the research process, at the onset of a project when the planning begins. According to NCHRP Synthesis 280, one of the keys to building and maintaining a robust research program is “Market Boldly” during every stage of the research process (Dean and Harder 1999). This applies in soliciting problems, in anticipating research needs, in justifying the time and budget required for persuading others to test and deploy the product, and in selling the overall need for research. Eff ective communication about research requires advance planning—knowing your audience and your goals for reaching out to that audience. It also brings a network of researchers, decision makers, and other stakeholders into the What Are the Signs of Good Communication Practices? Signs of Good Communication Practices1Chapter

6 GuidebookCommunicating the Value of Transportation Research Integrating communication into the research process from the beginning requires bringing in professionals to assist the research team in communicating with various audiences. Our research shows an increasing recognition of the need for communication professionals to bring their expertise to the technical team; this is essential in eff ectively communicating research results. This is especially key in clearly communicating technically complex issues to the media, which is still the major conduit to policy makers and the broader public. These professionals can also advise the research team and leadership on how to communicate sensitive issues some research projects may produce before the results are published. Researchers cannot aff ord to limit the communication of their results to other members of the research community. Communicating with the larger public, policy makers, and others is essential to being a good transportation researcher, just as a surgeon’s ability to communicate with patients is a crucial, but sometimes-neglected, skill. People can spend a lot of time fi guring out exactly what to say without giving much consideration to whom it should be said. It is far more strategic and manageable to consider the target audience at the onset of communication and research planning before creating messages and venues for reaching them. To do this successfully, identify your audience targets and then research them so you fully understand your audience and how their key values and interests relate to your research. Not taking the time to analyze the impact of a research project on your potential audience can lead to problems later. Successfully communicating the value of your research to a targeted audience requires tailoring your communication to resonate with its needs, interests, and backgrounds. Linking your research to tangible benefi ts for the audience will capture their attention. For example, as shown in the Missouri Statewide Installation of Median Cable Barriers case study, rather than reporting that the research project resulted in the installation of 179 miles of median cable barriers on Interstate 70 to keep vehicles entering from opposing lanes, Missouri emphasizes the more explicit, “the barriers have nearly eliminated cross-median roadway deaths.” Audience members are more likely to listen to you if they can readily understand why and how the research is important to them. The key to moving your audience to act on or support your research is to meet them “where they are.” The point at which you release your research and begin to spread results can help you capture interest and amplify what you want to communicate in your fi ndings. You should tailor the “ask” to the current mood and concerns of the audience and/or constituent interests. For example, if your goal is to infl uence legislation, you will want your research to sway policy makers before they vote. You should consider other seasonal trends or calendar hooks during the year to link your research with the current mood and concerns of your targeted audience or legislators’ constituents, such as anniversaries of major events (e.g., September 11, landmark SAFETEA- LU ruling, the Interstate 35 bridge collapse) and other events important to targeted decision makers or stakeholders. 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 Communication Professionals Understand the Audience Demonstrate a Tangible Benefi t Recognize that Timing is Relevant

Guidebook Signs of Good Communication Practices 7 When it comes to infl uencing a decision or shifting a debate, the messenger can be as important as the message. Third-party champions or intermediary organizations can validate your research, and they often work with researchers to strengthen the credibility of their research and fi ndings. Use these champions and allies to open doors and facilitate discussions with targeted audiences. Successful communication is a two-way process—an exchange of ideas and 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. While the previous six signs of good communication practices focus on words (the context, message) or people (the 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 issue. The most visible aspects of packaging indisputably aff ect perception of value. The location, size, and color of every image reinforces 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. In the next chapter, we present the key elements of the communication process. The opportunities to apply these good practices will become readily apparent. Build Two-way Relationships Tailor Packaging Build Coalitions “Being aware of these good practices is an important step in being a successful communicator of your research. ” Use Champions and Allies to: Host a meeting between you and targeted decision makers or legislators. Speak at your press event. Author an introduction to a report. Off er a quote for your press release. Be on hand for follow-up media interviews. Write a supportive op-ed.      