Communicating the Value of Transportation Research (2009) / Chapter Skim
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NCHRP Report 610: Communication Matters Guidebook
NCHRP Report 610: Communication Matters Guidebook
Pages 1-62
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Communicating the Value of Transportation Research Communication Matters NCHRP REPORT 610 National Cooperative Highway Research Program TRANSPORTATION RESEARCH BOARD OF THE NATIONAL ACADEMIES Guidebook
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Army Corps of Engineers, Washington, DC Matthew Welbes, Executive Director and Acting Deputy Administrator, Federal Transit Administration, U.S.DOT Transportation Research Board 2009 Executive Committee (Membership as of February 2009)
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Paasche, NuStats LLC Mia Zmud, NuStats LLC Timothy J Lomax, Texas Transportation Institute Joseph Schofer, Northwestern University Judy Meyer, Public Information Associates Guidebook Subject Areas Planning and Administration Transportation Research Board Washington, D.C.
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The Transportation Research Board of the National Academies, the National Research Council, the Federal Highway Administration, the American Association of State Highway and Transportation Offi cials, and the individual states participating in the National Cooperative Highway Research Program do not endorse products or manufacturers. Trade or manufacturers' names appear herein solely because they are considered essential to the object of this report.
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Klein, Research and Innovative Technology Administration, Washington, DC Ann M Overton, Virginia DOT, Charlottesville, Virginia Calvin Roberts, Michigan DOT, Lansing, Michigan Beverly Sauer, Georgetown University, Washington, DC Jonathan Upchurch, National Park Foundation, Grand Canyon, Arizona Marci Kenney, FHWA (retired)
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By informing policies and bringing new technologies to the forefront, such research creates extraordinary benefi ts for society, increasing both our productivity and standard of living. Properly packaging a research report alone will not ensure implementation or further research funding for follow-up studies.
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Some still believe research is best communicated at the end of a project and that communication is a costly and complicated venture. The information in this guidebook will show you how incorporating a basic communication strategy into your research process can make that process easier, and that by following this practical advice, you can increase the likelihood of your research accomplishing your desired goal.
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Chapter 3: Planning & Evaluating Your Research Communication looks at two important elements of the communication process -- planning and evaluating your communication eff orts. Chapter 4: Putting It All Together: Communicating to Specifi c Audiences provides examples of how to communicate with audiences that matter to transportation researchers: legislative leaders and their staff , research peers, transportation policy and program offi cials, the news media, and the public.
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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.
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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.
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In the next chapter, we present the key elements of the communication process. The opportunities to apply these good practices will become readily apparent.
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"Successful communication sends the right message in the right medium. It also uses the appropriate messenger to deliver the message to the proper audience." The Communication Process2Chapter Communicating value means helping your audience realize the benefi t of your research and return on investment.
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Where appropriate, leverage current events as jumpingoff points for introducing your research and why it matters. Communication Process Success in communicating value starts with identifying the "issue to sell." This guidebook is concerned with how transportation professionals communicate (or sell)
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How you identify the problem makes all the diff erence in how people view your research and its products. For example, in the Oregon Mileage Fee Concept and Road User Fee Pilot Program case study, a key element of the program's success was helping the public understand the context of the problem, so the fee program could be approved.
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, you may need to reconsider your research context: sometimes you need to rethink how you talk about an issue. California Seismic Bridge Retrofi t Program In the California Seismic Bridge Retrofi t Program case study, the catalyst that motivated the research and defi ned its value was the problem of earthquakes and the threats they present to life and safety.
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This required attracting their attention, persuading them that a research project or program deserved funding, and convincing them to take action. For example, in the Virginia Bridge case study involving a fi ber-reinforced polymer deck, external communication conducted by Virginia Transportation Research Council public aff airs staff was as important as the interagency communication in helping to secure the Innovative Bridge Research and Construction grant dollars from the Federal Highway Administration to help fund the research.
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In the National Cooperative Freight Research Program (NCFRP) case study, the main strategy for bringing national attention to freight issues was through the formation of the Freight Stakeholders Coalition (FSC)
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Even if your material has great organization and is well written, it will not have the desired impact on your target audience if it fails to contain the right information. The content of your messages will not stand alone.
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Pretesting allows you to determine whether your communication materials are suitable for and understood by your target audience and whether they evoke the intended reaction, and to revise the concepts and approach, if they seem unlikely to produce the desired results. Pretesting can be done formally through focus groups, or informally by asking fi ve or six representatives from each target audience group, stakeholders representing your audience, or one or two technical experts for their opinions on the following information: General understanding of the information, including technical level.
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Use Multiple Communication Channels
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Based on your communication goals and the characteristics of each channel, you may decide to select only one channel or incorporate a variety of channels into your communication planning. Each of the channels are described below to help guide this decision-making process.
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It may also provide the audience with a literal picture of the need for change and put a face on the problem or solution at hand. Through an interesting mix of vocal, visual, and audio cues, messages may come to life for the target audience who views them.
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From Wikis to blogs to online expert discussion panels, transportation research programs are incorporating Web 2.0 technologies into their programs as important communications and collaboration tools. Work with your agency's Public Information Offi cer or communication professionals to fi nd the right fi t for the following Web 2.0 technologies in your research program communication plans: Blog -- Short for web log, a type of website that hosts discussions by one or several people known as bloggers.
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Consistent and continuous communication will help develop a solid knowledge base among your target audience. With these considerations in mind, you can make sound choices regarding the logistics, frequency, content, and duration of your communication throughout the research process.
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We expect news anchors to have a serious demeanor when discussing a crime or tragedy, and we expect sportscasters to be energetic and upbeat in their reports. The same is true when you plan and deliver your research communications.
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Keep these signs of good graphics in mind as you use these elements to convey data to your audience. Source: Transportation Research Record: Journal of the Transportation Research Board, No.
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You can get ideas for color schemes and graphic design by using the templates included in most design or presentation software. Also, look at web sites for other projects or programs, listen to other speakers or seek advice from those Oregon Mileage Fee Concept and Road User Fee Pilot Program The Oregon Road User Fee Pilot Program generated a large amount of national and international interest.
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Communication Planning Transportation researchers are recognizing the importance of communication throughout the research process and that doing so includes more than disseminating research fi ndings in a report when they complete a project. A well-designed communication process and structure can improve outcomes.
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Seriously considering communication during the research process means strengthening your communication skills, through guides such as this one, and seeking the help of communication professionals. Strategic communication decisions made early in the research process provide the basis for a successful communication plan and implementation eff ort.
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If part of a broader initiative, indicate that.] Target Audiences [List whom you want to reach, their primary interests, and your call to action (your objective in reaching them)
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Install median cable barriers statewide. Oregon Mileage Fee Concept and Road User Fee Pilot Program A more equitable and effi cient way to collect road user fees to maintain, preserve, and improve Oregon's highways that is acceptable to the public.
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Conduct Budget-friendly Informal Evaluations In the planning stages of your research, when you are determining the context in which to present the study, look for current trends in the fi eld and the events of target communities and audiences. This provides a strong foundation for your communication planning, based on the values of the target audience.
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Pretests help ensure the cultural and social acceptability of the content, channel, and style of the message. This cultural consideration directly impacts the communication channels that you will use.
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Keeping track of lessons learned is valuable for your future eff orts, and it also allows you to be a resource for other transportation researchers. Using Evaluation Eff ectively Have clear and realistic goals.
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Even communication with the best intentions can fail if it is directed toward the wrong audience, so placing yourself in the shoes of the audience and speaking to it from its point of view, in understandable language and with its needs and wants in mind, are important steps to take when creating strategic communication plans. This chapter outlines several audience categories vital to advancing transportation research.
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Eff ective communication with program managers can also lead them to adopt your tested methods or products, so keeping this audience updated on your fi ndings should be a priority of your communication plan. Communication Process Table 2: Key Audiences for Transportation Research Audience Potential Communication Objectives Benefi ts of Communication Research Program Managers Ensure continued funding and support.
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Style: Bulleted summaries of research fi ndings are useful, but your document should also make complete research reports accessible to program managers by including references to any published fi ndings and by listing your current contact information in the summary. Communication with program managers and research peers is often direct and professional.
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By developing an ongoing relationship with them, you will have greater access and credibility, and your relationship will be well established by the time they are asked to weigh-in on authorizing or funding your program. Applying the Communication Process Context: Elected offi cials have constituencies.
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Also, if you have a newsletter, ask if you can add elected offi cials to your mailing list to help keep them informed on the issues important to transportation researchers. Style: When communicating with elected offi cials, keep it brief.
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The group had considerable experience communicating with government leaders, and it joined with the American Association of State Highway and Transportation Offi cials (AASHTO) to push for the National Cooperative Freight Research Program.
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Whether related to saving lives or saving fuel, tying research programs to real people helps to improve your message. Link to current events.
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Important decision makers from the American Iron and Steel Institute, the Federal Highway Administration, U.S. Steel Corp., and others lent their monetary and personnel to support the product.
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Communication Process Guidelines on News Release Content Your communication professional or public aff airs staff will know the "ins and outs" of the format for writing and delivering a news release, and will work with you on the content. Keep these guidelines in mind as you assist them in writing a news release about your research: Identify the goal of the news release, then the audience before you consider the key messages or content.
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Missouri Statewide Installation of Median Cable Barriers Case Study The Missouri Department of Transportation (MoDOT) made great use of communication with the media to gain acceptance for statewide median cable barriers.
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Consult with communication experts to help develop appropriate images for your needs. Communication Process
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Source: National Sciences and Engineering Research Council of Canada, "Communicating Science to the Public: A Handbook for Researchers." Oregon Mileage Fee Concept and Road User Fee Pilot Program Case Study In 2001, the Oregon legislature appointed a Road User Fee Task Force to investigate ways to design a method of revenue collection that could replace the fuel tax as a long-term, stable source of funding for Oregon's road system. The legislature developed a user fee -- specifi cally a mileage fee based on vehicle miles traveled.
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Guidebook Transportation Case Studies 45 Transportation Case Studies1Appendix Case Study 1: Adaptive Control Software (ACS) Lite Case Study 2: Northwestern University New Bridge Steel Case Study 3: California Seismic Bridge Retrofi t Program Case Study 4: Virginia Fiber-Reinforced Polymer Bridge Deck Case Study 5: Missouri Statewide Installation of Median Cable Barriers Case Study 6: Oregon Mileage Fee Concept and Road User Fee Pilot Program Case Study 7: National Cooperative Freight Research Program These are condensed from the full case studies presented in the fi nal report for NCHRP Project 20-78, "Communicating the Value of Research," published as NCHRP Web-Only Document 131.
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The Federal Highway Administration (FHWA) /Turner-Fairbank Highway Research Center embarked on research to improve traffi c signal control.
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Additional methods of communication included media coverage generated by news releases and more comprehensive stories from the public relations unit at Northwestern University, and written papers and reports in scholarly, professional, and trade publications. While the implementation of research results was successful, this case study illustrates the challenges involved in changing practices within an established fi eld.
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California Seismic Bridge Retrofi t Program3Case Study Value to Sell: Th e life safety benefi ts expected from incremental research on seismic retrofi t methods.
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VTRC wanted to show how VDOT could use FRP as a lightweight bridge deck in the rehabilitation of the Hawthorne Street bridge and how it could deploy the material in similar future cases. The positive and informative external communications VTRC and VDOT provided after completing the project also helped the public and policy makers understand the multifaceted research and materials involved in the project.
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Actively pursing other channels of communication, such as webinars and web conferences, helped to further increase awareness of the program. Missouri Statewide Installation of Median Cable Barriers5Case Study Value to Sell: A statewide solution to prevent a specifi c crash type.
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If attending a meeting in person was not an option, the public could become educated through reports by the media, news articles, and radio interviews. Oregon Mileage Fee Concept and Road User Fee Pilot Program6Case Study Value to Sell: A more equitable and effi cient way to collect road user fees that is acceptable to the public.
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In recent years, the globalization of the industry and the increased demands on the movement of goods has heightened the public's interest in freight issues. In response, the National Cooperative Freight Research Program (NCFRP)
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Komen for the Cure® Best Practice 3: Consultative Group on International Agriculture Resources Best Practice 4: Association of Fish and Wildlife Agencies These are condensed from the full best practices review presented in the fi nal report for NCHRP Project 20-78, "Communicating the Value of Research." Guidebook Non-Transportation Best Practices 55
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Communication Approach Communication at St. Jude is centralized, but compartmentalized.
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Some volunteers are involved in Komen's Champion for the Cure, which is a subunit of Komen that works to educate elected offi cials and Congress about breast cancer research and issues. Communication Approach Komen relies on its grassroots advocacy network to disseminate information to all audiences with whom it communicates.
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This is particularly true for one particular audience -- policy makers and offi cials -- with whom CGIAR judiciously uses personal contacts to address this issue. Another challenge cited by CGIAR is that written communications often go unread, no matter how they are distributed.
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In 2000, AFWA eff orts included passage of the Wildlife Conservation Restoration and State Wildlife Grants Programs. In April 2006, when a massive cut threatened the State Wildlife Grants Program, the association led an intensive fi ve-week campaign of grassroots leadership and media to help restore program funding in the Senate.
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and Barbara T Harder, NCHRP Synthesis of Highway Practice 280: Seven Keys to Building a Robust Research Program, Transportation Research Board, National Research Council, Washington, D.C., 1999, p.
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