Communicating the Value of Transportation Research (2009) / Chapter Skim
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Pages 14-29
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From page 14... ...
"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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From page 15... ...
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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From page 16... ...
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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From page 17... ...
, 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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From page 18... ...
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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From page 19... ...
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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Content What Is Content? Whether preparing a research report, presentation, fact sheet, or news release or participating in a face-to-face meeting with your audience, think carefully about how you convey your message.
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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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From page 22... ...
Use Multiple Communication Channels
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From page 23... ...
While we discuss the concept of packaging more fully in the next section, it is important to note that the visual appeal of a message through type, graphics, and color will aff ect both the willingness of your audience to read a message and the rate it retains that message. "Printed materials in the forms of fact sheets or press packets provide appropriate talking points when discussing your project or program." "Face-to-face communication is the most immediate of all communication channels."
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Although broadcast media may be more immediate than written communication (the audience actually hears a voice or sees an image in front of them) , they are not as interactive as face-to-face communication or other oral channels.
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From page 25... ...
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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How Are Communication Channels Used Eff ectively? In a world where we are constantly bombarded with messages, it is important to have a communication strategy that is specifi c and goal driven.
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From page 27... ...
As the most visible aspect of this packaging, such physical features as design, layout, color, and typeface for printed materials aff ect how the audience perceives and values the message. How the message looks, feels, and sounds will infl uence every encounter between an audience member and the transportation research advocate.
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From page 28... ...
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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From page 29... ...
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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