Communicating the Value of Transportation Research (2009) / Chapter Skim
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Pages 37-48
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From page 37... ...
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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From page 38... ...
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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From page 40... ...
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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From page 41... ...
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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. National Cooperative Freight Research Program Case Study The Freight Stakeholders Coalition (FSC)
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Because PowerPoint presentations often need to function as stand-alone presentations, they must be clear and make good use of visuals and graphics. Papers and reports in scholarly, professional, and trade publications can target prospective implementers.
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By developing a relationship with the media from the start, your relationship will be well established by the time you are ready to present your fi ndings and implement your programs. Northwestern University New Bridge Steel Case Study Communicating with policy makers was essential to gaining acceptance of using Northwestern University copper steel in bridge construction.
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From page 45... ...
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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From page 46... ...
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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From page 48... ...
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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