Communicating the Value of Research: Contractor's Final Report (2009) / Chapter Skim
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Pages 6-14
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From page 6... ...
NCHRP 20-78: Final Report Page 6 CHAPTER 1: AUDIENCE IDENTIFICATION AND RESEARCH-RELATED INFORMATION NEEDS AND COMMUNICATION PRACTICES Introduction This chapter addresses the objectives of Tasks 1 and 2 of this research effort. First, we identified the audiences of transportation research communication and those who need a better understanding of the value of transportation research (e.g., legislators, state departments of transportation, and the media)
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From page 7... ...
NCHRP 20-78: Final Report Page 7 We conducted outreach within the transportation research community and honed our target audiences and gathered intelligence on their needs and preferred communication modalities. In this task, we were interested in casting as wide a net as possible to ensure that we had identified all important decision makers and consumers, desired outcomes, and value propositions.
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From page 8... ...
NCHRP 20-78: Final Report Page 8 Table 1-1 presents information needs, preferred information formats, and preferred communication modalities of target audiences for research-related communications, such as Congressional members and staffers, State DOT Executives, Public Information Officers, and implementers. Table 1-2 contains the variety of communications approaches and messaging strategies that have been used by persons responsible for justifying or maintaining research programs.
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From page 9... ...
NCHRP 20-78: Final Report Page 9 Table 1-1: Audience Information Needs/Format and Preferred Communication Modalities Audience Information Needs Information Format Preferred Communication Modalities Congressional Members Important problem to be solved; research can contribute to solving the problem. Explain the up-front benefits to the constituency of the decision makers.
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From page 10... ...
NCHRP 20-78: Final Report Page 10 Audience Information Needs Information Format Preferred Communication Modalities State DOT Public Information Officer (PIO) Demonstrate how research is looking at innovative methods to save lives, conserve fuel, and increase efficiencies.
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From page 11... ...
NCHRP 20-78: Final Report Page 11 Table 1-2: Communications Approaches and Messaging Strategies of Transportation Research Program Managers Research Program Communications Approaches Messaging Strategies Cooperative Research Program Anecdotal success reports (case studies) http://www.tfhrc.gov/pubrds/marapr98/shrp.htm Showcase research results; disseminate research impacts; process driven by customer needs with established program input channels from state DOTs (particularly chief engineers)
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From page 12... ...
NCHRP 20-78: Final Report Page 12 Research Program Communications Approaches Messaging Strategies Industry Association Media, Website, annual meetings, networks, position papers. Face-to-face meetings with members of Congress or their staff face-to-face; provide information -- there is no substitute for this.
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From page 13... ...
NCHRP 20-78: Final Report Page 13 Persons Interviewed William Buechner, Vice President Economics and Research, American Road and Transportation Builders Association Nicole Burris, CTC, Deputy Director, North Carolina DOT Communications Office Pat Casey, CTC, Communications Consultant to Wisconsin DOT Rod Diridon, Executive Director, Mineta Transportation Institute, San Jose State University Richard J Dolesh, Director of Public Policy, National Recreation and Park Association Keith Esparros, Assistant News Director, NBC 4 (Los Angeles)
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From page 14... ...
NCHRP 20-78: Final Report Page 14 Bill Reichmuth, Chair of American Public Works Association's Transportation Committee and also Director, Planning, Engineering & Environmental Compliance, City of Monterey, CA Robert Reilly, Retired Director, National Cooperative Highway Research Program Shelley Row, Intelligent Transportation Systems, U.S. Department of Transportation David Schulz, founding Executive Director, Northwestern University's Infrastructure Technology Institute Neil Schuster, President and CEO, Intelligent Transportation Society of America Jonathan Upchurch, former Congressional staffer, currently, National Park Transportation Scholar, National Park Foundation Eric Weiss, Transportation Reporter, Washington Post
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