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Communicating the Value of Research: Contractor's Final Report (2009) / Chapter Skim
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Pages 84-96

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From page 84...
... NCHRP 20-78: Final Report Page 84 CHAPTER 5: ANALYSIS OF THE COMMUNICATIONS PROCESS Introduction The goal of Task 5 was to develop a strategic communications plan or process that describes the key elements for communicating and selling the value of transportation research In this chapter, we present our analysis of the communications process and the conclusions from which the guidebook on Communicating the Value of Transportation Research was developed. Advancing and Communicating Value Transportation research programs and projects can be a tough sell.
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From page 85...
... NCHRP 20-78: Final Report Page 85 important than the inner layers of communication channels and style. The paragraphs below explain each of the elements of the Figure 5-1 funnel.
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From page 86...
... NCHRP 20-78: Final Report Page 86 influenced and what their values are – value profiles. The value profile identifies the criteria the audience will use to evaluate the exchange of information.
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From page 87...
... NCHRP 20-78: Final Report Page 87 to-face communications. Personal channels were also integral to building Congressional support for the National Cooperative Freight Research Program (NCFRP)
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From page 88...
... NCHRP 20-78: Final Report Page 88 Case Study Syntheses Table 5-1 presents a synthesis of the communication process elements related to the seven case studies conducted in Task 4 as well as to the passage of SAFETEA-LU (Task 2)
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From page 89...
... NCHRP 20-78: Final Report Page 89 Table 5-1: Case Study Synthesis Case Study Context Strategy Content Channels/Style SAFETEA-LU Issue to sell: The value of maximizing the transportation research component of SAFETEALU. SAFETEA-LU reauthorization debate took place over 2 years and 12 extensions – long enough for significant issues to percolate until time of action by Congress.
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From page 90...
... NCHRP 20-78: Final Report Page 90 Case Study Context Strategy Content Channels/Style 3-California Seismic Bridge Retrofit Program Issue to sell: The value in diverting funding from existing transportation programs to support new research on seismic retrofit treatments for bridges. Research-confirming events (earthquakes)
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From page 91...
... NCHRP 20-78: Final Report Page 91 Case Study Context Strategy Content Channels/Style 5-Missouri Statewide Installation of Median Cable Barriers Issue to sell: The value of statewide installation of median cable barriers. MoDOT focus on a statewide solution to a specific crash type; new focus on safety  Frame issue as a statewide problem and new and noteworthy solution  Install at test sites that can be references of success  Continuous and unashamed advocacy  Target information to audience -- keep it short and concise and use graphics  Promote early research findings and use test sites as success stories  Promote new installations to generate visibility, interest and demand  Allow time for questions to learn what is important to audience  Personal contact: New director, with a focus on "saving lives" (personal interest)
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From page 92...
... NCHRP 20-78: Final Report Page 92 Audience Information Needs and the Communication Process Findings from the case studies were consistent with the information that was developed in the Task 1 and Task 2 interviews. The interviews conducted in Task 1 were used to abstract the information needs (i.e., content preferences)
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From page 93...
... NCHRP 20-78: Final Report Page 93 o Promote interactive communications: Listen, observe, evaluate, and respond.  The content o Develop communication messages; tailor the messages to the audience and their technical levels.
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From page 94...
... NCHRP 20-78: Final Report Page 94 Table 5-2: Summary of Audience Interviews (Task 1) Audience Content Channels Style Congressional Members  Research contributes to important problem being solved  Up-front benefits to the constituency of the decision makers.
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From page 95...
... NCHRP 20-78: Final Report Page 95 Table 5-3: Summary of Interviews with Transportation Research Program Managers (Task 2) Research Program Content Channels Cooperative Research Program  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 96...
... NCHRP 20-78: Final Report Page 96 Research Program Content Channels Industry Association  Compelling statement with a champion to deliver it  Describe transportation research landscape, outline past accomplishments, what could be done, recommend funding levels  Tell a story to put the issue on the table -- about the problem, needs, cost, and timeframe  Success stories; specific examples  The "value" (mainly cost savings) that have come from past research  Keep message simple -- Use language people can understand  Push for a single, unified agenda.
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