Transcript Communicating the Value of Your Research: How to convince your

Welcome to the
Mobility Colloquium
a monthly presentation sponsored by
Communicating the Value of Your
Research: How to convince your mom
that you contribute to society
Preliminary Conclusions from NCHRP 20-78
Communicating the Value of Research
Sponsored by TRB and AASHTO
Johanna Zmud, NuStats
Tim Lomax, TTI
Value of Research
Generates new knowledge
Leads to new products and process
Improves well-being of citizens
Still, transportation research programs and
projects can be tough sell. . . Even to your
mother
Communication Matters
Communication -- basis for decisions
about research
 Investment
 Adoption
 Implementation
Non or poor communication of “value” -major obstacle in securing research
funding
SAFETEA-LU case
Research in SAFETEA-LU
Funding for research programs 1% of
total funding
Factors that made a difference in
funding/not funding programs






Messengers
Coalitions
Reciprocity
Timing
Issue Positioning
The “Why”
More about the “Why”
Value of transportation research
measured in “good” that it does
 Audience -- decision-makers, elected &
appointed officials, media, and regular
people
 Anticipate, interpret, focus – key points
 Connect research investments to benefits
that matter -- social & technical “goods”
 “Earmarking” is a reflection of lawmaker
perception
How-To Communicate
NOT
Taking Communication
Seriously
Taking communication seriously means
 Part of research process
 Bringing decision makers and other
stakeholders into research process
 Building relationships that last beyond single
project
 Drawing on support of communication
specialists
 Building communication skills of researchers
 Providing resources to support and enhance
communication capacity of research team
7 Signs of Good Practice







Audience identified & understood
Research outcome linked to tangible
benefit
Two-way relationship with audience
Timing relevant – opportunistic & early
Broad coalitions built
Communication professionals
involved
Packaging fits purpose and audience
Major Conclusion:
Establishing and Communicating
Value is a Process
Context – Situation Analysis
Recognize that context matters.
Define relevant issue or need.
 Communication is response to situation.
Connect interests of audience with
the research.
 Its about the receiver and what they do.
Case study examples:
 Seismic Bridge Retrofit
 Mileage-based Fee Program
Strategy – How and What
for Whom
Define the “strategic space”.
 Coalesce strategy around a goal or vision.
 Provides structure for a common ground.
Understand value profile.




Who are audience(s)?
How do they determine or express value?
What are the value elements of the research?
Build long-standing two-way relationships.
Case study examples:
 ACS Lite
 Fiber Reinforced Polymer Bridge Deck
Content – What to Include
Develop accurate & appropriate
messages.
 Depends on both the context and
strategy.
Use multiple messaging tactics.
 Use logic, emotion, or credibility to get
the message across.
Identify “sticky” messages.
 Tailor to current concerns of audience.
Case study example:
 New Bridge Steel
Channels – Means of
Communication
Consider audience.
Tailor message and style to channel.
 Print, In-Person, Broadcast, Internet
or
computer-based.
Case study examples:
 Komen
 Mileage-based Fee Program
 Association of Fish and Wildlife
Agencies
Style – Look and Feel
Packaging matters.
 Design, Layout, Color
Consider non-graphic attributes.
 Timeliness, scope, insight; professionalism,
pride, confidence.
Build brand value.
 Symbolic embodiment; create associations
and expectations
Case study examples:
 Median Cable Barriers
 Komen
 St. Jude
Putting It All Together:
Example
Context

Globalization, Congestion, Safety
Strategy


Build a coalition of freight interests (Freight
Stakeholders Coalition)
Work with champion -- AASHTO
Content

Focused on issues of broad, current national
interest
Channels


In-Person (key stakeholder support)
Print (engaging summaries)
Style

Straightforward presentation of information (key
points; benefits; attractive one-pagers)
NCFRP
How to Convince your Mom,
Research Director or Legislative
Staffer
Know the context and problems
Develop communication strategy,
emphasizing relationships
Prepare messages salient to their values
Match channels and styles to interests,
needs and abilities
Communicate and reassess continuously