Mobility Colloquium

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Welcome to the

Communicating the Value of Your Research: How to convince your mom that you contribute to society

Preliminary Conclusions from NCHRP 20-78Communicating the Value of ResearchSponsored by TRB and AASHTO

Johanna Zmud, NuStatsTim 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: NCFRP 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)

How to Convince your Mom, Research Director or Legislative Staffer

Know the context and problemsDevelop communication strategy,

emphasizing relationships Prepare messages salient to their valuesMatch channels and styles to interests,

needs and abilitiesCommunicate and reassess continuously