Communicating the Value of Transportation Research (2009)

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Guidebook Introduction 1 The need for transportation research can be a tough sell to policy makers and the public. Many in the transportation community regard the lack of awareness and knowledge of the value of such research as a major obstacle to securing adequate funding for further advances in safety, mobility, and infrastructure. Most people conceptually grasp the value of research and its results, but this awareness does not always lead to support for innovations or implementation of new technologies— particularly those that take years to develop. Today’s climate of tough decision-making, tight budget cycles, and limited funding demands immediate results. The approval process for new or continuing research projects requires that we clearly communicate how these innovations will be applied and how they will aff ect Americans’ lives now and in the future. Research $upport Convey Value Conduct Research If you are reading this guidebook, you likely are a transportation researcher, research manager, or someone who uses research fi ndings to make decisions and get results. You recognize the vital role research plays in our national transportation system. Your work provides solutions so we can reduce congestion, build better and safer roads for drivers and pedestrians, and increase the service life of bridges. By informing policies and bringing new technologies to the forefront, such research creates extraordinary benefi ts for society, increasing both our productivity and standard of living. Properly packaging a research report alone will not ensure implementation or further research funding for follow-up studies. Eff ectively communicating both the results and return on investment of a single project or an entire program remains a major challenge for transportation research organizations at all levels. The time is long past when the value of the research will simply sell itself with no additional eff ort. “Th e time is long past when the value of the research will simply sell itself with no additional eff ort.” Introduction Successfully conveying the value of research can contribute to ongoing future support.

2 GuidebookCommunicating the Value of Transportation Research Among the resources developed under the National Cooperative Highway Research Program’s (NCHRP) Project 20-78, “Communicating the Value of Research,” this guidebook will advise transportation researchers, planners, managers, and others how to overcome communication challenges. Some still believe research is best communicated at the end of a project and that communication is a costly and complicated venture. The information in this guidebook will show you how incorporating a basic communication strategy into your research process can make that process easier, and that by following this practical advice, you can increase the likelihood of your research accomplishing your desired goal. Successful communication of research results is not merely a matter of modifying the skill sets of research directors and their scientists. Transportation engineers and researchers will not become trained professional communicators after reading this guidebook. Rather, it off ers a blueprint for integrating communication throughout the research process and introduces new ways of thinking about it. This guidebook stresses the importance of adopting a principle of continual communications throughout the research process. This means integrating communication at the beginning of your research planning and involving others in each step. Incorporating communication produces important assets that complement the research results: building public trust, strengthening credibility, and inspiring positive action. Why You Want to Read This Guidebook “Th e information in this guidebook will show you how adopting a principle of continual communications throughout the research process can increase the likelihood of your research accomplishing your desired goal.” NCHRP Project 20-78, “Communicating the Value of Research,” consists of three interconnected information materials: an overview, this guidebook, and a workshop.

Guidebook Introduction 3 Chapter 1: Signs of Good Communication Practices presents the seven signs of good communication practices. These were drawn from our examination of the best practices both inside and outside of the transportation community. Chapter 2: The Communication Process examines why communication matters and explores the process for planning, talking, writing, and creating. This is what most people have in mind when they think about communication. Chapter 3: Planning & Evaluating Your Research Communication looks at two important elements of the communication process—planning and evaluating your communication eff orts. Chapter 4: Putting It All Together: Communicating to Specifi c Audiences provides examples of how to communicate with audiences that matter to transportation researchers: legislative leaders and their staff , research peers, transportation policy and program offi cials, the news media, and the public. Appendix 1: Transportation Case Studies contains seven transportation case studies that illustrate these good communication practices. They were compiled during the research we conducted in creating this guidebook. Appendix 2: Non-Transportation Best Practices presents brief summaries of four non-transportation organizations whose approach to communicating the value of their research illustrates good practice. How the Guidebook Is Organized Several features in this guidebook will make using it more effi cient. Boxes on the sides or bottom of the page provide practical advice, templates, and case-study examples. Look for the following: Summarizes key points drawn from the text discussion. Highlights a case-study application of the text discussion—drawn from one of seven transportation case studies included in Appendix 1. Provides examples or templates, such as how to write a one-page project description. Extensive research and examination of communication best practices, both within and outside of the transportation community, formed the basis of this guidebook. From this work, we gleaned practical tips, a model process, case studies, and examples of good communication methods that all transportation researchers can use. This guide will explain the process so you can master how to communicate when it really matters. The book is organized into the following four chapters and two appendices: