Guidelines for Quantifying Benefits of Traffic Incident Management Strategies (2022)

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41   TIM Analysis Step 4—Report and Communicate Results The analysis is complete, and now is the time for findings to be documented and communi­ cated to the relevant stakeholders. When reporting results, be sure to review and meet the needs for desired products defined in step 1 of the evaluation. Keep in mind three considerations: • Craft communications products with the target audience in mind. • Place findings in the context of the problem. • Employ data visualization to make information memorable. Each of these considerations is discussed further in this chapter. Craft Communications to Target Specific Audiences TIM programs will be stronger when the benefits and value are brought to the attention and awareness of those within the TIM program, the transportation agency, TIM partners, policy­ makers, legislators, news organizations, and the general public. Each of these constituencies will have different information needs and levels of interest in understanding technical data versus broad strokes of information. Products such as videos, briefing slides, pamphlets, and reports will be most effective if developed and matched to the intended audience(s). Be sure to link analysis findings to tangible benefits that resonate with the target audience and what is most important and pressing from their perspective. Following are three examples of linking analysis findings to best resonate with a specific audience: • If the focus from the transportation agency is on corridor mobility for truck traffic, provide greater visibility and “real estate” in the product highlighting mobility benefits. • Leading with safety benefits from the TIM activity may be most effective and visceral for the first responders and the traveling public. • Funding decision­makers may best be served by emphasizing the monetary benefits of the overall program compared to program costs, followed by increasing the value of TIM in future years as traffic demand increases. Efficiencies achieved in the use of equipment and staff resources may also be of higher value for this audience. Understanding the target audience is essential for effectively communicating TIM program value. To be sure, the above does not imply that only one aspect of benefits accrued from TIM activity should be shared, but rather than sharing all results indiscriminately, specific benefits are put front and center first. Put Benefits into Context to Enhance Understandability When delivering key messages, be sure to put benefits in the context of the problem that the TIM activity intends to affect. Presenting quantified and monetary outcomes is not sufficient. Clarify the magnitude of the problem and the extent to which the TIM activity mitigates this C H A P T E R 6

42 Guidelines for Quantifying Benefits of Traffic Incident Management Strategies problem. An effective product will convey the purpose, scope, timeframe, data sources, along with a clear result interpreted for the audience. The reporting may also include details on assumptions, estimations, and recommended next steps. Consider simplifying outcomes so that they may be more easily understood. For example, the number of minutes a typical commuter on the facility may save (delay reduction) over a year may provide greater context than only providing the total delay reduction for a complete network. Finally, consider presenting outcomes through the lens of memorable and significant events. For example, if the region has recently experienced a major traffic incident, consider framing results in the context of this incident and how TIM would or did make a difference. Using Data Visualizations to Communicate Results Visual representation of data is a powerful tool to make a message memorable. Data visuali­ zations prove the maxim that “a picture is worth a thousand words.” The traditional graphics such as line, pie, and bar charts, or more complex graphics, such as three­dimensional and heat maps, are clear and effective means of communication in a written report but are potentially forgettable for public outreach. On the other hand, a dashboard that compiles many charts may indeed prove most effective in communicating complex information to transportation agency managers. The use of infographics has become far more accessible, and there are many reasons to use infographics to present the findings from the TIM evaluation. Infographics can easily catch the targeted audiences’ attention, create program awareness, make content more understandable, and reflect a high expertise level within the agency. A number of free or low­cost tools can quickly, typically within a few hours, help an analyst create novel infographics that help tell the story for TIM benefits.