In a Word The volume of research greatly exceeds its application in practice. Researchers must pay greater attention to the production of their research findings in a flexible range of formats in recognition of the varied needs of consumers.
Knowledge Increases by Diffusion and Grows by Dispersion
Research is about both generation and dissemination of findings. In spite of this, disseminating research findings has often been an afterthought in busy research agendas. When the funding of a research program is considered, insufficient time and money are set aside to link research to practice. And, if efforts have in truth been made to incorporate dissemination into the earliest stages of planning, experience reveals that matching the research design to the characteristics of intended users is not easy. No matter what, research findings will simply not be used if the latter are ignored. And so, willy-nilly, research institutions have come to agree that they must find ways to relate research findings to practical applications in planning, policy making, program administration, and delivery of services. There is evidence that they are becoming better at this: some pay attention to the production of research findings in a wide range of formats in recognition of the variety of users. Notwithstanding, while important initiatives undoubtedly exist, research findings still do not inform practice to the extent that they should. For each research agenda, this calls for a dissemination policy, a dissemination plan, and a dissemination strategy. Dissemination tactics will then come into play.
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Articulating a Dissemination Policy
A dissemination policy is the expression of a research institution’s mission and values to its staff members and to the public. It establishes a common vision and the values and measures that will be engaged to achieve accessibility to information content. A dissemination policy can be an effective and economical instrument that links research to practice: rarely do research institutions explain how efforts at dissemination will be tied to utilization.
Drawing a Dissemination Plan
The most successful dissemination processes are usually designed before the start of a research agenda. Dissemination should produce a response—utilization of the research findings—on the part of users. In drawing a dissemination plan, researchers should consider at least the following major elements:
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Impact and Outcomes What is the desired impact of dissemination?1 What outcomes does the dissemination plan aim to accomplish? In what ways will users benefit?
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Users Which users are most affected by the research? Which would be most interested in learning of the research findings? What are their scope and characteristics?
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Information Content Does the information content match the users’ expressed informational needs? Does the comprehension level required to understand the information content match the characteristics of the users? Is the information content reviewed through a quality control mechanism to ensure accuracy and relevance?
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Medium What is the most effective dissemination method to reach each user group? What resources does each group typically access? What capabilities does each group have?
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Execution When should each aspect of the dissemination plan occur? Who should be responsible for dissemination activities?
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Obstacles What potential obstacles may interfere with access to or utilization of the research findings by each user group? What actions could be developed to overcome these obstacles?
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Accomplishment How will accomplishment be described and measured? If data is to be gathered, who will gather it?Table. Characteristics of an effective dissemination plan1The plan orientates itself to the needs of the users. It relies on appropriate form, language, and information content levels2The plan incorporates various dissemination methods, such as written, graphical, electronic, and verbal media. The methods include research summary documents; press releases; media coverage; flyers, posters, and brochures; letters of thanks to study participants; newsletters to study participants; events and conferences; and seminars. Each method calls for its own format and means of dissemination and includes both proactive and reactive channels—that is, it includes information content that users have identified as important and information content that users may not know to request but are likely to need. The dissemination methods are more likely to succeed when their packaging and information content has been influenced by appropriate inputs from the users3The plan draws on existing resources, relationships, and networks to the maximum extent possible. It also builds the new resources, relationships, and networks needed by users4The plan includes effective quality control mechanisms to ensure that the information content is accurate, relevant, and representative5The plan establishes linkages to resources that may be required to implement the information content, e.g., technical assistance
Dissemination processes based on mechanical, one-way flow of written information have not been successful in encouraging adoption and implementation of research findings.
Developing a Dissemination Strategy
A dissemination plan outlines basic elements that must be implemented. A dissemination strategy can be understood in terms of how a research institution will address particular issues to ensure that dissemination leads to utilization. The most successful dissemination strategies will be broad based and formulated so that the unexpected does not cause the dissemination plan to fail. The major issues related to a dissemination strategy include:
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Users Is the readiness of the users to change limited? Are there needs for widely divergent formats and levels of information content? Is the number of trusted information sources limited?
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Source Is the credibility of experience limited? Is the level of perceived competence low? Is the motive suspect?
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Information Content Is confidence in the quality of research and its methodology low? Is the credibility of outcomes limited? Is the utility and relevance of the information content unclear? Are there cost implications to access to information content? Is the format of the information content nonuser friendly?
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Context Are there competing research findings? Does the general economic climate or circumstances favor adoption of research findings? Can the research findings find practical application in the field?
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Medium Is the information content clear and attractive? Is the dissemination method flexible and reliable? Is the dissemination method cost-effective? Are the time frames required to access the information content lengthy?
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Applying Dissemination Tactics
Strategy is the overall effect one wishes to create; tactics are the method by which one wishes to achieve that effect. Dissemination tactics can be basic or advanced depending on the scale and complexity of the dissemination plan.
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