Disseminating research

Finalizing the dissemination plan

The dissemination plan developed by researchers and decision makers at the outset of the collaborative research program evolves as the program progresses. Once the results are in, the team works together to extract implications of the research for decision makers, develop key messages, and finalize other aspects of the dissemination plan in light of the research results. Click here for a guide on developing a dissemination plan.

Four key points reappear throughout the literature on effective dissemination of research results:

Target audiences should be identified and engaged early in the process to build their interest and give them a sense of ownership in the research program.
Messages should be clear, simple, action-oriented, and tailored for each audience based on what that audience wants to know, rather than on what the participants in the collaborative research program think they should hear.
Messengers or sources of the messages should be people or organizations that are credible and influential with each target audience.
Dissemination activities should be tailored to the preferences for receiving information of each target audience — face-to-face meetings for some, written reports for others, etc.

Discuss and develop key messages as a group to benefit from the perspectives of all team members.
All team members need a role in dissemination activities. Establish timelines and ensure members report back.
Dissemination is a process of several months, not a one-off task. Hold periodic meetings to assess progress and adjust activities as required.

Developing key messages and implications

Some factors to consider in developing effective key messages:

Effective key messages explain what the research results mean, why they are important, or what action should be taken as a result. They are not simply a summary of the results themselves.
The tone, content, and language of a key message need to be appropriate for the intended audience.
Because the results of a single study can differ from the body of research on a particular issue, it can be helpful to include the context as part of the message — how these results fit with the body of related research.
Messages in the form of "ideas," not "data," influence decision-making the most — over time, ideas enlighten decision makers about an issue and how to handle it.

Implementing the dissemination plan

Participants in collaborative research often underestimate the time and resources required to implement the dissemination plan. Depending on the plan's complexity, dissemination activities can take several months or more than a year.

Ongoing meetings of the collaborative research team are required to assess progress in dissemination activities, discuss how the dissemination effort is being received, and make adjustments as needed.

Did decision makers and researchers on the team jointly develop and agree on key messages from the research results?
Have you reviewed and finalized the dissemination plan?
Do all team members have dissemination tasks and timelines?
Is the budget allocated appropriate to the activities being undertaken?
Are team meetings planned to report on and assess effectiveness of your dissemination activities?

For more information

The Foundation's Communication Notes:

Communications Primer
Workshops on plain-language writing
"Knowledge Transfer: Looking Beyond Health" has several good tips and ideas on dissemination from perspectives outside the health sector.
"How Can Research Organizations More Effectively Transfer Research Knowledge to Decision Makers?" J Lavis, D Roberston, J Woodside, C McLeod, J Abelson
A guide to working with the media is available on the Canadian Institutes of Health Research's web site at http://www.cihr-irsc.gc.ca/e/2169.html.

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