definitions
Dissemination is a term meaning communication, or a flow of information from a source. Dissemination is an active concept, where the information is tailored and targeted for an intended and identified audience. In contrast, communication which is passive , untailored and untargeted is defined as diffusion.
"Dissemination goes well beyond simply making research available through the traditional vehicles of journal publication and academic conference presentations. It involves a process of extracting the main messages or key implications derived from research results and communicating them to targeted groups of decision makers and other stakeholders in a way that encourages them to factor the research implications into their work." (Canadian Health Services Research Foundation)
"Knowledge exchange is collaborative problem-solving between researchers and decision makers that happens through linkage and exchange. Effective knowledge exchange involves interaction between decision makers and researchers and results in mutual learning through the process of planning, producing, disseminating, and applying existing or new research in decision-making." (Canadian Health Services Research Foundation)
dissemination strategies
The key aim for dissemination strategies is to transmit useful and useable knowledge to appropriate target audiences, including research communities, practitioners, the public, policy makers and regulatory bodies. Each of these target audiences has its own particular needs, creating the need for tailored and specific dissemination strategies.
According to the CHSRF, a dissemination strategy is an evolving plan begun in advance of a research program that aims to:
- extract clear, simple, and active main messages or key implications from research results;
- identify credible "carriers" of the message;
- pinpoint key decision-maker audiences for the messages; and
- develop ways to deliver the messages that are appropriate to the audiences being targeted and that encourage them to factor the research implications into their work.
Face-to-face communication is encouraged whenever possible.
"Sharing knowledge is not about giving people something, or getting something from them. That is only valid for information sharing. Sharing knowledge occurs when people are genuinely interested in helping one another develop new capacities for action; it is about creating learning processes."
Peter M. Senge MIT-based author, researcher & educator |
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About Dissemination and knowledge Transfer
Traditionally, research dissemination centres on the publication of results in peer reviewed journals. We now know that getting your results out there and used involves a great deal more. In addition to publications it includes tailored messages designed for specific audiences, media stories, conference and other presentations and personal approaches. Beyond dissemination there are other approaches, Linkage and Exchange models, involving potential users in the research, harnessing the power of networks, and using the skills of knowledge brokers to bridge the gap between users and producers of research.
Terminology in this field is inconsistent. Knowledge Translation, Knowledge Transfer and Exchange (KTE) and knowledge brokering are terms with overlapping meanings and developments which have blurred the boundaries between dissemination and targeted ways of increasing the uptake of research findings in policy, practice and service development.
This infoByte focuses on what researchers can do to promote their research. See the following for resources in related areas.
 Knowledge brokering resources
 Bibliography of research impact and knowledge transfer publications and resources
Dissemination and KNowledge transfer RESOURCES
 Canadian Health Services Research Foundation
Dissemination planning tool
Knowledge Exchange Yields Success (KEYS)
This guide by the Canadian Health Services Research Foundation is designed to help decision makers and researchers incorporate knowledge transfer and exchange into their work. There are specific tips and checklists for incorporating a knowledge transfer and exchange component into a research program or a request for funding.
Cooperative Research Centre for Aboriginal Health
Knowledge transfer tools and resources
Research Utilization Support and Help (RUSH)
This project of the National Institute on Disability and Rehabilitation Research (NIDRR) in the U.S. has gathered many resources on dissemination.
European Commission
Has a number of useful guides:
Guide to developing a Communication Strategy
Guide to the preparation of print publications
Agency for Healthcare Research and Quality
Dissemination Planning Tool: Exhibit A
This tool was developed to help researchers evaluate their research and develop appropriate dissemination plans, if the research is determined to have 'real world' impact.
Rural Health Research Gateway
Dissemination Research: A National Audience Toolkit for Rural Health Research Centers (2007). [PDF]
This US site includes strategies and tools for designing interventions to reach different target audiences and to promote knowledge driven rural health policies and programs.
Canadian Health Services Research Foundation
The premier site for innovative models of knowledge transfer, notably the Linkage and Exchange Model and Knowledge Brokering.
Sax Institute
Sax has adapted the Linkage and Exchange model in an Australian context.
Health Evidence Network, World Health Organisation
HEN provides syntheses of research to inform policy making.
Articles and reports
Knowledge Dissemination: Determining Impact
Molapo, D. 2007. Knowledge dissemination: Determining impact. IFLA Conference, Knowledge Management Workshop, Howard College Campus, University of KwaZulu-Natal , Durban , 17 August 2007.
Creation, manipulation, management and dissemination of knowledge cannot go on forever without determining what impact it is having on those who create it and those who use it. This paper explores methods of determining the impact of disseminated knowledge. It does this by first defining what knowledge is. This is followed by a discussion on different mediums through which knowledge may be disseminated. It then discusses two questions when do we know when to disseminate knowledge and how do we know when it has been disseminated. [Abstract precis by PHC RIS]
Knowledge transfer and exchange: review and synthesis of the literature (Open Access Journal)
Mitton C, Adair CE, McKenzie E, Patten SB, Waye Perry B. Knowledge transfer and exchange: review and synthesis of the literature. Milbank Q. 2007 Dec;85(4):729-68.
Knowledge transfer and exchange (KTE) is as an interactive process involving the interchange of knowledge between research users and researcher producers. Despite many strategies for KTE, it is not clear which ones should be used in which contexts. This article is a review and synthesis of the KTE literature on health care policy. [Abstract precis by PHC RIS]
Developing a Tool to Measure Knowledge Exchange Outcomes
Kelly Skinner. The Canadian Journal of Program Evaluation Vol. 22 No. 1 Pages 4973 ISSN 0834-1516 [PDF]
This article describes the process of developing measures to assess knowledge exchange outcomes using the dissemination of a best practices in type 2 diabetes document as a specific example. [Abstract precis by PHC RIS]
From Transfer to Transformation: Rethinking the Relationship between Research and Policy
PhD Thesis on knowledge transfer for Australian Health Policy by Brendan Gibson, Australian National University.
Building a culture of research dissemination in primary health care: the South Australian experience of supporting the novice researcher
Ried, K. Fuller, J. (2005). Building a culture of research dissemination in primary health care: the South Australian experience of supporting the novice researcher. Aust Health Review, 29 (1), 6-11.
PHC RIS research
 FOCUS on
Knowledge brokering
A PHC RIS publication giving an introduction to knowledge brokering
Sharing the Know-how: Knowledge Sharing between Divisions of General Practice
PHC RIS conducted a research project to explore how Divisions of general Practice staff shared knowledge within and between Divisions.
Lowcay B, Kalucy L 2003. Sharing the Know-how: Knowledge Sharing between Divisions of General Practice. Adelaide: Primary Health Care Research & Information Service.
Tips for sharing the know-how
A PHC RIS fact sheet based on the recommendations from our project 'Sharing the Know-how: Knowledge Sharing between Divisions of General Practice' and feedback from Division staff.
Australian General Practice Research: Investigators' experiences of diffusion, dissemination and implementation of research results
Beacham B, Hale M, Lowcay B, McIntyre E, Kalucy L 2003. Australian general practice research: Investigator's experiences of diffusion, dissemination and implementation of research results. A study of General Practice Evaluation Program (GPEP) Investigators' experiences and ideas Final Report. Primary Health Care Research and Information Service, Australia.
Evidence-based policy and practice: linking researchers and policy-makers to improve the use of health research (PHC RIS JournalWatch September 2001)
This issue of PHC RIS JournalWatch discusses the importance of linking researchers and policy-makers, to facilitate effective dissemination of research results, and to increase the influence of research results in policy-making. Drawing on recent examples from the peer-reviewed literature, this issue provides information for policy-makers, researchers whose results have policy implications, and funding bodies.
 PHC RIS JournalWatch September 2001 [156KB]
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