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
- 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 |
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. Adelaide: Primary Health Care Research & Information Service.
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About Dissemination
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, use of on-line media 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 translation and exchange for health policy
Knowledge management
Dissemination RESOURCES
Developing an Effective Dissemination Plan
A how and why of Dissemination planning
Research Utilization Support and Help (RUSH)
This project of the National Institute on Disability and Rehabilitation Research (NIDRR) in the US 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
Communicating science: A scientist's survival kit
Dissemination Planning Tool: Exhibit A
This tool was developed to by the Agency for Healthcare Research and Quality 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
Disseminating Rural Health Research to Community, State and National Audiences: A communications toolkit for health researchers. (2010). [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.
Beyond Scientific Publication: Strategies for Disseminating Research Findings
This guide provides key strategies for dissemination, including practical advice and specific templates you can adapt for your own use.
General characteristics of effective dissemination and utilization
Suggestions of effective dissemination and utilization strategies
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.
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]
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.
Development of a planning tool to guide research dissemination
Carpenter D, et al. (2005). Development of a planning tool to guide research dissemination. Advances in patient safety,4:83-91.
Disseminating research findings: What should researchers do? Systematic scoping review of conceptual frameworks
Wilson PM. (2010). Implementation Science. 5:91doi:10.1186/1748-5908-5-91
A systematic scoping study to identify and describe conceptual/organising frameworks that could be used by researchers to guide their dissemination activity.
Community Alliance for Research and Engagement (CARE) Research Dissemination Guide
Published by the Yale Centre for Clinical Investigation this guide provides guidance on developing a dissemination strategy and includes planning forms and templates.
Social Media: A guide for Researchers
This guide by the International Centre for Guidance Studies discusses the use of social media for research and academic purposes.
Social Media and Research Workflow
A report of a study conducted by University College, London in which explored the preferences, perceptions and behaviour of nearly two thousand researchers who are currently using social media tools to support their research activities.
Helping Social Research Make a Difference: Exploration of a wider repertoire of approaches to communicating and influencing through research
This discussion paper by Huw Davies and Alison Powell explores the use of narrative approaches including poetry, drama and dance to communicate research.
D-Cubed: A review of the dissemination strategies used by projects funded by the ALTC Grants Scheme
D-Cubed developed a new approach to dissemination, grounded in both the literature and the empirical research, designed to increase opportunities for achieving productive change in learning and teaching.
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