Dissemination

Introduction

Dissemination of effective practice is concerned with communication and change of practice. It is more involved than the distribution of information or a deliverable from a project, since it should incorporate transfer and embedding of activity and often adaptation.

Definitions

Dissemination can be defined as: 'more than distribution of information or making it available in some way. While embracing this aspect, dissemination also implies that some action has been taken to embed and upscale an innovation within its own context (discipline or institution) and/or to replicate or transform an innovation in a new context and to embed the innovation in that new context'.

Innovation refers to an idea, product, process or service that adds value, is useful or transforms current practice in the context to which it is applied. 'First-generation innovators' are those who do or create something new or different. 'Second-generation innovators' are those who take an innovation from one context and replicate, adapt or transform it for use within a new context.
Southwell et al, 2005

Purpose of dissemination

Dissemination can be seen to have three main purposes:

Dissemination for awareness - audiences are made aware of the development/innovation/deliverables/project details
Dissemination for understanding - the audience is provided with more detail about the development and are perceived as beneficiaries. In this case audiences are often targeted.
Dissemination for action - this 'refers to a change of practice resulting from the adoption of products, materials or approaches offered by your project. These groups/audiences will be those people that are in a position to "influence" and "bring about change" within their organisations. These are the groups/audiences that will need to be equipped with the right skills, knowledge and understanding of your work in order to achieve real change' (Harmsworth et al 2001: 2).