Research Dissemination: A Necessity in Public Health Initiatives

Introduction

In its most comprehensive definition, dissemination refers to a planned process that involves the consideration of the target audience ready to receive a research finding. On a broader view, it is about interacting and communicating appropriately in ways that will assist the uptake of research in decision-making processes and practice. Over the years, research findings have been an important part of medicine and public health initiatives. However, incomplete or untimely communication has often made it challenging to implement these newly researched practices, which make it challenging to improve healthcare practice in various fields of medicine. It is for this reason that research groups should consider more efficient ways to disseminate research findings not only with other researchers but also with the relevant community groups like those who have been part of the research since its initiation or those that the new practices affect directly. To some quarters, distributing research findings is so essential that it is considered an ethical obligation for researchers.

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A researcher or a research group needs to consider certain factors before attempting to disseminate the findings of their study. Most important of these factors are the message, audience, and the goals of the dissemination. The research group needs to look into the various components of the message and the audience to determine the fundamental goals and objectives for the distribution (Keen & Todres, 2017). A vivid and comprehensive definition then has to be made after identifying the specific goals and objectives. Also considerable are the various communication channels to reach different segments of the target audience. In medical studies, some of the most noteworthy audiences may include policymakers or the government, community groups and members, health departments, media outlets, and other researchers. Imperative to note yet is that each of the audiences mentioned above needs to get the message tailor-made since they are on different levels of expertise (Keen & Todres, 2017).

Similarly, the dissemination materials also need to vary for the information to reach everyone in how it is intended to. Like most processes, the success of research findings dissemination primarily hinges on proper planning and preparation. There is also a need to gather adequate resources to help in the dissemination plan. Thereafter, an evaluation plan can be carried out to determine the level of success of the process and identify the areas that need improvement in the future. Even more importantly, the plan needs to be well thought out to guide the means of delivery and the timing (Disseminating the Research Findings, 2019). It is also critical to be concise with the message. A short and clear message instead of long and boring ones often work better since the audience can consume more concise information. While at it, there is a need to use simple language rather jargon and technical terms, especially for the audience that may not be conversant with the industry terms. Moreover, highlighting the main points also goes a long way in making sure every critical aspect of the findings reaches the audience in an intended manner.

Methods Used for Dissemination

Media Coverage

Media resources with interest in medical research are all over today. These resources will be ready to cover research findings whenever they are called upon to. Some examples include radio, newspaper, and television. Some media resources are also found within institutions like universities and large corporations and organizations. These institutions appeal to a broad audience and would thus be a suitable means of disseminating research findings (Wilson et al., 2010). Mass media is a critical element in society today and is the reason it influences many people, thus helping in the knowledge transfer and the dissemination process. Presently, the public is generally more vigilant about their health and is the reason they will always yearn for information regarding new medical or health research findings. Information about medication, nutrition, diagnosis and treatment, prevention, and general disease information are some of the types that the public needs to know. Most media stations have given particular prominence to health news, thereby being able to enlighten as many individuals as possible. Some reports have mentioned that the media is so influential to the point that patients have changed their medication following some news aired on their local TV channel of a newspaper. Even though the internet is impacting on the popularity of mass media today, it is still undeniable that it is the primary source of health news for both the public and clinical specialists.

Strengths

One of the most prominent benefits of mass media coverage is remote communication. One can access information on various media outlets from anywhere in the world, thanks to the internet and revolutionary devices like phones, tablets, and even computers. Unlike in the past, the number of people with these gadgets is soaring today, making access to information even better (Esourceresearch.org, 2019). Social media has also grown in popularity recently, especially among the youth. It is imperative to note that health information is vital for people of all ages. Today, youths are even more aggressive when it comes to looking for health information. Thus social media is a way of reaching this demographic remotely.

Another advantage of this channel of dissemination is immediacy. Before the advent of electronic devices and the internet, research information was primarily disseminated through postal mail which took ages before reaching the target audience. This delay caused ineffective communication between the researchers and the audience, thereby making it difficult to evaluate the effectiveness of the information. However, the technological revolution has made it easy to reach the target audience immediately. These improvements have made it easy for the researchers to evaluate the project and success and give reports to sponsors. Cost benefits are another notable point for the pros of disseminating research information through the media (Esourceresearch.org, 2019). Once the media gadgets are installed, the additional costs are negligible and can easily be footed by a person. This is especially true for media outlets such as electronic mail services and social networks. Overall, both mass and social media are useful because of their ability to reach a broad audience without having to break a bank.

Limitation

Using the media to disseminate information may also present the researcher with a host of limitations. Foremost, social media may be biased in terms of demographic selection (Pantea, 2014). As highlighted in previous sections, it is mainly the youths that use social media. Therefore, the older generation that is not internet-active may be disadvantaged in the dissemination process. Furthermore, the use of media may not be helpful internationally, especially in regions where the target audience cannot afford internet or electronic devices that facilitate the process.

Research Summary Document

Every study done must have a research summary that encapsulates the central ideas of the research. It is also from the research summary that the audience can get the perspective of the researcher first hand. Sometimes a single researcher may have different works of research on various topics. In this case, a research summary can be used to summarize all the investigations they have carried out in concision. Generally, it should be written topic by topic to make it easy for the audience to go through. A correctly done research summary should have key findings and fact sheets (Brownson et al., 2018). The key findings should be made in bullet points, and the number of bullet points is dependent on the number of key results of the research. Fact sheet, on the other hand, is necessary for instances where the researcher is looking to provide their audience with more information. It is also essential to use fact sheets to summarize complicated studies in which the audience may not easily comprehend the information therein.

Strengths

Objectivity and clarity is one strength of a summary document. With the audience in mind, the researcher uses simple language land presents the data systematically for the audience to digest properly (Brownson et al., 2018). The document also leaves out secondary and tangential information that may not be necessary, which means the document is not cluttered. It is easy for the reader to comprehend the expression of the writer from the methodical presentation of data. A well-written research summary, therefore, is not only comprehensible but also leaves out jargon. Furthermore, a research summary is reliable as it contains the analysis of the information contained in the research.

Limitations

A research summary document often depends on the ability of experts. Not everybody has the ability to decode summarized information, which may be problematic for some sections of the audience. Also, the summary may miss out critical information which would give the research a totally different meaning.

Flyers, Posters, Brochures, and Research Briefs

These aspects of research findings dissemination provide critical information in a way that is visually appealing. Most of the time, they are handed over in conferences and other events. Some personal explanation may follow or not. That they are visually appealing makes it attractive to the audience who would then pay a keen interest (Butts, 2012). These elements have little space and are the reason the information has to be simplified enough to make it fit. For this reason, most of the time, the research process includes visuals and tables which do not take up much space.

Strengths

One of the good things about using flyers, posters, brochures and research briefs is that they are cost-effective (Butts, 2012). Pieces of paper are all one needs to make the visuals. What the researcher needs to pay attention to is where to position these elements for the target audience to access. Designing of the elements is also easy and flexible. This way, different important content can go into a single flyer to give the information the researcher is intending to pass to the audience.

Limitations

The major challenge with flyers, posters, brochures and research briefs is distribution especially if the target audience is large. Sometimes, the cost may rake high if the researcher has to higher personnel to help with the designing and distribution. The limited space may also lead to the exclusion of critical information regarding the research findings.

Policy Briefs

Policy briefs refer to a summary of information that brings together research evidence to inform the government's deliberations about health policy (Cronin, Coughlan & Smith, n.d.). Advocacy groups also use policy briefs for various issues, especially when giving reasons for going with a particular policy alternative. Often, the audience meant to use policy briefs may not be interested in knowing other aspects of the research except the possible solutions based on the new evidence. Since the audience is a non-technical one, there is no need for jargon and difficult language in a policy brief. Instead, it should be as simple as a research summary.

Strengths

The good thing about policy briefs as a means of disseminating research information is that it is succinct (Cronin, Coughlan & Smith, n.d...