Dissemination questions: what, to whom, how and when to

When starting dissemination planning a project co-ordinator might have a number of vague questions in his or her

Box 2: Initial thoughts about dissemination

WHAT FOR? WHAT? TO WHOM? HOW? WHEN?

How can we find the right language for our target group?

Which partners are good at PR and marketing?

How to get the partners motivated for dissemination?

Who will help us to spread information about our project on the European Level?

How to find suitable dissemination channels?

Website and news- letter – would that be enough?

Dissemination and Exploitation of Results Chapter 1 0

egy. Project results and tangible products are undoubtedly the most valuable dissemination objects in a Multilateral Project. In fact, all the other information activities can be seen as a preparation for the dissemination of the final outcomes and products. A project, however, should not wait with its dis- semination activities until these products are ready, but dis- seminate preliminary results whenever it reaches a milestone, e.g. the end of the research phase, results of need analysis or the organisation of a workshop.

Results of Multilateral Projects can be tangible or intangible and normally fit into one or more of the following categories:

Learning and teaching products like curricula, reports and

■ ■

(comparative) studies, handbooks, e-learning content or events like conferences, courses and seminars

Methodologies, ideas and experiences. They are intangible

■ ■

and usually not as durable as tangible learning and teaching products, but often a very rewarding outcome of a transna- tional project

Policy recommendations can be the result of a project which

■ ■

aims at developing (parts of) education systems, e.g. fund- ing mechanisms of adult learning. These results are targeted to policy makers at national or European level

Co-operation structures and informal networks, which evolve

■ ■

from a project. This fabric of relations between organisations and individuals is a result which may not unfold its value imme- diately but has a considerable potential for future benefits Looking at the diversity of these results it is evident that each type of result will require a different dissemination approach.

To whom to disseminate

Project dissemination activities have several ranges, from the immediate environment to the public at large, as Box 3 All dissemination should have a purpose, and support or inform

project development in some way. The purpose of the activity may be to:

Raise awareness – let others know what you are doing

■ ■

Inform – educate the community

■ ■

Engage – get input/feedback from the community

■ ■

Promote – ‘sell’ your outputs and results

■ ■

First think about what you want to achieve. You may want to announce the project’s inception, highlight a specific result or finding, or get early feedback before going on to the next stage. Then think about what the project will gain from it (e.g. raise your profile, gain support, or get input to influence future project work).

(http://www.jisc.ac.uk/fundingopportunities/projectmanage ment/planning/dissemination.aspx, March 2010)

What to disseminate?

Dissemination starts with making the project known:

The first thing to do is to send out the message: We exist, this is who we are, this is where we are and this is our mission! When spreading this basic information expectations for the future are created and the ground paved. What else should we tell to the outside world? Next we should spread information about news and upcoming activities and events, opportunities for people to participate and materials they can use.

Bienzle/Gelabert/Jütte/Kolyva/Meyer/Tilkin (2007), The Art of Networking, p. 114

When approaching the end of the project the final products become more and more important in the dissemination strat-

Box 3: Dissemination ranges

Own institution Project partner

institutions Immediate environment and networks of partners Direct users and final beneficiaries Multipliers, decision- makers, policy- makers Public at large

Dissemination and Exploitation of Results Chapter 1 0

illustrates. These widening ranges are also reflected in the Dissemination Planning Tool (Box 6) presented below. Spreading information in the partners’ own institutions is important. The more that colleagues and management in the organisation feel part of what the project is doing the more likely it is to get support from them when needed. Personal conversations, regular meetings, and internal newsletters are efficient ways of keeping colleagues updated on the project. The staff and learners in organisations in the local and regional environment are the next target audience. The relevant national bodies should be involved from the start- their advice and guid- ance will be invaluable, e.g. the adult education community in partner countries should be involved.

And finally organisations working at the European level, like European associations or networks funded by the Lifelong Learning Programme or European journals can play an impor- tant role in dissemination.

In addition, it is interesting to note that the internet has made dissemination world-wide. Although the activities of the Lifelong Learning Programme are European, the project information on the websites is accessible to people on every continent. In this way European projects can have a geographi- cally broader impact than originally thought.

How to disseminate?

There is not one perfect dissemination method that fits all projects although many Multilateral Projects seem to rely on the ‘Golden Dissemination Four’: website, flier, newsletter and dissemination conference. But the adequacy of a specific dissemination method depends on the nature of the project and its results, as well as on the target groups. It remains a challenge for each Multilateral Projects to identify the most suitable approach.

In the age of advanced, interactive Web 2.0 technologies almost all dissemination methods can be done online as well as offline. A project should have an unmistaken visual identity which helps people to identify and remember it. Core elements of a visual identity are the project title, the project logo, recurrent visual elements (sujets), a uniform lay-out of the project communica- tions (colours, fonts etc.), and perhaps, a project slogan. If there is no partner with specific expertise in the consortium it may be worthwhile in many cases sub-contracting the development of the visual identify elements to a professional graphic designer.

In addition to the specific visual identity created by the project the logo and disclaimer of the funding programme must be used in all project communications (http://eacea.ec.europa. eu/about/eacea_logos_en.php). A Multilateral Project is fund- ed by European taxpayers’ money, and it is a contractual obli- gation to disseminate this fact along with the project content. In most Multilateral Projects the project website is the central dissemination tool not only because it is a contractual obliga-

Type Tools Mode

Product distribution

Main products (handbooks, CDs etc.)

Online Offline

Project website Online

Newsletter Online

Offline Project flier, brochure Online Offline

Poster, give-aways Online

Offline Media

contributions

Article in journals/publications Online Offline Press article, press release Online Offline TV and radio broadcasts, podcasts Online Offline Text, audio and visual contribu-

tions to interactive Internet resources, social networking sites, file-sharing applications, news- groups etc.

Online

Events Presentations, workshops, stalls at conferences, exhibitions and fairs

Online Offline Training courses, seminars Online Offline Personal

networking

Appointments with decision-mak- ers, policy-makers and multipliers

Online Offline

Consultancy Online

Offline Informal, un-premeditated promo- tion

Online Offline

Dissemination and Exploitation of Results Chapter 1 0

Dissemination activities should cover the whole life span of the project and be based around the completion of milestones. Possible milestones for dissemination are, for instance, the project start, launch of the project website and the publication of a handbook.