Table 2.
Guiding principles for tailoring dissemination strategies to specific audiences, determinants, and mechanisms
| Who | How | What | |
|---|---|---|---|
| Who are the people receiving the information? | How (what mode/medium) is the content being delivered? | What content is being delivered? | |
| Guiding principles | Tailor messages according to the target stakeholder. Consider the target stakeholder’s… | Consider utilizing multiple mediums to deliver content, including, but not limited to… | Common forms for delivering content include, but are not limited to… |
| - Background | - Webinars | - Narratives | |
| - Goals | - Social media platforms | - Data | |
| - Sociodemographic factors | - Radio | - Visualizations | |
| - Cultural beliefs | - Television | Decisions regarding form should be informed by the “who” | |
| - Values | - Websites | Personalize risk data using stories, narratives, and anecdotes to the audience | |
| - Psychosocial determinants | - Town hall meetings | Frame messages to describe disadvantages associated with NOT adopting EBP (as well as advantages FOR adopting EBP) | |
| - Geographic location | - Individual meetings | ||
| - Language | - Research briefs | ||
| - Customs | |||
| Use clear, plain language (avoid jargon) | |||
| Key Determinants (barriers and facilitators) + Mechanisms (processes to achieve change) = Multi-faceted Dissemination Approach | |||
| After understanding the audience, how to access them, the preferred method of content delivery, and the content most relevant to them, you can develop a dissemination approach that overcomes barriers, leverages facilitators, and applies processes (emotional, cognitive, social) that maximize the likelihood of change in awareness, knowledge, perception and/or motivation | |||
| Key determinants | Access to stakeholder group, availability of stakeholder group, organizational leadership, openness to innovation, time, personnel, and budgetary resources | Preferred or routine method of intaking information, consider organizational leadership | Effective delivery of information in ways that motivate and increase behavioral intentions, consider the degree of readiness or openness to innovation |
| Mechanisms to target | Interest/engagement of stakeholder group, perceived relevance/importance by stakeholder group | Provide information (cognitive) | Knowledge, social norms, expectations, motivation |
| Increase attention (cognitive) | |||
| Stimulate emotion (emotion) | |||
| Facilitate social comparison (social) | |||