Dissemination,
Mass Communication,
and Public Relations
BUILDING A CATHEDRAL
Laying Brick: Research,
initiation, Implementation
Building a Wall: Results, Culmination,
Continuation
Building a Cathedral: Evaluation,
Dissemination, Communication
When do we Spread the word?
1.
2.
3.
When we have something to report
Progress toward our goals
Setbacks
Success isn't permanent, and failure isn't fatal.
Mike Ditka (1939 - )
4.
5.
6.
7.
Changes in procedures
Changes in timeline
Changes in personnel
When mandated by funder (minimum 1 yr)
Throughout the Project
Include dissemination strategies and
activities from the very beginning
Link the dissemination activities to:
Project description,
Program implementation,
Evaluation, and
Budget--Consider the cost of
publications, photos, reports, articles, etc.
Who do we tell?
Explain your progress to everyone who has a
stake or interest in the project
Cohort—Everyone working on the project may
only be aware of his/her part.
Participants—Makes them feel part of
something successful, or at least ongoing.
Colleagues—Department, College, at home and
wherever
Who do we tell?
Funders—Brag of successes—report
setbacks
Administration—More opportunities
result from keeping the administration in
the loop. They don’t want to be blindsided.
Media—Make sure the public knows
about your project. Receiving grant
funding is a feather in your cap.
Where Do We Spread the Word?
1.
2.
3.
4.
5.
6.
On-Campus
Off-Campus
Professional Newsletter
Website
Publications—newspaper articles, peerreviewed publications
Presentations—Seminars, Advisory
Council/Board, Lectures
Why Do We Disseminate?
1.
2.
3.
4.
5.
6.
7.
Model for others to follow
Share experiences to prevent
“reinventing the wheel”
Add to the Body of Knowledge
Provide a new answer to an old question
Provide a new question to an old answer
Part of the agreement with the funder
Answer the So What? question
Mass Communications
Mass communication occurs when a small
number of people send messages to a large,
audience through the use of specialized
media.
www.uky.edu/~drlane/capstone/mass
“Think like a wise man but
communicate in the language of
the people.”
William Butler Yeats (1865 - 1939)
Communicate more effectively
1. Leave out unnecessary words or sentences.
2. Make the average paragraph about 50
words.
3. Use headings or subheads in the text.
4. Present information in a bulleted, chart, or
table format.
5. Use bold print or other highlights to enhance
key points.
6. Make your work mechanically excellent.
OneNet
www.onenet.net
Oklahoma’s video-conference,
information exchange, research
partner, unique-in-the-nation,
champion.
Every school, college, university, and
technical school in Oklahoma is tied in
to the OneNet system.
http://www.onenet.net/general/category1/
sub2/hubsite.htm
1-888-566-3638
Internet2 States
OneNet can connect to sites in these states
A RESEARCH EXAMPLE… WEATHER
Oklahoma
Is a world leader
in weather
research,
education,
operations,
and training
Has developed
high-value
technologies
in weather that are in demand today
Is pioneering next-generation technology with
support of OneNet and the National Lambda Rail.
International Connectivity
How Can OneNet Help?
1.
2.
3.
4.
5.
A unique resource for information
sharing that doesn’t add expenses to a
grant proposal.
Shows how OneNet can connect
collaborators economically.
Connect schools, other institutions, other
countries.
Virtual field trips for students and
researchers
Video seminars, conferences, meetings
Public Relations
"Public Relations is a management function
that focuses on two-way communication and
fostering of mutually beneficial relationships
between an organization and its publics.”
(Robert L. Heath, Encyclopedia of Public
Relations).
What does public relations have to do with
grants and dissemination?
Working with the media
You
must “translate” your work
for the audience you are trying to
reach
Maybe
involve your PR
department (whatever the name)
Include
photos for interest
FURTHER THE CAUSE OF YOUR PROJECT
Talk About Your Project to:
 Community (local paper, campus news)
Government (local, state, regional)
 Internally (WebCT, Website, Newsletter)
 Media (Outreach with pictures and
articles)
 Publicity (Furthering your organization's
interest through target-media coverage of
strategic messages and events.)
Plan
Goals
Research
Objectives
Procedures
Project
Initiation
Evaluation
Dissemination
Body of
Knowledge
Success
Failure
Funding