1. Start Spreadin’ the News Disseminating Research to “Practitioners”
Christopher B. Swanson
Director, Research Center
Editorial Projects in Education
Presentation for
IERI Annual Principal Investigators’ Meeting
Washington, DC – August 26, 2005

2. A (very) Brief Personal History
Academic Pedigree
Sociologist of Education
Post-doc at R&D Center
Exposure to applied research
Think Tank
The DC policy scene
Research Director at a Newspaper
Sort of …

3. No One-Size-Fits-All Solution
Crafting an effective dissemination strategy depends on many factors
What works in one situation may not work in another
Will highlight some issues to consider
Questions to ask your self
Offer some lessons from personal experience
More and less effective outreach

4. Reaching Out to “Practitioners”
What is a practitioner?
Not a researcher
Not a policymaker
Traditional practitioners
Teachers
Administrators
What is the best way to reach a practitioner?
Directly
Through an intermediary

5. The Indirect Approach
Best way to reach practitioners may be to target allied groups and networks.
The Press
Philanthropy Community
Advocates
Membership Organizations
Program Developer
Administrator
Teacher

6. Types of Research What kind of research to you have to share?
Indicators Reporting
Analytic Study
Qualitative/Quantitative
Basic/Applied/Policy Analysis
How much sex appeal?
Beauty is in the eye of the beholder
How timely is the work?
How much of a connection to policy and/or politics?

7. Goals of the Research Research can serve many purposes
What are you trying to accomplish with your work?
Create new knowledge
Identify problems
Highlight solutions
“Stirring the pot”
Getting tenure or getting the word out?

8. Crafting and Recrafting the Message
What are you trying to say?
Know your audience(s)
Ultimate targets
Intermediate targets
May have to frame issues different ways so that your audience …
Understands what you are saying
Understands why what your are saying is important
Need to “sell” it?
Don’t be shy

9. Setting Your Sights Think about how high to aim EEPA or Ed Week?
Does the research have inherently local/national orientation?
EEPA or Ed Week?
Everyone wants to get in the Times, but …
Does your audience read the Times?
Most effective communication strategy might not be the most effective way to get tenure

10. “All Politics is Local”
All practice is local too
Applicability of research to audience’s “local” context needs to be clear
Everyone wants to get in the Times, but …
Does your audience read the Times?
Local media can be more accessible and receptive
EEPA or Ed Week?
Most effective communication strategy might not be the most effective way to get tenure

11. Partnering Up
Sometimes targets for research can become partners for dissemination
Advocacy groups
Foundations
Strange bedfellows and comfort levels
Choose your partners wisely
Advocates and researchers don’t always speak the same language
Will need to arrive at consensus messaging
Toeing the party line

12. The Whole Package Hope for the Perfect Storm Lay the groundwork
Timing can be everything
Luck doesn’t hurt either
Lay the groundwork
Reach out to key parties early (if you can)
Multi-stage Messaging Strategy for a Punch
The Headline
The Whole Story
The Follow-Through
Learning how to say “Yes”
Be available and be patient

13. Three Tales From the Trenches
Academic Publication – Standards Based Reform
“Write it and they will come”
Mother was excited, Friends called, but …
National Study on Graduation Rates – Losing Our Future
The Full Monty – News Conference Event
Partnered up (one of partners brought checkbook)
Strong coverage in national media
Very wide coverage in local press
Framed the issue as “crisis”
Local Follow Through – Confronting the California Graduation Rate Crisis
The Half Monty
Taking the show on the road (with the Usual Suspects)
Research/Advocacy/Policymaker Conference
Very strong coverage in CA media outlets
Secondary pick-up in national press

14. Contact Information
How to reach me:
Christopher Swanson
Director
Research Center
Editorial Projects in Education