1. Communicating results to target audience
Planning a national SME system for malaria elimination: Reporting, Action, Feedback
Communicating results to target audience
By Walter M. Kazadi
Coordinator
ERAR – GMS, WHO WPRO/SEARO
GMS Malaria Elimination Course
10 – 21 August 2015, Chiang Mai, Thailand

2. Purpose
To promote use of M&E results to improve and strengthen program activities

3. Learning objectives
By the end of the sub-unit, participants will be able to:
Categorize who needs to get the M&E results, why, when and how
Determine factors that may contribute to better use of M&E results and their implications for organizational/institutional culture and systems
Identify and apply key elements of a quality results – oriented communication strategy for M&E activities, including feedback and dissemination

4. What is dissemination
Targeted distribution of information and intervention materials to a specific public health or clinical practice audience ( accessed 17 September 2012)
Effective dissemination: Right people, Right information, Right time and Right format

5. Principles of communication and dissemination of results
Focus on action
Careful consideration of audience background, needs, interests, concerns, plans
Simplicity of messages: key points only
Framing of the message (report in many different ways)
Look for opportunities and be proactive

6. Elements of effective dissemination
hints
Desired outcome
Focus on action! What do you want to happen?
Awareness on the facts
Knowledge of findings
Discussions about findings
Use of results
Management decisions
Financial support? Ownership of the program?, etc.
Audience
Who do you need to reach?
Wide outreach (Involvement of all key stakeholders)
Focused message (tailored for the audience)
What are the possible dangers or negative effects of dissemination?

7. Elements of effective dissemination
hints
Message, purpose
For each audience, what do they need to know?
Findings and conclusions (what depth?)
Lessons (which ones?)
Recommendations (which ones?)
Simplify!
Medium/Format
For each group/ message, what medium fits best?
Choice of media
Style and format Presentation methods

8. Elements of effective dissemination
hints
Timing
When should the results be disseminated?
Resources
What resources are available/ required to disseminate M&E results?

9. The dissemination strategy
Systematic plan for sharing M&E results with internal and external stakeholders
Who are the audiences?
What are their concerns likely to be?
What questions will they ask?
How will the audience respond to what is communicated?
Audience
Role in M&E and FU
Which results and why
How and when

10. Dissemination Plan, an example
Cours International de Paludologie, IRSP, Ouidah-Benin, mars 2007
Dissemination Plan, an example
Activity
Report
Summary
Briefing
Note
Article
Flyer
Conference
Interview
Meeting
Seminar
Others: movies
Audience
Officials NDOH
Donors
Managers
Partners
TWG
Steering Committee
Communities
Users
Heath workers
Research institutions
NGOs
Media
Private sector
Civil society
Others
Chronogram

11. Case study: What goes into a dissemination strategy
Objective: At the end of this activity, participants should be able to identify key elements of a results – oriented dissemination strategy for M&E activities
Activities:
Group to appoint a chair and a rapporteur
Review the case study and brainstorming
time: 30 minutes
Plenary presentation (dissemination strategy)

12. Exercise
Based on your experience and knowledge, identify at least two outcomes you might hope to achieve in disseminating the results of either a monitoring or evaluation activity (according to what has been assigned to your group by the facilitator) in order to convince your Provincial Governor on the need to embark on malaria elimination for the Province. For each outcome, list the audiences you might pursue, the type of content that would need to be in the message, the media you might use, the ideal timing and the resources required. Use concrete examples from your experience.

13. Presentation format Outcome 1: Message Audience Media Timing Resources

14. Key points
Dissemination of M&E results is a critical output of the M&E system and should be planned for
An effective dissemination strategy should include the outcome, the audience, the message, the medium, the timing and resources
Ultimate goal is the use of information to trigger action
Feedback is critical is the program overall is to benefit to the community at large

15. Further reading
UNIFEM, Guidance Note on Developing an Evaluation Dissemination Strategy, Dec 2009
UNICEF, M&E Training Resources, 2004
WHO, disease surveillance for malaria control/malaria elimination, 2012
WHO Training modules, Introduction to basic epidemiology and principles of statistics for tropical disease control, 2002
Jody Zall Kusek and Ray C. Rist, Ten steps to a Results based Monitoring and Evaluation System, World bank 2004
OECD, Evaluation Feedback for effective learning and accountability, 2001
WHO, Managing programs to improve child health, Module 3: Managing implementation (2009)
WHO, Malaria elimination: A field manual for low and moderate endemic countries

16. Thank you!