Donald Schon says the hallmark of any professional is the ability to "name and frame a problem." Here when we are discussing dissemination it is the ability to name and frame the results of the project and its evaluation.

Disseminating information about your project and its results, or "telling the story" includes commenting on:

• the vision which prompted and justified the project,
• why the particular project was chosen,
• how the project was carried out,
• what was learned,
• what decisions have been made as a result,
• how services have improved,
• how the client’s life has been made better.

Determine who your various audiences are -- who wants to know, who needs to know. Think broadly about all your audiences. Internally may be the easiest. This is the other staff in the organization, even if not involved in the project. They w ant to know: How will the results affect their work? Can they be proud of this project? Can they participate in the next iteration? Should they think about doing anything differently as a result of the project?

Externally, they are several categories of audiences, for example:

• professional peers
• state agencies (esp. if they signed off on funds)
• federal government (if you want further funding)
• local government officials (possibly responsible for your budget)
• library supporters (Friends, trustees, users)
• news media (think about pictures)

When considering what format to use, try to match the format to your audience’ interests and needs. Communicate to fit the user’s point of view. Use clear, expository prose and focus on RESULTS, DECISIONS, IMPACTS. Use graphs, charts and other visuals if possible.

When considering what information folks need to know, a good rule to follow is that the more changes you are advocating and the most complex the project is, the less most people want to know. Summarize the results; omit the detail on how you went about it. Talk about the impact of the project now and what you anticipate in the future.

Tailor the message to the individual or group ("different strokes for different folks"). Use your imagination to understand what your audience or listener wants/needs to know. Some examples:

• The funding agency wants to know that you did what you promised to do when you promised to do it, or if you didn't what changes were made and why.

• Budget analysts are impressed with cost analyses and clear, objective data.

• Politicians prefer anecdotes (esp. from their own constituencies) and statements of impact

• The news media wants the human angle, forecasts, quotes, "hooks" to help frame the issue for the general public.

• Professional peers have the most patience for information about methods -- the "how." They also want to know whether or not you would recommend that the project be replicated in their agencies.

• The staff want to know, "How does it affect me?"

SING THEIR SONG!