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Consider the messenger and the timing of the message (link to issue cycles, as discussed in more Module
detail in Module 3). These are both important and affect the effectiveness of the communication. For
example, an op-ed (opinion or commentary article in a newspaper) by someone not associated with 7
the assessment but referring to it can add significant credibility.

Be aware that language and cultural differences can affect your choice of channels. Choosing only a few
main channels might prevent you from reaching as broad an audience as you might wish. In countries
with several official languages, this is crucial to keep in mind. Abu Dhabi, UAE

If you want to reach large target audiences, repetition and continuation of messages in different channels
is crucial. Promotion campaigns are an efficient approach to raising awareness. You may use a range
of methods over a longer period to get your message across, including media campaigns, information
leaflets and posters.

Remember that information produced but not disseminated will remain unknown and lose its
significance.

It is very important at this stage of the project to start developing a well-structured dissemination

plan for your various products. The table below provides guidelines for dissemination activities planned
throughout the project. It indicates purpose, target audience, timing, media used for dissemination and
follow-up with target audience and actions to be taken.

Table 3 A possible outline to disseminate IEA products

Dissemination plan
Timing Dissemination Purpose Target Potential Media used Follow-up/
Activity audience impact action taken
Date Special planned Launch of the Key partners Media cover- Press Media
event involv- report. Get atten- (ministries, age, aware- release, monitoring,
ing all relevant tion. NGOs, public ness within press kit, free
partners and institutions), the ministries, interviews, distribution to
media. media. outreach to media the ministries.
the public. contacts. monitoring,
free
distribution to
the ministries.

IEA Training Manual Workshop for the National Reporting Toolkit (NRT) 21