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Rural Health Information Hub

Dissemination Audiences

A dissemination plan can help guide the reasons, methods, and audiences for sharing information about the maternal health program. It is important to engage with and share findings with diverse stakeholders, who have an interest in the maternal health program, as this has the potential to lead to multidisciplinary relationships that can lead to broader impact. The Spectrum of Prevention can provide guidance to communities when determining who to engage in dissemination efforts.

Maternal health affects every sector of society. Therefore there are a wide range of stakeholders and audiences that may be appropriate for dissemination. Some possible dissemination audiences for rural maternal programs include:

  • Local, state, and federal legislators and policymakers
  • Maternal and primary care practitioners
  • Partner hospitals and clinics with specialists
  • Mental healthcare practitioners
  • Local doula groups
  • Breastfeeding support groups
  • Local Women, Infants, and Children (WIC) offices
  • Homeless shelters
  • Employers
  • Faith leaders
  • Substance use treatment centers
  • Nonprofits/social service organizations
  • Cultural groups
  • Patients and their families
  • Media
  • Community members
  • Local and state public health
  • Emergency responders
  • Correctional facilities
  • City leaders and councils

It is important for rural maternal health programs to develop dissemination strategies that target diverse stakeholders. Focus groups can be an ideal method for identifying specific dissemination strategies that work best for different audiences. For more information on conducting focus groups, see Conducting Focus Groups in the Community Tool Box.

For more information, see the Rural Community Health Toolkit on how to share successes and lessons learned.

Resources to Learn More

Getting the Word Out: New Approaches for Disseminating Public Health Science
Covers the essentials for effective communication of public health research in policy development and practice settings. Discusses various tools for dissemination, targeting key audiences including nonresearch audiences, and methods for evaluating impact.
Author(s): Brownson, R., Eyler, A., Harris, J., et al.
Citation: Journal of Public Health Management and Practice, 24(2), 102-111
Date: 3/2018