OZ 2011/3

M T 65 ORGANIZACIJA ZNANJA 2011, LETN. 16, ZV. 3 While carrying out the dissemination, it is important that the dissemination strategy reflects in dissemination actions. If not, dissemination proposals may appear claiming that they are important or even critical to the success of dissemination. If met, such proposals can cause spending significant dissemination resources for little or no effect. To avoid being caught in such a situation, we build a simple template called the dissemination scheme that mirrors and concretizes the dissemination strategy, which minimizes space for misinterpretation and dispute. What is critical for the dissemination success is that right target audiences are determined. To meet this goal, we build a simple but feasible model of the environment, encompassing all the target audiences that have to be informed about the project and its results. Such a model enables qualified decisions and limits the number of intended dissemination actions. In general, the dissemination could become a task of enormous complexity with questionable outcome if not shaped correctly. To minimize this risk, we decide to systematize the dissemination process, which provides us with a picture of what is to be disseminated, in what detail, when the dissemination actions should be carried out, by what means, by who and who are the target audiences. Specifically, results to be generated during the project along with their mutual dependencies are identified. For each identified result, conditions for dissemination are set and arranged in records inserted into a template called dissemination scheme (Gerkeš 2009), which provides a basis for dissemination actions origination. When these conditions are met for any result, the best matches possible are searched for in the lists of target audiences. When the matches are found, communication records are created and inserted into a template called communication plan. To increase the quality of dissemination, we additionally define a set of dissemination policies (Kakaletris, 2005) that have to be followed by dissemination actions. A communication record along with dissemination policies provides all the necessary data for preparing and carrying out a dissemination action. By means of the dissemination scheme and communication plan all the dissemination actions can be monitored and coordinated by the project management. Systematization is of little use if not supported by a system that assures that the dissemination actions are carried out as determined by the dissemination scheme and communication plan. An implementation of the systematized dissemination process is proposed that fulfils the systematization requirements. Core of the work presented in this conceptual paper was carried out for dissemination process of the EGAIS (Ethical GovernAnce of emergIng technologieS) project of the Seventh Framework Programme funded by the European Commission. The presented dissemination process was implemented in the EGAIS project although it was not supported by the web based tools presented in this conceptual paper. CONCEPTUALIZATION Generally, the results to be delivered by a research project and their interdependencies are well elaborated in project proposals. With the project results we have the following situation: new knowledge, new technology, etc. and the environment where these results may fit in. Thus we can set the goal of dissemination: communication of the information and knowledge about the results to the environment. Dissemination is about communicating information or knowledge to target audiences. We describe the situation before the dissemination as the existing situation and the situation to be accomplished by the dissemination as the desired situation. Thus, with the dissemination the transition from the existing to the desired situation occurs. We define the existing situation by local environments that may have an interest in project results; and the desired situation by the same local environments supplied with information and knowledge about the project and its results to the extent they desire. The following scenario enables transformation of the existing situation into the desired one. 1. We have to identify the local environments (target audiences) along with their interest in information and knowledge. 2. We have to shape information and knowledge covering these needs. 3. We have to communicate the information and knowledge to target audiences. Availability of a result implies a time frame suitable for its dissemination and the communication requirement implies a communication infrastructure capable of passing the intended information or knowledge. This may not be a perfect scenario, however, it enables us to shape a dissemination action, which is communication of information or knowledge to a target audience. With the dissemination action, we can conceptualize Maksimiljan Gerkeš: DISSEMINATION OF KNOWLEDGE ...