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Table 2 Dissemination plan of key messages to various target audiences

From: A system approach to improving maternal and child health care delivery in Kenya: innovations at the community and primary care facilities (a protocol)

Target audience

Key message

Proposed channels of communication


All matters of the project as specified in the agreement

Seminars, meetings, reports, financial and technical reports; registration of patents and innovations

Policy makers and decision makers

Evidence that informs rationale for policy change, need for reforms; innovations; cost-effective interventions; updates on specific project portfolios

Policy briefs, stakeholder forums, website, dialogue days, newsletters

Project staff and sponsors and project stakeholders

project organization and governance structure; vision, mission, objectives, scope of project activities; legal provisions (agreements signed); stakeholders and roles; progress on implementation; project products;

Project website; newsletter, brochures, public meetings, press/media briefs; twitter or other appropriate feedback from the public; dialogue days


Messages on project progress/ updates; announce conferences, seminars, innovations; advocacy messages will depend on target audience;

Print and audio channels; press/briefs; seminars national conference

Advocacy groups and civil society

Messages that require dialogue with various stakeholders

Public forum, media, website, twitter and other appropriate social media to get feedback


curriculum, recruitment and implementation, fee structure, requirements for various programs; evaluation and feedback; upcoming seminars, student exchanges, other collaborations, seminar opportunities, funding for HSR activities; awards etc

Website, approved senate curriculum, official advertisements on enrolment and graduation lists; student discussion forums on the websites; class schedules, formal examination, transcripts and certificates; thesis and published papers in journals

Regulatory bodies such as Commission for University Education, Medical Practitioners and Dentist Board, Nursing Council, Pharmacy and Poison Board, Lab; Legal

Establishment and monitoring of standards and norms; guidelines for various programmes on certification and licensing; legal procedures and MoUs/MOAs

Site visits, share SOPs reports; documents; meetings; certificates of approval; registration of patents and innovations on the project

Mobile phone provider

Guidelines, SOPs, information required, source; timing and target stakeholders

phone, SMS, discussion forums, alerts, help lines (hot lines); other services

Community/ public

Relevance of project priorities; role in project implementation; project products; co-funding where appropriate; issues that require consensus; right to representation on project committees; accountability and transparency of project /governance structures

Public forums; brochures; meetings, membership to committees; progress on implementation; project products; seminars to train selected members on committees; minutes of key committees and reports on progress;