Dissemination is an important final step for science communicators to convey the significance of their work to a variety of audiences. Dissemination objectives can often vary between projects, with larger projects requiring wider distribution channels, including peer-reviewed journals, conferences, public lectures, blogs, social media, and press releases. Relaying scientific work through these channels usually involves careful planning and coordination to ensure that engagement and reach goals are met, especially for press coverage and social media posts. For this badge, the learner will fulfill the tasks needed for a hypothetical scenario where a science communication product (a report card in this case) is ready to be disseminated.

Badge details

Earning Criteria

Recipients must complete the earning criteria to earn this badge

A Digital Badge in Dissemination is earned through studies incorporating the following key topics and corresponding competencies:

Planning

Learners will be able to:

1. Explain the process and planning needed to have a successful report card release.
2. Tailor their message to a target audience. Science communication will differ when
   speaking to fellow scientists, students, managers, policymakers, or the general public.
3. Consider the main elements of a report card release event, including printed materials, social media content, press releases, and a presentation of findings.

Effective Presentations

Learners will be able to:

1. Explain the key elements necessary to prepare for a presentation, including how the
   presentation should be assembled and delivered.
2. Understand the importance of using active titles.
3. Create a short presentation about the key findings of a project with the intent that it will reach a public target audience.

Social media

Learners will be able to:

1. Explain how social media posts should be structured to ensure optimal opportunity for
   engagement.
2. Understand the importance of social media for public outreach and strengthening
   partnerships.
3. Develop a social media toolkit for a report card release event which will include sample text and graphics meant to promote the project both before and during the event.

Press

Learners will be able to:

1. Understand the importance of press involvement in disseminating scientific information.
2. Explain the five Ws of a press release: who, what, where, when, and why.
3. Summarize the findings of the report card and incorporate quoted excerpts such that the content structure of the press release flows seamlessly.

Evidence of Mastery:

Submission of a final portfolio, including the following skills, to be:

Planning:

• Demonstrates understanding of the actions needed for a report card release event.
• Organizes the checklist logically and includes adequate detail

Presentations

• Demonstrates proficiency in using presentation software and tools.
• Highlights the key messages of the report card while balancing visuals and written
  content.
• Effectively uses active titles that will keep audience engagement.

Social Media

• Follows the template structure of the social media toolkit.
• Understands the key elements of the social media toolkit, including relevant hashtags, accounts to tag, graphics, and captions.
• Creates example graphics that are relevant, informative, and cohesive in design.

Press

• Incorporates the five Ws with enough context and within word limits.
• Can effectively extract the key messages from the report card and incorporate them into a story-like format.
• Write a press release