256 8 Chapter 8 Core components on how the content is said The first core component, the translational component, entails that content should be target-audience appropriate and packaged in a mode of communication that is familiar to the target audience. Information should be concise and understandable, adapted in terms of length and complexity of grammar (6, 14). In addition, messages that are meant to prompt action should be expressed as an actionable message. This can be established by integrating concepts of applicability (i.e. feasibility of an intervention), and transferability (i.e. likelihood that the intervention will equally benefit health in this specific setting)(17). Knowledge should moreover be represented in a form that facilitates understanding (18). Representation forms include common used textual statements, compelling narratives (storytelling) or the visualisation of data into graphs or infographics. Visualisation of data is an effective means of representing complex ideas of information in a format that is quickly understood (18-20). Storytelling, an increasingly used tool in public health communication (21, 22), provides context to the situation by anchoring a problem in the real world (14, 23). The power of storytelling lies therefore, beside the transfer of explicit knowledge, in the transfer of tacit knowledge. Core components on how the content is communicated Apart from the choice on language and representation one should tailor how content is being communicated to the target audience. Simply communicating information in a form and language tailored to the needs and demands of decision-makers does not sufficiently influence evidence-informed decision making (24, 25). The majority of research evidence is consumed by decision-makers via a written channel (12, 13). Therefore, elements of design, including navigation, organisation (25, 26), design aesthetics (27), and semiotics should also be taken into account (14, 28). This means that navigation between information should be intuitive and information should be presented in an orderly way (28). Online repositories such as the ‘HealthCOMpass’ (29) and ‘Science for Environment Policy’ (30) are generally effective in transferring knowledge by presenting information in separate self-contained ‘chunks’ of information, enabling decision-makers to access the information in the order they choose. Furthermore, it is important to create and incorporate design aesthetics. An appealing exterior can be accomplished through the use of complementing colours, a polished house style, simple typography and the appropriate use of visual aids (31, 32). Ultimately, visual aids can become more meaningful via the utilisation of semiotics. Semiotics refers to the interpretation of a visual into the meaning that goes with it. Pictograms can be ideal to communicate a subject as they derive their meaning from an iconic relation with what they refer to and are understood universally (33, 34). This article takes one approach in how researchers can communicate knowledge to decision-makers with the purpose of influencing evidence-based decision making. It should be noted that this article does not attempt to cover all aspects of KT to decision-makers. Rather, takes a starting point in how to create knowledge (tools and
RkJQdWJsaXNoZXIy MTk4NDMw