When planning the dissemination of your research, try asking these three questions:
Who do you want to reach? The public, academics, peers, politicians, businesses? What specific groups or individuals within those categories? Do you want them to be able to respond, or enter into a dialogue with you? Social Science research is increasingly interested in public engagement; this ranges from communicating the findings of research in an accessible way, through to conducting research in collaboration with the public.
What format will you use to present your work? Which form/format does your research lend itself to? How is your argument, or your findings, best presented? Can you create something which communicates with clarity, which is also memorable or engaging?
And bringing these two factors together: in which form/format does your intended audience usually digest research? (Short articles; reports; blog posts; journal articles; presentations; posters; films?) Where will your audience go looking for it? How long will they have to digest it?