In 2026, a communication and dissemination strategy is no longer a box to tick at the end of a project proposal—it has become its very core. Across European funding programmes—from Horizon Europe to Erasmus+ and Creative Europe—how a project communicates with the world is almost as important as what it delivers.
This shift is clearly reflected in the European Commission’s Communication and Visibility Rules, which express a deeper understanding: public funding only fulfils its purpose when the knowledge, practices, and solutions it generates reach the people they are intended for—and continue to be useful long after the funding ends.
From Communication Activities to Real Impact
A modern communication and dissemination strategy doesn’t start with “where will we publish?” but with “why are we communicating, and to whom?” In 2026, the European Commission expects projects to clearly define their audiences and demonstrate what kind of change they aim to achieve—whether in knowledge, attitudes, practices, or even policy.
This means thinking of communication as a process of meaning-making, not just a list of activities. The general public, professional communities, institutions, and potential multipliers of project results should not receive the same message. Instead, each should encounter a carefully crafted narrative that speaks directly to the value the project offers them.
A Clear Distinction Between Communication and Dissemination
One of the key messages in today’s EU guidance is the need to distinguish between communication and dissemination.
- Communication explains why the project exists and why it matters to society.
- Dissemination targets specific professional or expert audiences and focuses on the results—methods, tools, data, models.
A good strategy in 2026 doesn’t blur these lines—it organises them logically. It first builds public understanding and trust, then ensures targeted access to results for those who can apply, develop, or translate them into policy and practice.
Visibility as Storytelling, Not a Formality
The EU’s visibility rules make one thing clear: being visible doesn’t stop at placing a logo and standard disclaimer text. In 2026, projects are expected to explain how European funding contributed to their outcomes—and why that matters to citizens.
This calls for a more intentional, story-driven approach. Visibility should be woven into the content itself—into the stories of the problem, the solution, and the benefit—not added mechanically at the end of every communication piece. In this way, communication becomes more relatable, more human, and gives the EU’s role a natural and credible presence.
Content as a Strategic Asset
In a world oversaturated with information, simply having a website or social media account is no longer a marker of quality. What sets a strong communication and dissemination strategy apart in 2026 is the quality and adaptability of its content.
Complex topics are expected to be explained clearly and visually. Results should be presented in reusable formats. Language and accessibility should be top priorities—this includes plain language, inclusive formats, and tailoring messages to different audiences and levels of expertise.
A good strategy doesn’t ignore metrics, but uses them wisely. The focus is shifting from the number of publications to genuine engagement and impact. What matters is not just how many people you reach, but who understood, used, or built on the project’s results.
This means combining quantitative and qualitative indicators—and making sure communication goals are clearly aligned with the project’s overall logic.
Communication as Public Responsibility
In an era of disinformation and growing distrust in institutions, communication and dissemination strategies also carry a clear ethical dimension. Projects are expected to demonstrate accuracy, transparency, and respect for public dialogue.
Communication is a form of civic engagement—a way to defend the value of knowledge, public funding, and European cooperation.
A good strategy in 2026 should be integrated, meaningful, and people-centred. It doesn’t just show what has been done—it explains why it matters, today and in the future. That’s what transforms projects from administrative outputs into true public investments.
Key EU Reference Documents:
- Communication and Visibility Rules for EU-funded actions
- Horizon Europe Programme Guide – Communication, Dissemination and Exploitation
- Erasmus+ Programme Guide – Dissemination and Exploitation of Results