For years, communication in EU-funded projects was treated as a secondary element—mandatory, but peripheral. A sign at the entrance, an EU logo on a presentation slide, a final press release—and that was often the extent of it. Today, that model is outdated. In the 2021–2027 programming period, communication is no longer just a formal requirement—it is now an integral part of project performance, ranked alongside indicators such as implementation, sustainability, and impact.
This shift is not accidental. It reflects a deeper evolution in the European Commission’s understanding of how public policy works—not only through tangible interventions but also through public recognition, understanding, and legitimacy.
Visibility as a Condition for Democratic Accountability
At the heart of this new approach is the principle of transparency, enshrined in the Treaty on the Functioning of the European Union. Citizens have the right to know how, why, and with what results public funds are being spent. Communication isn’t decorative—it’s the mechanism that enables democratic accountability.
This is why the new rules establish horizontal, legally binding communication requirements across all programmes and management modes—direct, indirect, and shared. Beneficiaries are now expected not just to mention the EU, but to deliver coherent, effective, and proportionate communication, tailored to different audiences—from end users to the general public.
In practice, this means communication has moved from the sidelines into the core of project management.
The Rules That Turn Communication into a KPI
The European Commission summarises communication obligations in a framework known as the “10 Ways to Communicate and Ensure Visibility.” Crucially, this is not a list of suggestions—it’s a framework for measurable behaviour, with clear consequences for non-compliance, including financial penalties.
Here are the 10 key requirements:
- Acknowledge EU Funding – Always state that the project is funded by the European Union.
- Link to EU Priorities – Communication must demonstrate how the project supports the EU’s strategic goals.
- Active Communication Activities – Projects must communicate proactively through events, online channels, and publications.
- Correct Use of the EU Emblem – The EU logo must be used properly and prominently.
- Standard Funding Statement – The mandatory “Funded by the EU” text must accompany the logo.
- Accurate and Verifiable Information – All project messages must be clear, truthful, and fact-checked.
- Coordination with Managing Authorities / EU – Communication efforts should be aligned with relevant institutions when required.
- Eligible Communication Costs – Communication expenses are recognised as legitimate project costs.
- EU Rights to Materials – The EU retains the right to use communication materials created under the project.
- Financial Sanctions for Non-Compliance – Failure to meet communication requirements can lead to financial corrections.
The KPI Logic: Measuring Communication
What often worries beneficiaries isn’t the obligation to communicate—it’s the fact that this obligation is measurable. But communication KPIs (Key Performance Indicators) are not abstract. On the contrary, they are entirely comparable to traditional implementation metrics.
Examples include:
- Number and type of audiences reached
- Frequency and consistency of communication activities
- Level of engagement (event participation, online interactions)
- Clarity of the link between the project and EU priorities
- Sustainability of communication impact after project completion
This KPI-based approach is especially clear in Horizon Europe, where communication and dissemination are integral from the application stage onward.
From “Project Storytelling” to Societal Impact
The most significant change, however, is conceptual. The new model requires projects to explain why they exist—not just what they do. That means translating expert knowledge into accessible language, without sacrificing scientific or professional integrity.
The European Commission increasingly insists that communication reveal the human dimension of EU-funded projects—highlighting real-world benefits and building public trust in European policies. Communication is not just a key performance indicator—it’s a mechanism for achieving societal impact.
Communication as Strategic Capacity
The inclusion of communication in EU project KPIs is not a bureaucratic burden—it’s a recognition that a successful project is not only well-executed, but also well-understood. In an era of disinformation, scepticism, and information overload, visibility and meaningful storytelling about public investment are essential to its legitimacy.
For project beneficiaries, this means one thing: communication can no longer be improvised. It requires strategy, expertise, and planning—just like every other critical component of a successful project.
Key References
- European Commission, Communication and Visibility Rules – EU Funding Programmes 2021–2027
Read more - Beneficiary’s Handbook on Visibility, Transparency, and Communication Rules (2021–2027)
Download PDF - Law on the Management of Funds from the European Structural and Investment Funds under Shared Management
Full text
Additional Resources
- European Research Executive Agency – Are you communicating your Horizon Europe project?
rea.ec.europa.eu - European Commission – How to communicate EU-funded projects
commission.europa.eu - OECD – Public Communication and Trust in Government
oecd.org