Not another piece on storytelling. Brussels tips for communications that beat the scroll.

Some reflections and unexpected tips from communication discussions in Brussels. Because EU policy only connects with regional action when knowledge can move, land and be used.

Some reflections and unexpected tips from communication discussions in Brussels. Because EU policy only connects with regional action when knowledge can move, land and be used.

If communication is somehow part of your job, you probably know the feeling: five pending tasks, not enough time, one AI tool opened in mild desperation to work faster, the algorithm burying your content, kittens outperforming your circular economy/social innovation/other important topic posts.

In those moments, communication can feel like a never-ending list of outputs: posts, articles, brochures, newsletters — all urgent, all necessary, all due yesterday, and all somehow expected to “cut through the noise”.

Behind many of the policies and programmes discussed in Brussels, communication is the thread that connects the dots: helping people understand complex issues, follow where knowledge goes, and see why projects matter beyond the consortium. Not exactly a side task.

Disclaimer: this blog doesn’t offer any miracle solutions. Just reflections and tips from recent Brussels debates, so they do not remain confined there. You can also skip directly to the tips — we will not judge. Also, because we will not know.

Trust beats visibility: insights from EuroPCom 2026

EuroPCom 2026, the annual public communication conference organised by the European Committee of the Regions, brought us back to a simple idea: maybe visibility is not the ultimate goal. This year’s theme, “Be connectors: creating proximity in a fragmented world” says communication can no longer only be about sending stronger messages: it should help create proximity and trust in a context of information overload, distance from decision-making, and fragmentation.

Trust is a recurring theme lately, including in recent JRC work. The message is simple: good communication starts with listening, understanding who you are talking to, and sharing information people can actually use. In other words, being visible is just one part of the work.

That matters for EU-funded projects, where communication often sits between policy language, deliverables with esoteric names, partner expectations and real communities. Communication doesn’t just write posts, it helps people understand why outputs matter, who they serve, and how they can be used.

From communication to knowledge intermediation

Communication is not “only” communication. In EU-funded research and innovation projects, it works as knowledge translation: for policymakers, markets, researchers, citizens and communities. It is one of the ways knowledge reaches society and creates real impact.

This is not new to those working close to innovation ecosystems. The difference is that this role is now being discussed more explicitly at EU level, including through the European  Commission’s work on knowledge valorisation — a topic discussed in a recent workshop SERN attended on knowledge intermediaries and their competences. Communication and dissemination have a natural place in this: they help turn results into something people can find, understand, and use for real.

For EU-funded projects, the link is very concrete. When we turn a technical report into a policy brief, explain a funding instrument to public authorities, or translate a complex pilot for SMEs, we are helping knowledge move, showing how public funding creates value, and (guess?) building trust.

This is also how we approach our role as communication partner in projects such as Silver Up, SKALE2CT and SYMBIO: not only making the work visible, but helping it connect with the people, regions and ecosystems it is meant to serve.

The elephant in the room: foreign tech platforms

This is one of the big current debates in Brussels, and for good reason. Addictive algorithms, information overload, disinformation, echo chambers and polarisation directly shape the environment in which most communication and information now happen.

The JRC’s Fractured Reality report puts it clearly: the problem is not only false information, but an information space shaped by platforms that monetise attention. How can a message about youth engagement, climate action or innovation compete in an economy designed for scrolling? And how can we function as a society, the report notes, without a shared space?

At the same time, Europe’s wider tech policy debate is increasingly focused on sovereignty: AI, cloud, chips, strategic autonomy…. If we are to reduce dependency on foreign tech, social media must be part of the conversation.

The takeaway is not to abandon them entirely. That would be unrealistic. But it does mean keeping an eye on emerging alternatives, and moving our focus from reach to — guess what? — long-term trust.

So, what can we do in practice?

So, if you got this far, you should be convinced that communication is more than pretty designs and punchy posts. Now, what do we do with this? As we said, we have no major, life-solving solutions. Still, here are a few ways to stay afloat in an overcrowded communication ecosystem. Here goes.

Keep measuring, but shift the perspective. One policymaker seeing your post about a policy brief on innovation finance is worth more than 10,000 passive views.

Focus on where you can make the biggest impact. Less, higher-quality content wins over three posts a day and (repeat with us) that’s ok. If organising an event with 100 SMEs keeps you from publishing on LinkedIn, (again) that’s ok. Spread the word, convince others: you are not alone out there. Everyone else will follow.

Build relationships, not only audiences. We know you know, but it’s always a good reminder. Pitch to journalists. Engage partners. Follow up. Talk to the right people. It is a marathon with no end in sight, but probably worth more than 1,000 new followers.

Experiment with alternatives, while keeping your channels strong. Alternative European platforms are emerging. Mastodon is one, also used by the European Commission and its 159,000 followers. W Social is another, currently with a waiting list but worth watching. They work a bit differently — and that is exactly the point — but a quick browse and some testing will help you get there.

Be patient, but active. Better rules and platforms will take time to emerge. In the meantime, keep communicating where your audiences are, while strengthening the channels you control. Websites, newsletters, mailing lists, events and partner networks may be less glamorous, but they are still very useful — and they’re yours, for the most part.

Use EU resources. Follow DG Research & Innovation’s Knowledge Valorisation Platform for free webinars, resources and opportunities to shape the discussion on how research and innovation results can reach policy, markets and society. And if you want a break from the daily rush and change perspective, explore the JRC’s Enlightenment 2.0 research on how people think, decide, trust and engage with evidence and policy.

Bonus tip: read our article for a few more EU tools and platforms you can use for your innovation projects.

Hope this helps. Do you have more advice, tools or survival strategies for project communication? Send them our way — we are always happy to make the list longer, wiser and more useful.