European Universities Embrace Strategic Science Communication in Horizon Europe Projects
Horizon Europe, the European Union’s flagship research and innovation programme running from 2021 to 2027 with a budget of €95.5 billion, places significant emphasis on translating scientific discoveries into tangible societal benefits. At the heart of this effort lie Europe’s universities, which lead or participate in the majority of funded projects. Effective science communication has emerged as a critical tool for maximising project impact, fostering public trust, and ensuring that research outcomes reach policymakers, industry, and citizens.
Universities across the continent are increasingly integrating structured communication plans into their Horizon Europe proposals and implementations. This shift reflects a broader recognition that excellent science alone is insufficient without clear, targeted outreach that demonstrates relevance and builds engagement.
Horizon Europe and the Central Role of Higher Education Institutions
Horizon Europe operates through three main pillars: Excellent Science, Global Challenges and European Industrial Competitiveness, and Innovative Europe, alongside widening participation measures. European universities serve as primary beneficiaries and coordinators, often collaborating through alliances such as those supported by the European Excellence Initiative.
These institutions bring together researchers, students, and support staff to deliver projects that address climate change, health, digital transformation, and other priorities. Communication activities are no longer optional add-ons but integral components required to fulfil grant obligations and demonstrate value to taxpayers.
The Growing Imperative for Science Communication in Research Projects
Science communication within Horizon Europe projects involves more than press releases or social media posts. It encompasses strategic planning to identify target audiences, select appropriate channels, and measure outcomes against defined objectives. The goal is to move beyond dissemination of results toward genuine dialogue that informs policy and inspires innovation uptake.
Recent analyses of communication practices in European-funded research reveal that only a minority of projects fully engage in these activities. Studies examining projects led by institutions in Poland, Portugal, and Spain found that fewer than half maintained dedicated websites or active social media presences, highlighting a persistent gap between requirements and execution.
Evidence from Recent Studies on Project Communication Practices
Research published in 2026 analysing Horizon Europe projects led by Spanish institutions showed that just 28 percent featured websites or dedicated webpages, while 25.5 percent utilised major social media platforms. Similar patterns emerged in earlier Horizon 2020 reviews, where outreach activities remained limited despite funding correlations with higher engagement levels in some cases.
These findings underscore the need for universities to invest in dedicated communication expertise. Larger grants tend to correlate with more robust online presences, suggesting that resource allocation plays a decisive role in successful implementation.
Core Strategies for Effective Science Communication in Horizon Europe
Successful strategies begin with comprehensive communication plans developed at the proposal stage. These plans outline stakeholder mapping, message tailoring, and integration with project milestones. Key elements include qualitative key performance indicators focused on audience reach and engagement quality rather than sheer volume of outputs.
Universities are adopting multi-channel approaches combining traditional media, digital platforms, citizen science initiatives, and direct engagement with policymakers. Storytelling techniques that humanise research findings prove particularly effective in connecting complex science to everyday concerns.
Collaboration with specialised partners, such as those involved in the COALESCE project for a European competence centre in science communication, provides universities with access to best-practice guidelines and training resources.
Photo by James Childs on Unsplash
Case Studies from Leading European Universities and Alliances
European university alliances participating in Horizon Europe have pioneered joint communication frameworks that amplify individual project impacts. These alliances leverage shared resources to produce coordinated campaigns highlighting collaborative research on sustainability and digital innovation.
Individual institutions, including those in widening participation countries, have reported improved visibility and stakeholder buy-in after implementing dedicated communication teams. Projects incorporating citizen science components demonstrate higher public engagement rates, aligning with open science principles promoted by the European Commission.
Challenges Facing Universities in Implementing Communication Plans
Resource constraints remain a primary barrier, particularly for smaller institutions or those in less research-intensive regions. Academic staff often lack formal training in communication, leading to ad-hoc approaches that fail to meet strategic objectives.
Regulatory requirements for visibility of EU funding add complexity, while measuring long-term societal impact poses methodological difficulties. Balancing academic rigour with accessible messaging requires ongoing refinement and institutional support.
Building Capacity Through Training and Institutional Support
Many European universities now embed science communication modules into doctoral training programmes and offer workshops for researchers. Career pathways for science communicators within higher education are expanding, recognising the specialised skills required.
Support structures such as dedicated press offices, digital content teams, and partnerships with organisations like the European Science Communication Institute help bridge gaps. These initiatives align with broader European Research Area goals of enhancing public engagement and trust in science.
Measuring Impact and Demonstrating Value to Stakeholders
Effective evaluation frameworks combine quantitative metrics, such as website traffic and social media reach, with qualitative assessments of policy influence and behavioural change. Horizon Europe projects increasingly report on these dimensions to satisfy grant reporting and attract future funding.
Universities that treat communication as a core project deliverable rather than an afterthought consistently achieve stronger outcomes in stakeholder satisfaction and knowledge transfer.
Future Outlook for Science Communication in European Higher Education
As Horizon Europe enters its final years and preparations for the next framework programme advance, the emphasis on science communication is expected to intensify. Integration with open science infrastructures, including the European Open Science Cloud, will provide new tools for sharing and engaging with research outputs.
Universities that invest now in strategic capabilities stand to gain competitive advantages in securing grants and influencing European research policy. The evolving landscape offers opportunities for higher education institutions to position themselves as leaders in responsible research and innovation.
Actionable Insights for University Leaders and Researchers
University administrators should prioritise communication expertise in project teams and allocate dedicated budgets from the outset. Researchers benefit from early training in audience analysis and narrative development.
Institutions can draw on resources from the European Commission’s open science portal and collaborative networks to strengthen their approaches. By embedding communication into institutional culture, European universities can enhance both project success and broader societal contributions.