Resources
Communication in complex environments often involves multiple actors, languages and channels. Below is a selection of frameworks, research and practical references that I often use when designing and implementing communication strategies in these contexts.
If you know a resource on communication in complex environments that you find particularly useful and that is not yet on this list, feel free to share it. I am always interested in discovering useful tools and references.
Audience insights
Media usage and news consumption in Europe (Reuters Institute)
The Digital News Report from the Reuters Institute provides annual data on how audiences consume news across countries, platforms and formats.
Useful for: understanding media habits, platform choices, audience behaviour.
https://www.digitalnewsreport.org/
Communication frameworks
Eurobarometer – Public opinion in EU Member States
Eurobarometer surveys provide detailed insights into how European citizens perceive policies, institutions and societal issues.
Useful for: audience insights, public perception, communication planning.
https://europa.eu/eurobarometer
Media consumption trends (Statista)
Statista provides data on media consumption trends, digital platforms and communication channels across countries.
Useful for: communication planning, audience targeting, media strategy.
Communication frameworks and strategy
PESO model
The PESO model helps structure communication across four complementary channels: Paid, Earned, Shared and Owned media. It is a useful framework for planning campaigns and balancing content creation with dissemination.
Useful for: communication planning, campaign design, channel strategy.
https://spinsucks.com/communication/peso-model/
OECD Behavioural Insights
Behavioural insights help explain how people make decisions and how communication can influence behaviour.
Useful for: behaviour-change communication, policy communication, campaign design.
https://www.oecd.org/gov/regulatory-policy/behavioural-insights.htm
European Commission Communication Indicators Framework
The European Commission's framework (2022) provides guidance on how to measure communication results beyond reach and visibility. It distinguishes between outputs, outcomes and impact, helping teams think about how communication contributes to behavioural or organisational change.
Useful for: communication evaluation, reporting, strategy design.
European Commission Dissemination and Exploitation Guidance (Horizon / EU programmes)
EU programmes place strong emphasis on dissemination and exploitation of results. This guidance explains how project results should be communicated, shared and used by stakeholders.
Useful for: dissemination strategies, EU project communication.
Campaign inspiration
Cannes Lions
For examples of communication campaigns, creative partnerships and innovative outreach approaches.
Useful for: campaign inspiration, creative communication formats, partnerships.
ACT Care Awards (campaigns addressing societal challenges)
The ACT Care Awards celebrate communication campaigns that address social or environmental challenges, from public health and sustainability to human rights and social inclusion.
Useful for: campaigns focused on behaviour change, public awareness and social impact.
Inclusive and accessible communication
Words Matter: Supporting Gender Equality Through Language and Communication (EIGE)
This guide from the European Institute for Gender Equality provides practical advice on how to use inclusive and gender-sensitive language in communication. It explains how language choices can reinforce or challenge stereotypes and offers concrete examples for written content, visuals, social media and events.
Useful for: inclusive communication, gender-sensitive language, communication design.
Plain language and accessible web writing (W3C)
The World Wide Web Consortium (W3C) provides guidance on writing web content that is clear, understandable and accessible to a wide range of users, including people with cognitive disabilities or limited language proficiency.
Useful for: accessible web writing, digital content design, inclusive communication.
https://www.w3.org/WAI/tips/writing/