Resources
Communication today involves fragmented audiences, multiple stakeholders, different national realities and increasingly crowded information spaces. Communication challenges are rarely only about content or channels. They are often linked to coordination, visibility, public relevance and how people engage with information.
Below is a selection of frameworks, research and practical references that I regularly use or follow in my work across strategic communication, stakeholder engagement, outreach and public-facing initiatives.
The list combines communication practice with broader perspectives on media, behaviour, public trust, digital communication and societal engagement.
If there is a resource you find particularly useful and that is not yet included here, feel free to share it.
Audience insights, public trust and media consumption
Eurobarometer - Public opinion in EU Member States
Eurobarometer surveys provide detailed insights into how European citizens perceive policy priorities, institutions and societal issues.
Useful for: audience insights, public trust, communication planning.
https://europa.eu/eurobarometer
Edelman - Trust Barometer
Annual international research that explores the structural drivers of trust institutions, NGOs, companies and media.
Useful for: audience insights, public trust, communication planning
https://www.edelman.com/trust/trust-barometer
Reuters Institute - Digital News report
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/
Statista - Media consumption trends
Statista provides data on media consumption trends, digital platforms and communication channels across countries.
Useful for: communication planning, audience targeting, media strategy.
Communication strategy and outreach
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 - OPSI Behavioural Insights
Behavioural insights help explain how people make decisions and how communication can influence behaviour.
Useful for: behaviourial change communication, policy communication, campaign design.
https://oecd-opsi.org/toolkits/the-european-nudging-network/
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, accessible communication and information quality
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/