Communicating for impact: Developing dissemination and communication strategy for the post pandemic age: Case study from the SHARP JA

Abstract

Increased pressure on government spending has led to raised urgency for bodies receiving public support to demonstrate their impact - the 'return' that they deliver on public 'investment'. Dissemination is of great importance for impact or take-up, and take-up is crucial for the success of a project or programme, and for the sustainability of project's results in the long term. Communication and dissemination of deliverables is a one of the key elements of EU funded projects. Grant beneficiaries must promote the project and its results by providing targeted information to multiple audiences, in a strategic and effective manner which clearly links the project messaging to the EU strategic priorities. Communication activities feature as part of the proposal, usually with a specific work package responsible, and communication activities are typically considered in the project evaluation. This study is informed from the perspective of Joint Action on Strengthening International Health Regulations and Preparedness in the EU (SHARP JA) implemented from 2019 to 2023 - a collaborative action of 26 countries and 61 partners. In addition to achieving communications and dissemination goals for the project, its deliverables, and tasks; the SHARP JA aimed to generate long-term, sustainable benefits by increasing communications and dissemination capability and capacity across the work packages. SHARP JA Work Package 2 Communications and Dissemination has used its experience of communications and dissemination (C&D) - the strengths; weaknesses; opportunities and threats - when supporting the joint action to create a Blueprint for Effective Programme Communications for Future EU Health Policy Joint Actions. It does not set out how to do communications, but provides practised communicators with fresh ideas, tools, and inspiration; plus, the pitfalls to watch out for when developing a C&D strategy. It also suggests recommendations, including some for the funding organisations to consider when specifying the communications requirements of future proposals. This essay summarises some of the insights and best practices from the blueprint. Further, it serves those responsible for developing dissemination and communication strategy to improve research, policies, practice, and education in the broad field of public health, both in Serbia and internationally.