Beyond Reach: Why Trust Matters More in EU Communication

EuroPCom 2026, the European Committee of the Regions’ annual conference on public communication, placed connection at the center of this year’s discussions. Under the theme "Be connectors: creating proximity in a fragmented world", communicators, leaders and changemakers explored the topic of connection in public communication. We live in an age of constant connection, yet meaningful closeness often feels out of reach. Messages circulate instantly, but trust, dialogue and a sense of belonging remain fragile. In this context, public communication plays a crucial role: not only in sharing information, but in bringing people together and reinforcing democratic resilience.

Visibility still matters, but it is not the destination.

In an environment characterised by information overload, fragmented public debate and growing distance between citizens and institutions, communication must do more than attract attention. It must make complex issues under-standable, create meaningful connections and strengthen trust. Research from the European Commission's Joint Research Centre, including the Enlightenment 2.0 program, shows that communication takes place within an increasingly fragmented information environment in which trust cannot be assumed. For communicators, the practical implication is to understand how different audiences encounter and interpret evidence—not merely how many times a message is viewed. Reach indicates exposure; it does not demonstrate understanding, trust or action.

Communication as a bridge for knowledge is particularly important in EU-funded research and innovation projects. Communicators operate between technical deliverables, policy priorities, consortium expectations and the communities expected to benefit from project results. Their role is therefore not limited to producing social media posts, newsletters or attractive graphics. It involves explaining why a project output matters, identifying who could use it and translating specialised knowledge into forms appropriate for different audiences; In practice, this is knowledge intermediation. A technical report may need to become a concise policy brief. Results from a pilot may need to be translated into practical guidance for SMEs. A funding mechanism may need to be explained to municipalities in language that supports informed decisions. Each of these activities helps knowledge travel from research into policy, markets and society. This role is increasingly recognised in the European Commission’s work on knowledge valorisation and the competences required by knowledge intermediaries. Communication and dissemination are integral to that process because knowledge cannot generate wider value if potential users cannot locate, understand or apply it.

Communicating within an attention economy

Today's communications take place in a difficult digital environment. Social media platforms have become essential channels for public communication, but their underlying business models reward attention, speed and repeated engagement. Addictive design, algorithmic amplification, echo chambers and disinformation all influence which messages are encountered and how they are interpreted. The JRC’s Fractured Reality report draws attention to a broader problem: the challenge is not confined to individual pieces of false information. It also concerns an information environment shaped by platforms that commercialize human attention. This raises an uncomfortable question for public-interest communication. How can carefully-developed evidence about climate action, youth participation or innovation compete with systems optimised for continuous scrolling and emotional reaction? More fundamentally, how can democratic discussion function when people no longer encounter a sufficiently shared information space?

The issue also belongs within Europe’s debate on technological sovereignty. Discussions about strategic autonomy frequently address artificial intelligence, cloud infrastructure, semiconductors and data. The social platforms through which much of Europe’s public conversation takes place should form part of that discussion as well. This does not mean leaving mainstream platforms immediately. Doing so would separate projects from audiences that still rely on them. It does mean avoiding complete dependence on visibility generated by systems that projects neither own nor control.

What should communicators do differently?

Several practical changes can produce more meaningful communication:

• Measure influence, not only exposure

• Continue monitoring reach, but place it in context. A policy brief read by one relevant policymaker may have greater value than a post receiving thousands of passive impressions. Indicators should reflect what the communication was intended to achieve—not simply what a platform can easily count.

• Publish with purpose

• More content does not automatically create more impact. A smaller number of useful, well-targeted outputs can outperform a constant publishing schedule. If direct engagement with 100 SMEs prevents a project team from posting on LinkedIn that day, the event may still represent the more valuable communication result.

• Invest in relationships

Audiences are counted; relationships are cultivated. Engage journalists, maintain contact with stakeholders, support consortium partners and follow up with people who express interest. These activities require patience, but they are more likely to generate trust, uptake and continued cooperation than follower growth alone. Explore European alternatives to social media platforms: Mastodon is a free and open-source software platform for decentralized social networking with microblogging features similar to X, formerly known as Twitter and W Social. These offer spaces operate differently from dominant commercial networks, which is precisely why communicators should learn how they function. Experimentation does not require abandoning established channels. It means understanding alternatives before they become necessary.

Strengthen channels you control

Websites, newsletters, mailing lists, events and partner networks may appear less exciting than social media, but they provide continuity and direct access to interested communities. They also reduce vulnerability to sudden changes in algorithms, ownership or platform policy. Draw on European knowledge resources - the European Commission’s Knowledge Valorisation Platform connects players in Europe working to turn research results into sustainable products and solutions that create economic value and benefit society; it offers webinars, guidance and opportunities to contribute to discussions about moving research and innovation results into policy, markets and society. The JRC’s Enlightenment 2.0 research also provides valuable insight into how people process evidence, form judgements and develop trust in public institutions.

The real objective in communications is not to be seen everywhere; It is to help the right knowledge reach the right people in a form they can understand and use. Visibility may open the door, but relevance, relationships and trust determine whether anyone walks through it.

Image credit: eurocom.eu

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