Show notes
How EU projects can move from visibility to real use and impactCheck out the episode websiteIn this episode of The Grant, I’m joined by Borut Razbornik for a conversation about dissemination in EU projects — and why the traditional approach often does not work.We talk about the difference between simply making a project visible and actually getting people to use, adopt or engage with the results. Too often, dissemination becomes a matter of quantity: posting on websites, sharing on social media, counting impressions and promoting outputs one by one. Borut argues that this misses the real point. Dissemination should be about impact, usefulness and action.The episode then moves into Borut’s marketing perspective. We discuss attention as a scarce resource, why generic project messages fail, and why dissemination needs to speak directly to the needs of a target group. Borut also introduces his “flagship strategy”: identifying the most useful project result and building a focused dissemination pathway around it, instead of scattering attention across too many isolated outputs.We also cover LinkedIn, stakeholder engagement, project constraints, partner dynamics, creative thinking and why dissemination should be embedded in implementation from the start.A practical episode for anyone working with EU project communication, dissemination, exploitation or impact.Time codes:01:47 Guest introduction and fly in 06:09 The Problem: Dissemination That Doesn’t Work16:06 Understanding Attention – A Marketing Perspective26:05 A Different Approach – The Flagship Strategy41:42 Embedding Dissemination in the Work Itself48:12 Working Within Constraints57:06 Reflections and Advice58:47 The toughest challenge
