A Horizon Europe proposal can be technically excellent and still lose points in the impact section. One of the most common reasons is a weak focus on communication, dissemination, and exploitation (CDE). Evaluators quickly spot when CDE is treated as a mere checklist of promotional actions rather than a strategy to ensure results lead to real uptake.
Impact is not measured by visibility alone. Proposals must demonstrate how the results will reach key stakeholders, how adoption barriers will be addressed, and how they will translate into scientific, social, political, or market effects. Although the program does not strictly require a dedicated work package (WP) for CDE, beneficiaries must have a credible plan and adequate resources. Structuring these activities within a dedicated work package remains the most practical solution to clarify responsibilities and budgets.
Why generic CDE plans fail
Many proposals include a standard list of actions: a website, social networks, newsletters, and a final event. These activities provide little value when they lack strategic context. Evaluators end up asking, Who does the project need to influence, and what are those actors expected to do with the results?
Effective planning begins with the expected outcomes and the exploitable key results (KER). For each result, the consortium must identify the relevant users, define the engagement mechanism, and anticipate barriers to adoption. This shift from activity-based thinking to results-oriented planning is critical. Instead of saying that workshops will be organized, a solid proposal explains that these gatherings will bring together specific actors to validate results or support pilot implementations.
Linking CDE to the path to impact
A practical way to strengthen the strategy is to map project results to target audiences and uptake mechanisms.
Many successful proposals start from an internal matrix linking the expected result, the relevant audience, the uptake action, and the expected form of adoption (uptake). This avoids the common mistake of treating all stakeholders as a single group. Researchers, policymakers, and industry players have different interests and require tailored messaging. For example, a digital platform project could use communication to raise public awareness, dissemination to provide technical data to municipal planners, and exploitation to reach investors.
Communication, Dissemination, and Exploitation: Distinct yet Complementary
A recurring weakness is the tendency to use these terms interchangeably; in practice, each has a specific role:
- Communication: Refers to promoting the project to broad audiences, including the general public and the media. The goal is to raise awareness and ensure transparency about how EU funds address social challenges.
- Dissemination: Focuses on sharing results with actors who can validate them or build on them, such as researchers or public authorities. This includes scientific publications or the use of open data.
- Exploitation: Refers to the actual use of the results. It involves commercialization, policy implementation, or integration into industrial processes, and is closely tied to intellectual property and business models.
What evaluators expect from a credible CDE work package
A solid CDE work package explains how activities contribute to the expected results. It defines audiences precisely, specifying which regulators or investors will be engaged rather than using generic categories like “end users.” It also defines a strategy for each exploitable key result and clarifies who leads each dimension.
It should also include meaningful KPI indicators that measure real engagement and uptake, such as collaborations on pilots or demonstrated commercial interest. Finally, a compelling plan considers sustainability beyond the project duration, showing how the results will be maintained after EU funding ends.
Common pitfalls and how to avoid them
Several recurring issues weaken proposals:
- Technical disconnect: When CDE sits apart from the technical work packages, it is hard to explain how results will move from development to uptake.
- One-size-fits-all approach: Using the same uptake method for all audiences ignores different technical needs.
- Immature exploitation: Too often, preparation for exploitation is underestimated, leaving intellectual property and market pathways vague.
- Lack of foresight: Delaying exploitation until the end of the project is a mistake; preparation should start on day one.
Alina Harbovska, European Projects Consultant, European Funds at Euro-Funding.
