The findings demonstrate that commitment and active participation of end-user groups in the early stage of the project are needed for successful dissemination, which should be supported by each partner’s PR actions and networks. The dissemination process should start when the project begins, be ongoing, even extending to beyond the project. Dissemination is an expanding process, and it requires facilitation that supports PR and the engagement of key stakeholders. The European Commission can gain from modernised PR and dissemination activities, and from as many end users as possible adopting new innovations, which generate more business possibilities for the industry, and further research projects for the academia.
|Series||Advances in Public Relations and Communication Management|
- public relations
- strategic communication
- learning by developing