Opportunities for Strategic Public Relations : Evaluation of International Research and Innovation Project Dissemination

European industry, academia, and potential end users for future solutions are widely involved in applying for European Union (EU) funding of research and innovation and implementation of the projects. Funding instrument requirements emphasize the influence of skills and knowhow of these project consortia professionals. This chapter proposes a co-creative model for communication and dissemination, or project PR, based on the experiences of both planning and coordinating dissemination activities of three EU funded projects. Multidisciplinary international project PR offers strategic opportunities for PR professionals. The model employs the co-creation methods based on the pedagogical model called Learning by Developing (Laurea, 2011). In addition to the pedagogical model, the proposed conceptualization of co-creation for public relations and dissemination utilizes a media evaluation framework, which is adapted from Vos & Schoemaker’s model (2004), combining elements of both balanced scorecard and quality management. 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 modernized 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