Communication strategy 2023 - 2028.
Date: 2024-07-04
Institutions: European Union Agency for Fundamental Rights
Subjects: European Union Agency for Fundamental Rights, access to EU information, dissemination of EU information, fundamental rights, human rights, image, public awareness campaign, public relations

Communication 
Strategy
2023 

2028

Reproduction is authorised provided the source is acknowledged.

For any use or reproduction of photos or other material that is not under the European Union Agency for 
Fundamental Rights copyright, permission must be sought directly from the copyright holders.

Neither the European Union Agency for Fundamental Rights nor any person acting on behalf of the agency 
is responsible for the use that might be made of the following information.

Luxembourg: Publications Office of the European Union, 2024

Print 

ISBN 978-92-9489-299-7 

doi: 10.2811/728327

TK-09-24-055-EN-C

PDF 

ISBN 978-92-9489-298-0

doi:10.2811/329668

TK-09-24-055-EN-N

Photo credits:
Cover and pages 3, 5, 6, 7, 8, 11, 12, 13, 14, 15, 16, 17, 19, 20, 21, 22, 23, 24, 26: © klyaksun/stock.adobe.com
page 4: © Ekaterina/stock.adobe.com

Contents

Context   . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Core communications principles  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Objectives of FRA’s CommunicationStrategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Target audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Multiplier audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Social media channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Choice of channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Publications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Email campaigns  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Stakeholder communications, events and community . . . . . . . . . . . . . . . . . 12

Media relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Internal communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Visual communications: Graphics, data-visualisation, 
photography, video, animations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Mapping audiences to channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Annual communication programmes: 
Prioritising FRA’s communications and demonstrating impact . . . . . . . . . . 18

Approach and key messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Prioritising FRA’s communications: Making a case 
for fundamental rights and promoting FRA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

A pro-active approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

An agile and opportunistic approach  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

An integrated approach to effective communications . . . . . . . . . . . . . . . . . . 21

Integration within projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Integration of scheduling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Integration of resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Evaluating the Communication Strategy 2023-2028. . . . . . . . . . . . . . . . . . . . . . . . 23

Background and regulatory framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Context

The European Union Agency for Fundamental Rights (FRA) is
established to provide relevant stakeholders in the EU and 
its Member States with assistance and expertise relating to 
fundamental rights.

By conducting and publishing independent research, FRA supports 
law- and policymakers as they develop new legislation and policy 
to fully respect fundamental rights, and as they track and address 
gaps in the performance of existing measures.

Working on areas ranging from equality and non-discrimination, 
through digital technologies and AI, to migration and the climate 
crises, FRA has a vital role in shaping the world that we live in.

One of the key tasks of the Agency is to raise public awareness of 
fundamental rights and actively disseminate information about its 
work. To support the fulfilment of this task, the FRA Regulation
sets out for the Agency to develop a communication strategy and 
promote dialogue with civil society.

The FRA Communication Strategy 2023-2028 defines the 
principal objectives and overall approach that will underpin the 
communication activities of the Agency over the next five years, in 
support of the implementation of the FRA Strategic Plan 2023-2028. 
The Communication Strategy defines FRA’s key target audiences 
and the communication channels that the Agency will exploit to 
reach them in pursuit of its objectives. It provides guidance for the 
Agency’s annual communication planning cycle and priorities, and a 
framework for ensuring that the Agency’s communication is timely, 
relevant, and impactful.

In recent years, FRA has modernised its communications. 
The Agency has also played a central role in human rights 
communications by developing and promoting the ’10 Keys to 
effectively communicating human rights’. The 10 keys underpin this 
strategy and enable the further innovation of FRA’s communication 
activities over the next five years.

Effectively communicating and promoting human rights is an 
integral part of fulfilling those rights for all. Raising awareness of 
the benefits of these rights to people’s lives is essential for diluting 
the widespread scepticism about the role of the human rights 
framework in the resolution of today’s social challenges.

keys

to effectively 
communicating 
human rights

NEW

2

3

Core communications 
principles

FRA’s communication goal is to position the Agency as an 
independent centre of excellence and reference, recognised 
by lawmakers, policymakers and the broader human rights 
community for its reliable analysis of the human rights 
challenges in the EU.

Principle

Principle

In pursuit of this goal, FRA 
will continue to implement 
the 10 keys to effectively 
communicating human 
rights, and apply them 
alongside the following six 
communications principles.

22

Timeliness
We time our communications to 
support the legislative and policy 
development cycle, and to respond 
to external events of relevance.
Principle

44

Diversity

We reflect people’s lived 
experiences in the narratives 
that emerge from our research 
and analysis.
Principle

66

Impact

We strive for continuous 
innovation in the way we 
communicate so we can 
generate maximum impact.

11

Relevance
We create audience-first 
communications, tailored 
to the needs of our 
stakeholders.
Principle

33

Rigour

We work to maintain our 
reputation by upholding 
strict quality standards.

Principle

55

Transparency

We distribute our data 
and analysis, and make 
public key decisions 
and procedures, in full 
compliance with legal and 
ethnical requirements, 
including those aimed at 
protecting privacy.

3

2

These objectives enable 
the Agency to effectively 
deliver on its core mandate 
and tasks. They support 
the Agency in increasing its 
brand identity and becoming 
more widely known among 
key stakeholders and the 
broader public.

The objectives also support 
the Agency in its efforts to 
increase media impact and
social media reach.

Finally, the objectives enable 
the Agency in contributing 
to the broader effort to build 
public consent and support 
for human rights.

Objectives of FRA’s 
Communication Strategy

FRA’s Communication Strategy 2023-2028 sets out
the following objectives:

OBJECTIVE 2

Continuously communicate 
the enduring importance of 
human rights, emphasising 
their relevance in 
contemporary EU and
global contexts.

OBJECTIVE 1

Communicate timely and 
effectively FRA’s findings
and analysis to law- and 
policymakers, human 
rights and equality bodies, 
and civil society to ensure 
a tangible impact on 
policy development and 
implementation at the EU 
and national levels.

OBJECTIVE 3

Use FRA’s convening power 
to create an inclusive space 
for inspiring dialogue on 
the pressing human rights 
challenges in the EU.

OBJECTIVE 4

Promote FRA as the EU’s 
independent centre of 
excellence for fundamental 
rights knowledge, 
reinforcing the Agency’s 
credibility and trust among 
its stakeholders.

4

5

Target audiences

FRA’s key audiences are diverse. They include:

•

•

•

•

•

 Law-and policymakers at the EU level, including
the European Parliament, the Council and the
European Commission

 Law-and policymakers within EU Member States

 Human rights defenders

 Civil society, including organisations representing

young people

 Media

While FRA needs to build and maintain strong relationships 
with specific stakeholders, the agency needs to 
communicate effectively across the board – with both a 
breadth and depth that reflects its position as the EU’s 
independent centre of excellence for fundamental
rights knowledge.

As per the 10 keys, FRA will need to diversify its 
communication activities to address different audiences
and work collaboratively to do so.

Lawmakers,

policymakers

and civil society

represent extremely 
broad areas of interest. 
FRA will need to regularly 
communicate with them 
about issues as diverse as 
racism and discrimination, 
digital technologies and 
AI, migration, the climate 
crises, and beyond. All 
communications should 
reflect FRA’s expertise.

4

5

Multiplier audiences

Individuals within all of FRA’s audience groups are in turn 
influenced by a broad range of ‘multiplier’ audiences, 
including lawyers and legal practitioners, journalists and 
editors, academics, people from the worlds of business, 
sports and arts, members of faith communities and other 
individuals/organisations with wide social media reach.

FRA will consider these ‘multipliers’ as a target audience in 
their own right.

As well as identifying such ‘influencers’ in the more 
traditional roles (as above), FRA will also identify key 
influencers across social media channels who can help 
to support FRA’s objectives, to develop strong and 
collaborative relationships with them.

FRA will also continue to collaborate with fellow 
communication experts, including through its human rights 
communicators’ networks, to identify shared objectives and 
to support and amplify each other’s activity.

Strategic priority 3.1 of FRA’s Strategic Plan 2023-2028 
identifies ‘rights holders and duty bearers, and young 
people’ as a priority audience.

For this reason, FRA also needs to communicate to everyone 
in the EU. As that group is very broad, FRA will focus on the 
people (and groups who represent them) who are most 
likely to benefit from the work of the Agency.

Effectively reaching this audience – including young people – 
can also turn them into advocates and multipliers.

FRA will target influencers and influential organisations with 
large social media footprints within this group.

FRA will also target organisations which can help carry 
messaging to groups representing people in position of 
vulnerability, online as well as offline.

Telling a human story which triggers people’s core values 
will give FRA’s messages an authentic voice and help reach 
those broader audiences.

FRA’s Strategic Plan 
2023-2028 sets out FRA’s 
vision where “everyone 
in the EU is treated 
with dignity and is able 
to fully enjoy their 
fundamental rights and 
freedoms”.

6

7

Channels

FRA will constantly seek to improve accessibility across 
all communication channels. This includes monitoring and 
improving delivery of multilingual content and catering for 
the needs of people with disabilities. Digital assets will be 
produced to ‘best practice’ accessibility criteria.

Website

The FRA website will continue to be at the heart of FRA’s 
communication activities. FRA will further develop the 
website with an audience-first and ‘newsroom’ mentality, 
based on an annual communications programme, priorities 
and calendar owned by the Communications and Events Unit.

Key products will be published in a timely manner on the 
website, with different pages tailored to FRA’s distinct 
audience groups, reflecting the diversity of voices included 
within the products, and signposted to drive impact and 
support transparency.

FRA will adopt an organic Search Engine Optimisation (SEO) 
strategy to ensure that users can get the information they 
want. The Agency will maintain a ‘watching brief’ on how EU 
institutions can integrate AI technology into websites to help 
users find the information they want.

FRA will continue to create ‘launch’ pages on specific topics 
that signpost access to reports, summaries, data sources, 
videos, animations and infographics and further reading 
relating to individual products.

FRA will also continue to offer website users access to data-
visualisation tools and data downloads.

As FRA’s communications builds on a ‘push’ approach (i.e. 
publishing paper reports) to increasingly adopt a ‘pull’ 
approach (where users know that everything they want 
will be on the website), FRA will need to adjust resources 
accordingly.

6

7

Social media channels

FRA is very active on social media channels, prompting 
significant engagement on LinkedIn (60,000 followers) and 
X (formerly Twitter) (74,000 followers).

The Agency is also active on Facebook (76,000 followers) 
but with less engagement.

FRA’s Instagram channel (5,000 followers) is growing 
in importance, particularly to communicate with 
younger audiences.

Choice of channels

Building on the Communication Strategy, FRA will set 
out clear objectives for creating content for social media 
channels, which will consist of:

•

•

•

•

 Maintaining/building FRA’s reputation as 
a centre of fundamental rights excellence

 Reaching specific audiences

 Prompting engagement and action 

from specific audiences

 Driving traffic to the website

New visual guidelines will deliver design consistency across 
the social media channels.

FRA’s Director and senior staff, including the Chair of the 
Management Board, will be encouraged, and enabled to 
use their own social footprints to amplify FRA content and 
support FRA’s communications objectives. FRA will also 
aim to utilise the members of its Scientific Committee as 
multipliers of its social media contents.

An updated social media 
policy will also help FRA 
staff support the agency’s 
work on their own social 
channels while protecting 
its (and their) reputation.

8

9

FRA will continue to keep a ‘watching brief’ on new social 
channels. As new social channels grow in popularity, FRA 
will typically ‘park’ a domain on them (to protect FRA’s 
image by preventing misuse of the channel by others). FRA 
will continue to follow EU guidelines on the use of specific 
platforms and will carry out regular assessment of whether 
and how they should be used.

The use of all social media channels will be increasingly 
strategic, rather than opportunistic, and contribute to FRA’s 
‘audience-first’ communication strategy. Social media 
contents will be increasingly optimised for each channel.

The Agency will develop dedicated social media campaigns
to support the promotion of its key publications and 
their findings.

Results of FRA research have a long shelf-life, 
particularly on social media channels. So, FRA will 
create social content that supports current thematic 
communications priorities (as defined by the annual 
plan) sourced from both recent and past products.

The Agency will regularly repost relevant content which 
supports FRA’s communications objectives and its annual 
communication priorities.

The Agency will also feed into ongoing topical debates by 
sharing relevant FRA data on social media channels.

Outside of specific campaigns, FRA will seek to boost 
some of its social media posts, particularly amongst key 
stakeholder audiences.

Social media channels will be benchmarked (at least against 
reach, engagement and traffic) with dedicated targets set 
for specific communications themes or campaigns.

8

9

> 68,000

PHYSICAL COPIES

2022



In view of the impact that 
human stories and authentic 
voices have for the reach of 
communication activities, 
FRA will seek to include more 
diverse voices in reports, to 
accurately represent the lived 
experience of individuals 
impacted by its work.

In turn, some of these 
individuals’ stories should 
(with their consent) be used 
across FRA communication 
channels.

Publications

FRA has a strong track record in publishing and 
disseminating reports. FRA’s publications are extremely 
popular: 68,000 physical copies were ordered in 2022, 
representing an increase of 26% compared to 2021.

While some stakeholders (e.g. universities, parliaments, 
legal practitioners) may still require physical copies of full 
reports, many others prefer to access FRA data, analysis and 
opinions online.

To satisfy both preferences FRA will:

•

•

•

•

•

•

 Continue to develop a ‘digital first’ approach to 

publications, streamlining the production process to use 
the same ‘source’ content to create HTML pages as well 
as downloadable/printable pdfs within a well-defined 
style guide.

 Continue to develop the website to establish hub/landing 
pages for ‘high impact’ reports which signpost different 
‘depth’ of information so users can choose what they 
want – for example with a summary introduction and/or 
video and links to a:

a/ News story

b/ Press release

c/  Summary report (in several languages)

d/ Full report

 Ensure that all publications are indexed effectively by 
global search engines and generative AI tools, as well 
as recognised with ISBN/DOI numbers.

 Continue moving from a predominantly academic writing 

style to a more audience-focused one.

 Support staff in maintaining the highest possible 

editorial, data and style standards, and enabling the 
Agency to publish its work to a strict and prioritised 
editorial calendar.

 Implement a new publications policy to develop more 

impactful ways of communicating with key stakeholders, 
as well as (or instead of) publications, such as

e/ Interactive data visualisations

f/  Video animations

g/ Tailored emails

h/ Other

10

11

Email campaigns

As the reach of organic social content reduces, FRA will 
review current production processes to deliver more 
personalised and editorialised newsletter to stakeholders 
who opt-in to receive it. This tailored email will cover news 
items and topics that they have said they are interested in.

The benchmarks for judging success would be similar to 
those for social media channels:

•

•

•

•

 Maintaining/building FRA’s reputation as a centre

of fundamental rights excellence (including
community-building)

 Reaching specific audiences

 Prompting engagement and action from

specific audiences

 Driving traffic to the website (especially the ‘hub’ or 

‘news’ pages)

By tracking open rates and click-through rates FRA will track 
the headlines and topics that are most effective and adjust 
future content accordingly.

FRA’s emails will actively embrace the principles set out in 
the 10 keys, including triggering people’s core values, cutting 
a long story short and getting visual.

10

11

Stakeholder communications,
events and community

FRA’s Communication Strategy 2023-2028 will dovetail 
with the FRA’s Stakeholder Management Strategy. The 
communications principles of relevance, timeliness, rigour, 
diversity, impact and transparency will apply equally
across both.

FRA will continue to assess the strategic value of attending 
and organising events which support FRA’s Strategic Plan 
2023-2028, including the Fundamental Rights Forum, and the 
Youth Fundamental Rights Dialogues.

Such events help to position FRA as the EU’s independent 
centre of excellence for fundamental rights knowledge by 
creating a safe and inclusive space for inspiring dialogue 
on the pressing human rights challenges in the EU. FRA 
recognises the value in encouraging stakeholder groups and 
other influencers to amplify FRA’s own communications. So, 
FRA will create certain assets and products which help those 
stakeholders achieve their own objectives, while increasing 
the reach of FRA’s own brand and findings.

FRA will continue to nurture and strengthen relationships 
which may be particularly successful at helping to take 
the Agency’s key messages out to its target audiences; 
for example, by finding ways to enhance a collaborative 
communications approach and build transformative 
partnerships within business, arts, sports, and civil society 
stakeholder groups.

FRA will also continue to identify opportunities for the 
Director, Chair and Vice-Chair of the Management Board to 
participate in external events which support the Agency’s 
broader objectives. The members of the Management Board 
and the Scientific Committee are also encouraged to do so.

FRA’s stakeholder 
communications, events 
and community activities 
will support the aim 
to identify issues of 
broader interest to 
the general public, 
embrace positivity and 
diversify communication 
strategies to address 
different audiences.

12

13

Media relations

Effective media relations are central to support FRA 
deliver its Strategic Plan 2023-2028.

FRA is already a respected authority. Over the next five 
years, FRA will refine its pro-active, opportunistic and 
reactive media relations tactics to focus on delivering 
even more impact within trusted media to reach
key stakeholders.

FRA will develop a journalist briefing programme for the 
Director, and will media-train staff members, partly to 
ensure greater diversity of FRA representation and give 
the Agency a more authentic voice.

FRA will also consider how/when to be bolder in 
generating news articles, press releases, op-eds and 
quotes to be featured in, and to drive media stories.

Based on FRA’s strategic and thematic priorities, the 
Agency will identify more opportunities (partly by 
investing in media monitoring) to help shape FRA 
contributions to relevant high-impact news stories on 
the themes identified. Implemented with the necessary 
political sensitivity, this effort can help FRA’s core 
communications objectives.

12

13

Internal communications

FRA’s internal communication strategy sets out how FRA’s 
own staff can become external champions of FRA’s work 
and support the external communication strategy by posting 
about FRA activity on their own social channels in a timely 
manner, within clear social media guidelines.

Visual communications:
Graphics, data-visualisation,
photography, video, animations

FRA has traditionally disseminated its work by producing 
reports, within a visual identity that was designed for print.

As well as producing data-intensive reports for institutional 
stakeholders, FRA now needs to communicate with other 
audiences using more modern formats, including video, 
animations, audio and static graphics.

FRA will modernise its visual identity and style guide to 
reflect these external changes, to cater for the increasing 
demand for attractive graphic and video contents, and to 
appeal to broader audience groups (e.g., younger people as 
recognised in the Strategic Plan 2023-2028).

A clear visual identity will offer consistency, clarity and 
direction to deliver more audience-focused communications.

Implementing a clear visual identity with FRA’s integrated 
communications approach, particularly with increased focus 
on visual outputs, may require further developing the skills 
and tools available within the Communications and
Events Unit.

14

15

Mapping audiences
to channels

Following the principles set out in the 10 keys, FRA will 
aim to diversify its communication approach to address 
different audiences.

There is no one size fits all approach to ensuring 
FRA’s communications reaches its target audiences.

There are a several principles to consider which will 
always help when it comes to developing an effective 
communications campaign.

•

•

•

•

•

 Who is the target audience we want to reach?

 What do we want them to do next?

 What/who is likely to influence them, 

and on what channel?

 When is the best time to reach them and 

how much time do they have?

 How will we measure success?

The more explicit FRA staff can be in answering these 
questions, the more successful FRA’s communications will 
be. Using recognised strategic communications planning 
methodologies and adopting an explicit briefing template 
will support delivering effective audience-focused 
communications.

The table below illustrates which channels are most likely to 
be effective for which audiences.

?

14

15

Which channels for 
which audiences

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Email

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for this 
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primary 
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for this 
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primary 
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for this 
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primary 
channels 
for this 
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primary 
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for this 
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channel 
for this 
audience

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primary 
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for this 
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primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Key 
channel 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Key 
channel 
for this 
audience

Audience / 
Channel

Website

Publications 
(inc online)

Policymakers 
at EU level

Policymakers at 
EU level

Other 
primary 
channels 
for this 
audience

Key channel 
for this 
audience

Policymakers 
within 
Member 
States

Policymakers within 
Member states

Other 
primary 
channels 
for this 
audience

Key channel 
for this 
audience

Other primary 
channels for 
this audience

Other primary 
channels for 
this audience

Other primary 
channels for 
this audience

Other primary 
channels for 
this audience

Key channel 
for this 
audience

Key channel 
for this 
audience

Human Rights 
Defenders

Key 
channel 
for this 
audience

Human Rights 
Defenders

Civil Society

Civil Society

Elected 
Officials

Elected officials

Key 
channel 
for this 
audience

Key 
channel 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Other 
primary 
channels 
for this 
audience

Key 
channel 
for this 
audience

Other 
primary 
channels 
for this 
audience

Media

Media

Lawyers

Lawyers

Academics

Academics

Affected 
rightsholders

Affected 
rightsholders

Influencers

Influencers

Key channel 
for this audience

Other primary channels 
for this audience

16

17

 
 
 
 
FRA’s main channel is its website. Other channels are 
generally seen as signposts towards it. As such, the more 
that FRA can shape the user-journey of the target audience 
the better.

•

•

•

 A call to action from a social post or an email should lead 

to a hub or landing page on the FRA website.

 The landing page should expand upon information in 

that post, signpost other relevant links and have a call 
to action to ‘find out more’.

 That next page should explain a lot more about the 

topic, and signpost other calls to action including an 
option to (say) read, download, or email themselves 
the full report.

Such a ‘pyramid’ user journey means that the user is always 
in control of their time, gains new information and is nudged 
towards more detail with every click, irrespective of where 
they join the pyramid.

Social post or email 
or media relations

Landing page 
/ brief summary

Summary document

Amplifies by 
sharing within 
own network

Full report

Full dataset

Desired 'pyramid' 
user journey

16

17

Annual communication 
programmes: Prioritising 
FRA’s communications and 
demonstrating impact

Everything FRA produces is, by definition, important in 
achieving the Agency’s broad objectives.

When it comes to communications, however, FRA will 
prepare to communicate fewer things, but to do so
more effectively.

As FRA’s resources are limited, the Agency will tailor its 
communications resource investment based on

•

•

 the degree to which it supports the Agency’s 
communications and overall objectives; and

 its compatibility with the communications principles
of relevance, timeliness, rigour, diversity, impact,
and transparency.

FRA’s Strategic Plan 2023-2028 “has been conceived as an 
agile programming mechanism” which reflects that FRA’s 
key focus areas will change over time. The 2024 European 
Parliament elections also mean that FRA will “need to be 
capable of responding flexibly so that its strategy can adapt 
to evolving policy priorities.”

So, as FRA defines its annual thematic communication 
priorities based on the Single Programming Document, 
the Agency will also need to continue producing tailored 
communication plans for each theme.

This thematic approach means that FRA can focus 
its communications and deliver genuine cut-through 
communications. As such, it will be recognised as an expert 
body, with authority on specific subjects.

FRA will prioritise its communications resources based on 
the strategic priorities defined and agreed upon by the 
Management Team, including the Heads of Unit representing 
the Agency’s projects, and based on the advice of the Head 
of Communications and Events Unit.

More resources 
will be allocated 
to communications 
activities which are 
likely to demonstrate 
impact across all four 
communication objectives 
(see p. 5) over projects 
or products which may 
achieve fewer of them.

18

19

Approach and 
key messaging

Prioritising FRA’s communications: 
Making a case for fundamental rights 
and promoting FRA

Within this prioritisation, and as part of the Communication 
Strategy 2023-2028, FRA will try to define some new 
‘common ground’ to revive and revise interest in 
fundamental rights, and FRA’s own role in defending those 
rights (as per objective two).

As part of that endeavour, FRA will seek to tell a human 
story, identify issues of broader interest to the public, and 
trigger people’s core values.

FRA will adopt a pro-active approach, as well as a more 
agile and opportunistic one to deliver on its
communication objectives.

A pro-active approach

Despite the adoption of the Universal Declaration of Human 
Rights (UDHR) in 1948, and later, the European Convention 
on Human Rights and the EU Charter for Fundamental 
Rights, many observers nowadays note people’s growing 
scepticism towards the importance and relevance of 
those rights.

FRA can shape the human rights narrative. A narrative 
that triggers people’s core values to demonstrate that 
fundamental rights benefit everyone. A narrative that can 
counter the growth of arguments which seek to push back 
against the universal importance of certain rights.

In the period 2023-2028, FRA will take every opportunity to 
make the case for the universal importance of fundamental 
rights, particularly to young people.

18

19

The Agency will raise awareness of the benefits of human 
rights to people's everyday lives, speaking to relevant 
cultural values and pressing societal issues, to dilute the 
widespread scepticism about the efficacy of human rights.

Focussing on the relatively new but increasingly 
relevant intersection of human rights with topics such 
as climate change and new technologies, will allow FRA 
to demonstrate the universality of human rights to its 
audiences, and to engage younger people.

Similarly, FRA can also prioritise other themes which would:
a/ support its core objectives ; and

b/ demonstrate FRA’s credibility to a broader,

often younger audience.

Choosing to focus on themes where there is a broad 
consensus that discrimination should not be tolerated can 
provide FRA a greater authority and responsibility which will 
resonate with a younger audience.

FRA will also explore the possibility to develop a stand-
alone consumer-facing campaign to explain what 
fundamental rights are, why they exist, and what they 
mean for people’s daily lives.

An agile and opportunistic approach

FRA will continue to look for new opportunities to 
communicate its research, analysis and Opinions, and to 
demonstrate the importance of fundamental rights.

In many cases this might be in response to external events.

Sometimes FRA may produce a new formal report, but 
in other cases the Agency can also produce ad-hoc 
communication products (such as op-eds and statements), 
based on previous publications and/or consultation with 
internal experts.

When FRA decides to produce and communicate a new 
product in response to external events (e.g., sudden mass 
migration, a global health crisis, or instances of violence 
against women), the Agency will typically have to reduce 
resources for other projects.

20

21

An integrated approach to effective 
communications

As part of this strategy FRA will develop new working 
practices to ensure a more integrated approach to 
communications across the Agency, and within the 
Communications and Events Unit.

Integration within projects

FRA can increase the impact of its activities by considering 
communications needs and target audiences earlier in the 
project timelines.

Setting out more formal ways for project managers to 
consider their target audiences and desired impacts as they 
shape their work will help to define the types of product(s) 
required to effectively communicate it.

This, in turn, will inform the level of input required from 
members of the Communications and Events Unit to create 
the appropriate assets.

For example, it is often much easier to generate broadcast 
media coverage or social engagement with case studies 
and/or well sourced verbatim quotes which support the 
prevailing narrative.

So, for certain reports, project managers will be asked to 
help identify potential case studies early in the process, to 
save time later.

20

21

Integration of scheduling

The FRA Communications and Events Unit will continue to 
manage the Agency’s publication schedule to maximise the 
impact of FRA’s activity by coordinating what, when and 
how content is published.

The public publication schedule will include events and 
publication dates so that FRA’s timings can be prioritised 
accordingly and spread out in time for maximum impact. An 
additional, internal schedule based around the public version 
and including in addition speaking opportunities, policy 
developments, major upcoming events and international 
days, can further support the planning and scheduling of 
FRA’s communications.

Integration of resources

When FRA was established, the primary communications 
channels available were publishing reports, sending out 
news releases and speaking at events.

But now, FRA needs to plan communications across 
multiple channels, with a consistent message. This requires 
significant integration and further development of the skills 
within the Communications and Events Unit.

FRA needs to further develop 
in-house skills to ensure 
that the Unit can create 
more audio-visual content, 
interactive graphics, data-
visualisations, and social 
media posts, as well as to 
support the editorial process 
for FRA’s publications.

22

23

Evaluating the 
Communication Strategy 
2023-2028

This communication strategy sets out four overarching objectives:

11

Communicate timely and 
effectively FRA’s findings 
and analysis to law- and 
policymakers, human rights 
and equality bodies, and civil 
society to ensure a tangible 
impact on policy development 
and implementation at the EU 
and national levels.

22

Continuously communicate 
the enduring importance of 
human rights, emphasising 
their relevance in 
contemporary EU and 
global contexts.

33

44

Use FRA’s convening power 
to create an inclusive space 
for inspiring dialogue on 
the pressing human rights 
challenges in the EU.

Promote FRA as the EU’s 
independent centre of 
excellence for fundamental 
rights knowledge, reinforcing 
the Agency’s credibility and 
trust among its stakeholders.

22

23

FRA will benchmark and track suitable metrics to track the 
effectiveness of its communications. Where possible these 
metrics will focus on ‘outcomes’– namely, what changes 
happen resulting from FRA’s communications, and align with 
the performance measurement framework of the Agency.

Where ‘outcomes’ can’t be measured, then often ‘out-
takes’ can be tracked. ‘Out-takes’ are defined by how many 
people/organisations acted in some way as a result of FRA’s 
communications – e.g., clicking on a link or signing up to an 
email list.

And if ‘out-takes’ cannot be measured, then FRA could 
measure ‘outputs’ - namely how much was delivered by the 
Communications and Events Unit.

As well as measuring metrics and proxies, FRA will also 
assess the impact of its communications among key 
stakeholders, particularly EU policymakers, Member State 
policymakers, NHRIs, academics, Human rights defenders 
and journalists.

As envisaged in the FRA regulation, and reflecting the FRA 
Strategic Plan 2023-2028, the Communication Strategy will 
be reviewed at mid-term. On that basis, the strategy may 
be updated to reflect any changes in the Agency’s strategic 
priorities or to adapt to external developments.

24

25

Background and 
regulatory framework

Article 2 of FRA’s Founding Regulation (as amended in 
2022) defines the objective of FRA as “to provide the 
relevant Union institutions, bodies, offices and agencies 
and the Member States when implementing Union law with 
assistance and expertise relating to fundamental rights 
in order to support them when they take measures or 
formulate courses of action within their respective spheres 
of competence to fully respect fundamental rights”.

Within those regulations FRA is tasked specific activities 
including:

•4.1.A.  collect, record, analyse and disseminate relevant, 
objective, reliable and comparable information and 
data, including results from research and monitoring 
communicated to it by Member States, Union institutions, 
bodies, offices and agencies, research centres, national 
bodies, non-governmental organisations, third countries and 
international organisations, in particular by the competent 
bodies of the Council of Europe

•4.1 C.  carry out, cooperate with or encourage scientific 
research and surveys, preparatory studies and feasibility 
studies, including, where appropriate and compatible 
with its priorities and its annual and multiannual work 
programmes, at the request of the European Parliament, the 
Council or the Commission

•4.1.D.  formulate and publish conclusions and opinions on 
specific thematic topics, for the Union institutions and the 
Member States when implementing Union law, either on its 
own initiative or at the request of the European Parliament, 
the Council or the Commission

•4.1.H.  develop a communication strategy and promote 
dialogue with civil society, in order to raise public awareness 
of fundamental rights and actively disseminate information 
about its work

24

25

FRA’s Strategic Plan 2023-2028 recognises several 
megatrends that will affect FRA’s work over the 
next five years including a possible ‘backsliding’ of 
democracy, a reduction in acceptance of the rule of 
law and increasing inequalities and migration.

In some cases, these megatrends threaten to 
reduce the widespread acceptance and value of 
fundamental rights.

FRA’s Strategic Plan 2023-2028 also defines three 
strategic priorities, to:

rights standards in the development 
of new EU lawsand policies;

11 support the upholding of fundamental 
22 contribute to ensuring respect, 

protection and fulfilment of 
fundamental rights in the fields covered 
by existing EU laws and policies;

33 engage in cross-cutting actions to 

support the realisation of the EU’s 
fundamental rights goals and vision.

FRA’s Communication Strategy sets out the strategic 
direction for FRA’s communication activities, which 
will serve to support the agency as it delivers these 
three strategic priorities.

FRA’s Strategic Plan 2023-2028 
reflects the updated founding 
regulation and the current 
context. It defines FRA’s vision 
as follows:

FRA envisions a future in which 
everyone in the EU is treated 
with dignity and is able to fully 
enjoy their fundamental rights 
and freedoms.

FRA will continue to fulfil its 
role as the EU’s independent 
centre of excellence for 
fundamental rights, providing 
support to the EU institutions 
and Member States in 
developing and implementing 
legislation and policies in 
accordance with the Charter 
of Fundamental Rights of the 
European Union.

26

Getting in touch with the EU

In person

All over the European Union there are hundreds of Europe Direct information centres. 
You can find the address of the centre nearest you at: 
https://europa.eu/european-union/contact_en

On the phone or by email

Europe Direct is a service that answers your questions about
the European Union. You can contact this service:
― by freephone: 00 800 6 7 8 9 10 11

(certain operators may charge for these calls),

― at the following standard number: +32 22999696 or
― by email via: https://europa.eu/european-union/contact_en

Finding information about the EU

Online

Information about the European Union in all the official languages
of the EU is available on the Europa website at:
https://europa.eu/european-union/index_en

EU publications

You can download or order free and priced EU publications at:
https://publications.europa.eu/en/publications.
Multiple copies of free publications may be obtained by
contacting Europe Direct or your local information centre 
(see https:// europa.eu/european-union/contact_en).

EU law and related documents

For access to legal information from the EU, including all EU law
since 1952 in all the official language versions, go to EUR- Lex at:
http://eur-lex.europa.eu

Open data from the EU

The EU Open Data Portal (http://data.europa.eu/euodp/en) provides
access to datasets from the EU. Data can be downloaded and reused for free,
for both commercial and non-commercial purposes.

PROMOTING AND PROTECTING 
YOUR FUNDAMENTAL RIGHTS 
ACROSS THE EU 

FRA – EUROPEAN UNION AGENCY FOR FUNDAMENTAL RIGHTS
Schwarzenbergplatz 11 – 1040 Vienna – Austria
T +43 158030-0 – F +43 158030-699 
fra.europa.eu

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twitter.com/EURightsAgency

linkedin.com/company/eu-fundamental-rights-agency