Background The Norwegian Seafood Research Fund (FHF) finances research in Europe's leading aquaculture nation. Funded by a 0.3% statutory levy on the Norwegian seafood industry, there is significant stakeholder interest in the strategic allocation of these funds and their subsequent benefit to the sector. In 2024, the FHF Board of Directors mandated an enhanced strategic focus on dissemination. The directive required direct communication with the industry to facilitate the swift implementation of new knowledge as projects are completed. This presentation outlines how FHF has restructured and modernised its communication framework to bridge the gap between researchers, industry stakeholders, and policymakers.
Method and Strategy To address the diverse requirements of various target audiences, FHF transitioned to a proactive, bespoke communication model characterised by targeted initiatives for specific themes and individual projects. Moving away from a "one-size-fits-all" approach, channels and formats are now selected according to their specific objective: short video clips and social media are employed to build public awareness and trust; trade media and seminars are utilised to ensure the adoption of knowledge within the industry; and dedicated policy briefs are produced to inform policy development and regulatory frameworks.
Furthermore, FHF has established robust routines to monitor research projects from inception to completion, providing coordinated communication support that enables researchers to disseminate their findings rapidly and effectively. To ensure digital platforms successfully simplify scientific content for the end-user, Gerry McGovern's "Top Task" methodology was implemented. This approach prioritises the essential tasks users wish to perform and optimises their completion rates.
The communications department operates according to several Key Performance Indicators (KPIs) set by the Board. Following the successful results achieved in 2025, more stringent KPIs have been introduced, necessitating an even more systematic approach to communication. With a core team of three employees, FHF relies on a network of external specialists across various disciplines, including cinematography, photography, animation, social media, design, and event management. This presentation will detail how we collaborate with external providers to achieve our overarching strategic goals - the primary objective being to reach the seafood industry with new knowledge.
The presentation will also provide concrete examples of targeted communication for different audiences. We will demonstrate how reputation surveys are utilised to refine dissemination strategies, ensuring information is delivered via the channels most preferred by the industry. Furthermore, we will emphasise the strategic advantage of prioritising proactive external dissemination over internal administrative tasks.
Innovation and Future Prospects As digital search behaviours evolve, FHF is shifting its focus from traditional Search Engine Optimisation (SEO) to Answer Engine Optimisation (AEO). We strategically analyse how our research ranks within Google's AI-generated overviews and actively integrate AI chatbots and AI-driven English translation to enhance the global visibility and accessibility of Norwegian aquaculture research.
Conclusion By professionalising external communication through targeted formats and embracing artificial intelligence and user-centred web design, FHF ensures that research funding is converted into tangible, high-value knowledge. Dissemination is fundamental to increasing the value of research. This presentation shares practical insights and examples, offering a model for modernising research communication that is highly relevant to the wider European aquaculture sector.