Current and future agency models in Brussels

Becoming the agency of the future

The current model

• Main components and priorities• Advocacy 60%• Communications 40%

• Tactics• Advocacy

• Policy expertise and lobbying• Communications

• PR– Media relations– Content

» Monitoring» Policy documentation

– Engagement» Events

The "driver"

The shift: what's happening?

• Lobbying isn't as effective as it used to be: decision-makers and public debate• The all-powerful constituent has a lot more sway• Public, real-world, societal concerns more important than ever• Organisation's deep, all-embracing long-term image is key

• Expectations are shifting so organisations need to focus on• Pro-activity over re-activity• Driving the debate rather than reacting to it• Social responsibility - with real meaning - backed up by action: engaging in social and

environmental issues that resonate is key

• Integration of all communications areas• Marketing, corporate communications, PA, PR moving closer• Communications becoming more business focussed; linked to what organisation does

rather than just image it wants to portray => comms needs to be more closely linked to operations

• What's more: people and information; it's a different world• New media and old media• Demise of the push model: search and pull as the primary way of accessing

information• The "real deal" over PR stunts, messaging and hooks

The future model that will dominate Brussels

• Main components and priorities• Advocacy 20%• Communications 80%

• Tactics• Advocacy

• Policy expertise and lobbying

• Communications• PR

– Media relations– Content

» Monitoring» Policy documentation» Websites, blogs, Twitter, video

– Engagement» Events

• ePR– Engagement

» Online monitoring» Blogger relations» Twitter engagement» Online events

• Other– SEO– Website design and production– Video production

The "driver"

What will it mean for ZN?We're actually nearly there.. How to get to the finish line

And maintaining the tenets..

1. People not technology

2. Integration: communications channels and business units

3. Communications isn't a silver bullet: no lost causes accepted

Thanks!