Download - Brussels agency models
![Page 1: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/1.jpg)
Current and future agency models in Brussels
Becoming the agency of the future
![Page 2: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/2.jpg)
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"
![Page 3: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/3.jpg)
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
![Page 4: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/4.jpg)
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"
![Page 5: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/5.jpg)
What will it mean for ZN?We're actually nearly there.. How to get to the finish line
![Page 6: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/6.jpg)
![Page 7: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/7.jpg)
![Page 8: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/8.jpg)
![Page 9: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/9.jpg)
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
![Page 10: Brussels agency models](https://reader034.vdocuments.us/reader034/viewer/2022042623/549e75cfb47959a0608b45cf/html5/thumbnails/10.jpg)
Thanks!