Brussels agency models

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Brussels agency models

  1. 1. Current and future agency models in Brussels Becoming the agency of the future
  2. 2. The current model <ul><li>Main components and priorities </li></ul><ul><ul><li>Advocacy 60% </li></ul></ul><ul><ul><li>Communications 40% </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><ul><li>Policy expertise and lobbying </li></ul></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><ul><li>PR </li></ul></ul></ul><ul><ul><ul><ul><li>Media relations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Monitoring </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Policy documentation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Engagement </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Events </li></ul></ul></ul></ul></ul>The &quot;driver&quot;
  3. 3. The shift: what's happening? <ul><li>Lobbying isn't as effective as it used to be: decision-makers and public debate </li></ul><ul><ul><li>The all-powerful constituent has a lot more sway </li></ul></ul><ul><ul><li>Public, real-world, societal concerns more important than ever </li></ul></ul><ul><ul><li>Organisation's deep, all-embracing long-term image is key </li></ul></ul><ul><li>Expectations are shifting so organisations need to focus on </li></ul><ul><ul><li>Pro-activity over re-activity </li></ul></ul><ul><ul><li>Driving the debate rather than reacting to it </li></ul></ul><ul><ul><li>Social responsibility - with real meaning - backed up by action: engaging in social and environmental issues that resonate is key </li></ul></ul><ul><li>Integration of all communications areas </li></ul><ul><ul><li>Marketing, corporate communications, PA, PR moving closer </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><li>What's more: people and information; it's a different world </li></ul><ul><ul><li>New media and old media </li></ul></ul><ul><ul><li>Demise of the push model: search and pull as the primary way of accessing information </li></ul></ul><ul><ul><li>The &quot;real deal&quot; over PR stunts, messaging and hooks </li></ul></ul>
  4. 4. The future model that will dominate Brussels <ul><li>Main components and priorities </li></ul><ul><ul><li>Advocacy 20% </li></ul></ul><ul><ul><li>Communications 80% </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><ul><li>Policy expertise and lobbying </li></ul></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><ul><li>PR </li></ul></ul></ul><ul><ul><ul><ul><li>Media relations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Monitoring </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Policy documentation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Websites, blogs, Twitter, video </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Engagement </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Events </li></ul></ul></ul></ul></ul><ul><ul><ul><li>ePR </li></ul></ul></ul><ul><ul><ul><ul><li>Engagement </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Online monitoring </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Blogger relations </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter engagement </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Online events </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Other </li></ul></ul></ul><ul><ul><ul><ul><li>SEO </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Website design and production </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Video production </li></ul></ul></ul></ul>The &quot;driver&quot;
  5. 5. What will it mean for ZN? We're actually nearly there.. How to get to the finish line
  6. 9. And maintaining the tenets.. <ul><li>People not technology </li></ul><ul><li>Integration: communications channels and business units </li></ul><ul><li>Communications isn't a silver bullet: no lost causes accepted </li></ul>
  7. 10. Thanks!

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