I spotted 5 comms trends when travelling to Brussels:
🤖 AI in Public Affairs
There's a growing interest in using AI to save time, organize workflows and handle repetitive tasks. I think this is creating opportunities for smaller orgs to build their own AI tools and for startups to sell AI solutions for specific needs in public affairs.
👨💼 Demand for external consultants
I hear about more orgs looking for trustworthy external consultants who can plan and execute simple AND effective comms strategies. These orgs are usually looking for partners who can bring clarity and vision to their campaigns.
📈 Shifting focus on reporting metrics
There's a growing need to move away from traditional metrics like impressions and basic engagement to more qualitative insights like interest signals and engagement from specific target audiences to track performance and adjust comms plans.
💪 Practical training over theory
Practical, hands-on training is being prioritized over theoretical "fluff" sessions. I feel that orgs want workshops that lead to real changes, focusing on actionable insights that can be implemented right away.
🎤 Building thought leadership
I met with a consultant who told me that there's a growing need for personal branding and thought leadership to create business opportunities and career advancement. Finding ways to engage with smaller communities of highly relevant people is one of the ways people can build trust around them.
Am I missing another major comms trend? Let me know in the comments.
Meeting people in Brussels is always so inspiring.
I love connecting with experts and exchanging insights on the latest trends in our industry.
So I’ll be back in the city this November.
If you’d like to chat about a potential collaboration or just grab a coffee, feel free to reach out!
Talk to you later 👋
**This was originally posted on Jacques Foul's LinkedIn account.
