It’s amazing to realise that in Brussels public affairs we don’t produce anything (except rather long and unreadable position papers). We are a ‘neck-up’ business in Brussels. We use our brain power to influence, shift, persuade. And we have a big impact the lives of millions of ordinary people who are governed by the regulations that we have influenced. So, no pressure then.
Working in public affairs and advocacy is intense, absorbing and exhausting. It also demands a shift in the way we think. Many young people can quickly adapt from academic environments, where independent research and theory dominate, to a world of fast-paced and influential communication.
Here in Brussels, your writing, presenting, and influencing skills will be tested daily. You are no longer writing for professors; you are now addressing policymakers, clients, and partners, all of whom expect clarity, purpose, and persuasion.
We all know how AI is helping us with routine tasks like summarising documents or drafting briefs are faster than ever. So, what do you do with all the time you save? You use it to get better at the things AI can’t do: writing with insight and precision, communicating with empathy, building trust, and thinking strategically. There’s now no excuse for sloppy writing or vague messaging. You should be sharpening your thinking, crafting clear policy pitches, and anticipating the needs of your audience.
The skills you need to grow in your career are clear: analytical thinking to understand complex political environments, emotional intelligence to manage and influence relationships, and collaboration skills to work across teams. You also need to understand how to give constructive feedback and how to negotiate in a way that gets decisions over the line.
Where many professionals still struggle is in how they structure their communication. A good pitch or policy update doesn’t start with history—it starts with impact. What’s happening now? Why does it matter? Who’s involved? And what do we need to do? Learn to lead with this clarity, and you’ll stand out.
It’s not just about what you say—it’s how you make people feel, the relationships you build, and your ability to get the message across clearly.
At Formative Communications we are developing, testing and experimenting with new training programmes for this rapidly emerging future. It’s the human thinking behind the message that will stand out. Smart organisations will invest in these thinking skills – because strategy begins in the mind 😉.
