In Brussels, don't tell your boss you need Twitter. Tell them you need MEDIA

Brett Kobie

We’ve all been there in the EU public affairs world. You’re excited about social media but your boss doesn’t get it. It’s time to adjust your pitch.

Start with this…

Traditionally, meetings, events and media were the communication channels of choice in the Brussels bubble and for the most part they still are. They work well and in a town where relationships are essential to success, you can’t really do without them.

But in 2016, policy audiences now turn to a wider range of channels for their information. Which means your modern advocacy toolkit looks something like this:

Then tell her this…

People often ask us “if social is so important, what does it replace?” And our answer is…nothing. You still need to do everything you were always doing in terms of meetings, events and media – you just need to broaden your view of what “media” is and how you use it.

If two decades ago media consisted only of things like advertisements (paid media) and good old fashioned op-eds (earned media) then today’s media landscape is much more dynamic.

Here’s media then versus media now:

Media has exploded in size and it has democratized – literally anyone and everyone can create it.

Social media is mediaWhen you put it that way, it’s hard to ignore.