Challenge

A UN agency recently underwent internal changes that left it without a clear communications strategy for the Representation Office in Brussels. The challenge was to develop a plan that would effectively position the agency as a thought leader in its area and ultimately help secure funding in Brussels and in key European markets.

Strategic Approach

Our approach to developing the agency’s communications strategy was based on research – developing a clear understanding of its current communications efforts and how it was showing up today – to build a strategy that enhances its visibility/credibility and supports the delivery of its policy priorities.

1. Research and analysis – We conducted research and analysed its current external communications results, benchmarked against similar organisations, and conducted interviews with its Brussels and global leadership to assess what was working, opportunities for improvement, and internal governance and support structures.
2. Strategy development – Based on the gathered insights and data, we used them to develop a tailored communications strategy that was aligned with the agency’s mission, vision, and long-term objectives.

Result

We delivered a full-fledged communications strategy to help the UN agency’s Brussels office raise its visibility amongst key EU stakeholders, profile itself as a thought leader in its area, increase awareness of the agency's work and positively impact its reputation.