The importance of a good story in Brussels
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Even the most important story won’t land if it’s not told with the right words at the right time.
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In the EU policymaking arena, every organisation strives to grow faster, stand out, and expand its influence. But competition is tough, and the digital age has made it even harder to get noticed.
For Fertilizers Europe, representing 80% of Europe’s fertilizer producers, the challenge was to craft a story that mattered, one aligned with the EU’s priorities and impactful for incoming policymakers. The next mandate was an opportunity, but only the right narrative could help their vision take root.
The context
When Fertilizers Europe engaged with us, industries were in a period of transition, balancing ongoing legislative priorities with forward-looking strategies amid evolving challenges.
Fertilizers Europe took advantage of this transition period to re-examine their story and meet the EU in shared priorities and vision.
Our approach
Publyon supported the association with the design and organisation of two workshops:
Workshop I
During the two days, we focused on the main priority areas of the association, and via brainstorming group sessions and gamification techniques, we engaged in interactive conversations where members had to reflect upon the importance of language and framing, choosing the right words that would do justice to the innovative solutions and decarbonisation efforts that the industry was putting forward.
Workshop II
Organised at a later stage, the session provided members with an opportunity to practice their redefined narrative through role-playing exercises, allowing them to adapt their messaging to different stakeholders. It was well-received, with participants enjoying the experience and finding it both surprising and challenging to learn to identify the right focal points and craft a compelling story.
What was the key for success? Certainly preparation. Meticulous planning of the workshop’s activities, schedule and resources was essential to achieving a successful outcome.
The incorporation of the digital tools added great dynamicity to the session. This very same careful preparation also enabled us to identify moments where a change in direction was needed, and be quick in adapting to the evolving circumstances right on the spot.
We were excited to take on this project, but what challenges did we face?
How many of you have faced internal challenges trying to get every team member aligned on an issue?
Now, imagine extending that to an association where members don’t belong to a single team but represent multiple organisations, each with its own diverse priorities.
Even though the fertilizers industry is constantly evolving and innovating to address sustainability challenges, it is often faced with skepticism. So, how do you craft a compelling storyline that not only challenges these misconceptions, but also creates space for innovative solutions to be recognised and celebrated? Indeed, this required quite a creative approach, and the colleagues at Publyon were up for the challenge!
How has the narrative helped this association and how can it be of help for you?
Fertilizers Europe is now using their narrative as a base for any policy communication towards the new policymakers. The challenge now is to ensure its good use from Fertilizers Europe’s members, pulling in the same direction to achieve much more, much sooner.
In a consortium with a broad membership, maximizing impact requires alignment, ensuring that members communicate with one voice and capitalise on a shared strategy. To enhance a consortium collective influence, it is crucial to:
- Ensure message consistency, so that all stakeholders convey a unified and coherent narrative that strengthens our collective positioning.
- Fully utilise existing messaging, making sure valuable content is effectively shared and leveraged to support our goals.
- Prioritise communication planning early, integrating it from the outset to ensure seamless execution and sustained engagement—because every successful mission needs a well-prepared landing.
The workshops facilitated by us served to strengthen these points by equipping members with the tools and strategies needed to align their messaging, communicate with clarity, and drive collective success.
Rethinking influence
With a new wave of policymakers bringing fresh perspectives and sometimes radically different stances – it’s time to rethink the story you want to tell and how you choose to tell it.
In practice?
- Evaluate the impact of your story – Does it align with the EU’s priorities and vision? Is it relatable and engaging? Does it spark opinions, emotions, or reactions?
- Be mindful of a different vocabulary and new narrative frames – words are the most powerful tool a lobbyist can make use of; with a new mandate of politicians comes a new way to engage.
- Don’t underestimate digital advocacy – Digital platforms haven’t just changed how we communicate – they’ve changed how influence is built. And Public Affairs as usual is no longer enough.
If this strikes a chord with your association, don’t wait to take the first step! Every organisation has a story waiting to be told – let’s work together to make yours a story worth reading!
“As Director General of Fertilizers Europe, I had the pleasure of working with Publyon on a Strategic Messaging Workshop tailored to our members. Their professionalism, deep knowledge of the European sector, and insight into the complexities of the Brussels legislative environment were evident throughout the process. The workshop was customized to meet our unique needs, ensuring it was not only relevant and impactful but also highly engaging for our members. The results exceeded our expectations: a well-crafted and cohesive message house, paired with a clear and actionable deployment strategy that equips us to communicate effectively and confidently. I highly recommend Publyon for their expertise and dedication to delivering meaningful results.”
Antoine Hoxha
Director General of Fertilizers Europe
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