7. Conference

EU Public Affairs

May 31, 2017 to June 01, 2017


May 31, 2017

09:00 AM

Wednesday, 31st May 2017

09:00 AM to 10:30 AM

Public Affairs in Brussels 101 - Politics in the EU

In order for all participants to start at the same level, we invite you to our optional Public Affairs Basics session. Hosted by Prof. Dr. Mario Voigt, our moderator and professor of digital transformation and politics at Quadriga University Berlin, you will get the chance to brush up on your knowledge and get up to speed on the 101 of Public Affairs. Once you have done so, you will be ready for the two insight-packed days we have prepared for you.

Prof. Dr. Mario Voigt, MP

Professor of Digital Transformation and Politics
Quadriga University
10:30 AM to 11:00 AM

Doors open and welcome coffee

11:00 AM to 11:15 AM

Welcome / Introduction day one

11:15 AM to 12:00 PM
Opening Keynote

Current State of the EU - Does Brussels work?

Paul Nemitz

Director, Fundamental Rights and Rule of Law
European Commission - Directorate-General for Justice and Consumers
12:00 PM
Modul Titel

MODULE I: The groundwork - prerequisites of successful Public Affairs

12:00 PM to 12:40 PM
Best Case

Challenges and opportunities of company representation in Brussels

Running a corporate representation in Brussels and advocating on behalf of the most critical corporate interests in the EU political arena plays a substantial role in a company’s strategy. But how do you set up an effective corporate representation in Brussels? What skills, staff and infrastructure do you need? How do you set the day to day agenda and manage both current and long-term issues?

Dr. Susanne Rompel

Head of EU Representative Office
innogy SE
12:40 PM to 01:20 PM
Best Case

Aligning corporate affairs and communications with business needs in the EU

Alan will look at how to sustain an EU Affairs Office through alignment with business needs. Brussels, and EU legislation, can often seem far from business reality in a Member States whilst at the same time it is also easy to get lost in the sheer volume of developments in Brussels. Navigating these two conundrums is essential to having an EU Affairs Office that is connected and aligned to the commercial business and thus contributing to the bottom line. It is often not easy to cement the role of an EU Affairs Office at the heart of business decision taking – but alignment with business needs is the first and most important step to get right.

Dr. Alan Hardacre

Head of Group Corporate Affairs
Imperial Brands
01:20 PM to 02:20 PM


02:20 PM to 03:00 PM
Best Case

Boosting Public Affairs through brand and reputation management

It’s no secret - the trust of the general population in business, government, NGOs, and media is declining. In addition, political and economic volatility is increasing globally. Clearly these developments ultimately pose great challenges and business risks for companies. A key question is how companies can regain trust and remain a relevant partner in policy and regulation discussions? Mr. Verstappen will elaborate on what these developments mean for a consumer goods and brand company like HEINEKEN and will leverage global and local business models.

Roland Verstappen

Global Director Public and Governmental Affairs
03:00 PM to 03:10 PM

Discussion Kick-Off

Maria Heider

Director EU Affairs, Corporate Communications and Public Policy
METRO GROUP Wholesale & Food Specialist Company
03:10 PM to 03:50 PM
Panel Discussion

How Brussels works & does Brussels work?

Carl Dolan

Director l EU
Transparency International EU

Maria Heider

Director EU Affairs, Corporate Communications and Public Policy
METRO GROUP Wholesale & Food Specialist Company
03:50 PM to 04:20 PM

Coffee break

04:20 PM
Modul Titel

MODULE II: Public Affairs under fire - How to work efficiently in the age of populism

04:20 PM to 05:00 PM
Best Case

EU governance today: an opportunity or a threat for a PA professional

Vicky Marissen

Partner & Managing Director
PACT European Affairs
05:00 PM to 05:40 PM
Best Case

5 crisis communications must-dos for trade associations

A crisis is never easy to handle, but it is even more complicated if an association with many different members is affected. The strategies need to be adapted to the case, depending on whether only one member or the whole sector is hit. What are the differences? Who does what and when? What renders the situation more complicated and what are the specific factors of influence in the EU-context?

Florence Ranson

Director of Communications
05:40 PM to 06:20 PM
Best Case

How to support rational debate under irrational circumstances

BASF wished to engage in the 2016 UK Referendum on EU membership, and maximise their contribution to a Remain vote. But without closing the door to future engagement with Leave campaigners, or doing harm by adding to a chorus of ‘elite opinion’ that appeared disconnected from voters. The referendum roadshow was our solution.

Andy Mayer

Head of Public Affairs, UK & Ireland
BASF plc.
06:20 PM to 06:30 PM
Summing Up


07:30 PM

Dinner at the European Excellence Awards in Public Affairs Gala

June 01, 2017

08:45 AM
kein style

Thursday, 1st June 2017

08:45 AM to 09:15 AM

Doors Open & Welcome Coffee

09:15 AM to 09:30 AM

Introduction day two

09:30 AM to 10:00 AM

The future of our profession

The last ten years have seen an unparalleled development in the lobby profession in Europe and around the world. Wherever we work: in-house for a company, an association or for an agency, the work we do and the way we do it have also both changed considerably. A focus on policy and legislative developments will no longer suffice as a guarantee for efficiency and success in public affairs. Added value to every lobbyist’s portfolio comes through a more diverse skill set and being aware of the broader environment in which their clients, members or employers operate. What will the lobbyist of five years’ hence look like? What will be the skills required & how will these skills be acquired? Join Rui Faria da Cunha for an outlook to the future of the Public Affairs profession.

Rui Faria da Cunha

Director General
Society of European Affairs Professionals
10:00 AM to 10:10 AM

Introduction to the interactive session

10:10 AM
Modul Titel

WORKSHOPSESSION I: Tools of the trade

10:10 AM to 11:30 AM

WORKSHOP I: Public Affairs capacity building in the current EU institutional environment

What are the best ways to engage in Brussels in the age of better regulation, Brexit and a “big on big things” Commission? And how do you ensure you have the right tools and team in place? Join this workshop for an interactive discussion on these points.

Elaine Cruikshanks

Founding Partner
Acumen Public Affairs
10:10 AM to 11:30 AM

WORKSHOP II: Public affairs in the new European political environment – working in the context of Brexit and populism.

After the tumultuous political events of 2016 and 2017, this workshop will look at how public affairs practitioners should deal with the new policy environment, ensuring that their voices are heard amongst the increasing political noise.

Matt Hinde

Senior Vice President
FleishmanHillard Brussels
10:10 AM to 11:30 AM

WORKSHOP III: Digital Public Affairs

Digital public affairs is changing rapidly and organisations must keep pace. The workshop will provide insights on:

  • How MEPs use social media to consume and interact with stakeholders.
  • How organisations can use digital tools and data to achieve their public affairs goals.
  • Best practice and where digital public affairs is headed.

Kemi Akindele

Lead Digital Strategist
Hanover Communications

Benjamin Krieger

Account Director
Hanover Communications
10:10 AM to 11:30 AM

WORKSHOP IV: Can a Trump Tweet change your PA strategy?

A Trump Tweet could trigger a crisis for your organisation. Join us for a hands-on exercise on how to build your PA strategy in an unpredictable political environment.

Karen Massin

Chief Executive Officer

Johan Van Laer

Director Belgian Market Division
11:30 AM to 12:30 PM


12:30 PM to 02:00 PM
Modul Titel

WORKSHOPSESSION II: Tools of the trade (Workshops repeat)

02:00 PM to 02:15 PM

Sum-Up Workshops

02:15 PM
Summing Up

Summary and Goodbye