The resonance manifesto
There is a seemingly constant battle for the European public's attention. These days, it can be incredibly complicated to communicate to the European public in ways that actually matter. A challenge the EU institutions know better than anyone as they vie for space to raise awareness of the Union's programmes and policies, as well as to build and maintain positive perceptions with its citizens.
Three challenges to effective communication
Getting through to people these days is difficult enough, let alone communicating complex EU policies and programmes to the general European public—plus enhancing their perceptions of the Union in a meaningful way.
Why has communicating effectively become so challenging? The primary reasons are threefold:
Noise
Having round-the-clock access to a seemingly infinite array of content—social media, films, series, news, you name it—while being bombarded by ads at the same time means people’s attention is scarcer than ever before. Europeans are always “on,” and there’s far too much “noise” around them.
Disinformation
As if the noise weren’t enough, people don’t know whom or what they can trust anymore. With the proliferation of deepfakes and other AI-generated content, as well as foreign information manipulation and interference (FIMI), disinformation has become a daily concern for Europeans.
Shouting matches
To fight for people’s attention and earn their trust, some literally resort to shouting to be heard. Populists, for example, inflame those on the margins of European society with questionable rallying cries and further contribute to the problems of noise and disinformation.
In the face of attention scarcity, noise, disinformation, and populism, simply transmitting a message and hoping it will be understood—especially in the context of institution-to-citizen communications—isn’t going to cut it.
At ICF Next, a strategic communication agency in the heart of the EU, we believe the key to successful communication in this demanding landscape is finding resonance. It’s not about being the loudest or reaching the most people, but rather connecting with people in ways that are deeply felt and remembered.
Four pillars of the Resonance Model
Developed to further fulfil your communication needs, and based on experience and extensive client feedback, our four-pillared Resonance Model can help you find your resonance.
Pillar 1: Know-how
With an extensive knowledge of the EU policy cycle and political landscape—and an appreciation of the complexity of developing, implementing, and clearly communicating policies—we have over thirty years of experience in communications for EU institutions. This means we not only understand what actions are necessary for effective communication, but also why they will resonate with your audiences and how they will positively influence them.
Pillar 2: Research
Every communication initiative requires a thorough understanding of its audiences. We begin with extensive research to uncover key demographic and psychographic insights at local and regional levels. Mere data is not enough; to find true resonance, we need to discover what moves people and how to connect with them emotionally. This is why we use innovative tools that allow us to leverage AI and tune into people’s feelings—and thereby maximise the impact of your campaigns.
Pillar 3: Network mindset
To strike a deeper chord with Europeans, you need to connect with communities that can make institutional narratives more appealing. Specialists in creating and nurturing communities for long-term resonance, we also work with partners outside our own network—such as local and regional experts, organisations, academicians, content creators, and other amplifiers—to communicate to different psychographic groups across the EU in authentic and credible ways.
Pillar 4: Co-creation
We weave narratives that resonate in Brussels—and every other corner of the EU—by adapting to local desires. That’s why we work closely with on-the-ground amplifiers, such as media partners and influencers, to craft tailored and nuanced content that is kept consistent through the centralised direction provided by ICF Next’s core team.
Find your resonance
This is, of course, only a taste of things to come at ICF Next.
In the meantime, get in touch with us to learn more about the impact of resonance and how it will result in increased engagement, positive feedback, and new business opportunities for you—and how we can help you find your resonance.
