Tips from the Experts: Stakeholder Communications and Navigating EU Policy
October 2025
Tip 1: Communicating Early and Often to Your Members and Employees
Alex Donovan, Manager of Public Affairs and Policy Communications
At a time when breaking news, executive orders, emergency legislative sessions, culture wars and misinformation run rampant, it can seem like you’re constantly being called to jump into action at a moment’s notice. Bringing your team up to speed on what is in play and updating them on developments proactively is critical. This allows associations to contextualize the headlines for their members and helps corporate communicators explain regulatory changes to employees.
To keep your members and staff up to date, it’s important to remember these tips:
1. Classify your issue types.
The media cycle doesn’t reset weekly or daily anymore; information is instantaneous. There’s a constant barrage of news and executive actions, and it’s important to compartmentalize how each issue affects your business and membership. For example, issues can be categorized as “business” for trade policy, “social” for mandates on diversity and “political” for candidates speaking on your advocacy issues and policies. These classifications allow you to prioritize issues and determine a course of action.
2. Identify your messenger.
Does this headline require a statement from your CEO, board chair, PAC manager or someone else? Too many people responding to your members or employees will just add more noise. Selecting one trusted spokesperson to communicate (and translate) the news to your members and staff will help streamline communications and create clarity.
3. Be transparent.
There are some things you can’t control in the moment. You may be the voice of the organization, but you’re still human. Fundamentally, people understand that. Highlight the fact that you know who and what will be affected by the issue and that you are monitoring the situation closely to provide timely updates.
4. Use multiple channels and platforms.
Repetition and consistency are important, especially as people are getting bombarded with hundreds of texts, emails and phone calls each day. Use your intranet channels, employee websites, email distributions, employee resource groups and even live Q&A if necessary. This will give people more opportunities to see your message and feel confident that you have a plan and you are taking action.
5. No overpromising — deliver the facts.
There will be questions for which you don’t have an answer. Acknowledge that you are making the necessary efforts with the information you have. The important thing is keeping track of the “known unknowns” and working to get the answers as quickly as possible.
Checking in often and anticipating the needs and questions of internal partners and stakeholders is important to maintain a level of trust and communication. It will be appreciated.
Alex Donovan, Manager, Public Affairs & Policy Communications.
Tip 2: Navigating EU Policy
Inês Reis Basto, Public Affairs Manager at the Council’s European Office
Shaping everything from environmental standards to digital regulation, legislation at the European level is one of the most powerful drivers of policy worldwide. But with 27 member states, multiple institutions and a complex legislative framework, monitoring and influencing EU policy can feel daunting.
These tips will help you navigate the EU policy landscape.
1. Invest time in understanding the EU system. It pays off.
The EU’s institutional setup and legislative process can seem overwhelming at first, but taking the time to learn how it works is a long-term investment. Once you understand the roles of the Commission, Parliament and Council — and how they interact — you’ll be better equipped to anticipate policy developments, investigate how they could affect your organization and identify opportunities for influence.
2. Timing is everything. Engage early.
By the time a legislative proposal is published, many key decisions have already been made. The most effective advocacy happens during the early stages: consultations, impact assessments and informal dialogues. Waiting until a draft is nearly finalized limits your ability to shape outcomes and puts your organization in a reactive position. Knowing where to look for the initial drafts, road maps and policy text will make you a valuable contributor to the process in the eyes of the decision makers.
3. Find allies and tap into existing expertise.
You don’t have to navigate EU policy alone. Industry associations, coalitions and organizations with long-standing Brussels experience can offer valuable insights, networks and strategic guidance. Messages grow stronger when they come from many organizations speaking with one voice — especially in the EU, where policymaking constantly involves reconciling interests from every corner of Europe.
In addition, professional communities provide access to training, peer learning and policy intelligence that can strengthen your advocacy efforts.
It takes time to get comfortable with EU policymaking, but once you understand the system, build alliances and engage early, you’ll be able to turn complexity into opportunity.
To dive deeper into these strategies and sharpen your EU public affairs skills, reach out to the Council’s European Office.
Inês Reis Basto, Public Affairs Manager, European Office.
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