ATREVIA participated during the 9th and 10th of November at EuroPCom 2017, the 8th European Conference on Public Communication, an event organized by the Committee of the Regions in close collaboration with the European Parliament, the Council of the EU, the European Commission and the European Economic and Social Committee. For two days more than 1,000 communication professionals from all over Europe have met to discuss how to improve public communication and raise awareness about EU policies.
The consultancy company was the only private entity selected to lead an Ideas Lab – launched from the ATREVIA office in Brussels -, a participatory session dedicated in this case to addressing the challenge of EU communication with young people, a key group for the future of the European project. As concluded by the study carried out by ATREVIA and Deusto Business School, Generation Z: The dilemma, organizations need to reach Z youth-who make up a new profile of consumer, citizen and worker-, through their own channels and by talking to them in their same language.
50 experts and 20 young people create solutions to communicate with the new generations
In the session, 50 participants, experts in public communication from different countries of the EU, analyzed ten communication challenges, posed by young Europeans both millennials and Generation Z: communicating with immediacy; integrity and authenticity of the messages; co-creation of content; tone and creativity; design of experiences; social networks; how to create relevant content and how to call action from communication.
The working groups had the active participation of a second group of young people in charge of commenting, confronting and questioning the ideas discussed, as well as providing insights and experiences in order to enrich the proposals and to achieve results in line with the needs of this group.
Gema Román, director in the area of Brands of ATREVIA and leader of the LAB, was in charge of presenting the conclusions at the closing session of the conference, which took place at the headquarters of the Committee of the Regions, with the assistance of more than 200 people.
Europcom, the biggest gathering on public communication in Europe
The event was inaugurated by experts such as Jaume Duch Guillot, general director of Communication in the European Parliament and Karl-Heinz Lambertz, president of the European Committee of the Regions, who presented new challenges and communicative opportunities at the opening and shared their personal experiences in the involvement of citizens in the dialogue on European issues. Among the speakers of the inaugural session, it is worth highlighting the last speech by former US Ambassador to the EU Anthony Luzzatto Gardner, who stressed the importance of not being afraid to offer an inspiring vision of the EU.
