Public affairs helps raise profile for trade association in Brussels

Teneo cabinet DN is a growing public affairs consultancy based in Brussels. They advise clients on their most sensitive political, stakeholder, employee, community-engagement and reputation issues.

One of their recent clients was a global trade association with more than 22,000 member companies in over 100 countries around the world,  that served as the voice of the world’s $1 trillion-plus IT industry.


Any trade association is only ever as successful as the relationships they build with members and key stakeholders. Sandy McLean was brought in to help create a strategic communications campaign that ‘spoke’ to members and represented the best business interests of the information technology industry.


Sandy developed a campaign with a strong emphasis on public affairs and public relations, with a heavy slant towards media relations in Brussels and in key European countries. The aim of the campaign was to raise the profile of the association in Brussels as an effective advocate for all its members.  Multilingual consultants were used to help engagement with EU policy debate and activities. 


Over a twelve-month period, media placements were secured in over fifty print and online outlets, including the Wall Street Journal Europe, International Herald Tribune, European Voice, Associated Press, AFX, Reuters, Bloomberg,, Retail Week, and EurActiv. Articles ranged from opinion pieces to in-depth stories and interviews with association experts from North America and Europe. The association was well on the way to being recognised as an expert in their field and gaining a seat at the table during IT-focussed debate.

You can read more about the Teneo Cabinet DN and the work they do here: