Foreword by Matti Van Hecke, Chairman of EPACA
Taking on the chairmanship of EPACA is both an honour and a responsibility I do not take lightly. This association exists because we believe, collectively, that public affairs done well makes democracy work better. That conviction has not changed. But the world in which we practice our profession has changed, profoundly and rapidly.
Transparency and integrity remain the bedrock of everything EPACA stands for. They are not compliance obligations we fulfil reluctantly – they are the foundation of our legitimacy, our license to operate. I welcome the increased scrutiny from the Transparency Register we are experiencing, because rigour, applied consistently, raises the quality of information and levels the playing field for everyone. What we ask in return is that the dialogue between EPACA members and the EU institutions remains constructive and grounded in shared purpose. We all work towards the same goal: a transparency framework that is meaningful, trusted, and proportionate, and that is best built through open dialogue and good faith on all sides.
But if I am honest, lobby regulation is no longer the issue that keeps public affairs professionals up at night. Two other forces are reshaping our world far more fundamentally.
The first is geopolitics. The shift in the global order has reshuffled the deck entirely. Organisations that once operated in a broadly predictable policy environment now find themselves navigating deep political sensitivities, fragmented alliances, and questions that go far beyond Brussels. The demand for genuine strategic counsel — advice rooted in political judgment, not just process knowledge — has never been greater.
The second is technology. Artificial intelligence is automating tasks that have long been the bread and butter of EU public affairs work. Monitoring, drafting, summarising: machines can do more of this, faster. That is not a threat to our profession if we respond to it correctly. It is, in fact, an opportunity to focus on what no algorithm can replicate: critical thinking, relationship intelligence, and the human capacity to read a room and navigate uncertainty.
These are not challenges any one of us can meet alone. That is why EPACA matters more now than it ever has. Yes, we compete fiercely with one another in the market, but we are united by something more important than market share: a deep care for the reputation, the integrity, and the future of the profession we all have chosen. A collective vision for public affairs is not a luxury. In a world moving this fast, it is a necessity.
The Best in Brussels guide is one expression of that collective ambition, a chance to recognise excellence, reflect on where we stand, and look ahead together. I hope it prompts not just pride in what we do, but honest conversation about where we are going.
I look forward to those conversations. And I look forward to meeting many of you in the months ahead.
Matti Van Hecke,
Chairman of EPACA
About EPACA
EPACA (the European Public Affairs Consultancies’ Association) is the representative body for public affairs consultancies working with EU institutions.
At EPACA, we lead by example, upholding the highest ethical and professional standards in our work and championing transparent decision-making. As the sector’s primary voice, we engage with the EU institutions on all issues related to lobbying and transparency, ensuring the role of our members is understood and respected.
Through events, workshops, and the use of practical tools, EPACA supports its members in embedding transparency and integrity into daily practice. We are particularly committed to shaping the next generation of ethical public affairs professionals, ensuring that our values are not just aspirational, but actionable.
Why join EPACA?
Operating in the EU policy environment requires clarity, credibility and up-to-date insight. As the only professional association representing public affairs consultancies at EU level, EPACA supports its members with practical guidance, professional recognition and a collective voice to represent their interests.
By becoming a member of EPACA, consultancies can contribute to the promotion of the public affairs profession, network with peers, exchange ideas, and stay abreast of what matters to public affairs professionals in Brussels.
