Media Relations
Brussels is one of the world’s most important international media centres. The European Commission accredits over 800 journalists and technical press representatives, working for approximately 500 different print, broadcast, and online organisations from almost 80 countries. They cover EU affairs, NATO, Belgian politics, and European events. Media can greatly influence EU policymakers – a well-placed story can shift a Commission position, accelerate a legislative timeline, or change a vote.
Not every public affairs consultancy offers media relations as a core service. Law firms typically partner with outside media specialists. Several major agencies – acumen, Brunswick, Teneo, Political Intelligence – have media at their core. PR-heritage agencies including Edelman, FleishmanHillard, FTI, and Burson offer strong Brussels media capabilities. Specialist boutiques including Red Flag and RedThread provide distinct services in story framing and media training respectively. A number of consultancies including EU Opportunity are led by former senior journalists.
The media environment in 2026 is more complex and contested than at any previous point. The DSA creates obligations for platforms distributing news content. AI-generated news and synthetic content – the subject of the April 2026 joint statement by major European media associations – is challenging the authenticity and trustworthiness of information environments. AI tools are simultaneously transforming how journalists research, write, and distribute – and creating new questions about attribution, copyright, and the value of original reporting.
US pressure on EU digital regulation has a direct media relations dimension. Tech platforms are actively contesting EU enforcement narratives in the media, investing in Brussels-focused communications capacity, and engaging sympathetic voices in member state governments. Effective media relations in this environment requires understanding both the EU institutional media landscape and the broader geopolitical context in which EU-US technology disputes are being argued.