December

How to win the war for talent? It’s the reputation, stupid!

The title of this blogpost puts us right at the heart of the battlefield that the Belgian labor market has become – if we give credence to what the press and social media are telling us, at least. Cries of distress from employers, moving heaven and earth in their search for new talent, resound almost …

October

How news is made

There was no escaping the news: Captain Kirk has finally been to space for real. Thanks to Blue Origin, the hobby company of Amazon billionaire Jef Bezos. Why has this fact been published by all the media outlets in the farthest corners of the world?  It’s because all the ingredients of a newsworthy story were there. No journalist could resist …

When corporate social media accounts strike the right tone

This week, the entire world was stunned by the massive breakdown at the social media giant Facebook. Journalists immediately went in search of the causes, and Facebook CEO Mark Zuckerberg was on the ropes after this double blow to his reputation – for the breakdown came shortly after shocking revelations by a former employee about his company’s practices.   But the Facebook …

June

Of Red Devils and black swans

Black swans, the economic term for unexpected events, can also make an appearance in the world of communications. How does one anticipate the unexpected? Let’s take the case of the Belgian men’s national football team, the Red Devils.   The Red Devils did not just advance drastically from an athletic point of view in the past …

Hybrid meetings, the new normal?

Everyone is anticipating a (partial) return to the office. This may herald the end of the online meeting as well. Or does it? We got used to teleworking, and now we are facing a new reality. Being all together in the same room for a meeting is set to become the exception to the rule. We’ve become …

Don’t write off your traditional media relations

The traditional media are not gone. On the contrary, in times of fake news, disinformation or simply an abundance of information, they tend to resurface as the go-to source of reliable information for many people. Whoever declares them dead, or starts building a strategy to circumvent them through newer channels like social media, risks making a costly mistake.  This trend …

April

Talking about sustainability: less is more

Sustainability is the word on everyone’s lips. The word is omnipresent, be it in media campaigns, political manifestos, on company websites, brands, products, labels, receipts, etc. In fact, a study found that on average this word is repeated over 10 times on each webpage of Forbes top 50 brands. More than a word, ‘sustainability’ has become a moral duty, a lifestyle, a community and choice, which makes it important to use this word …

Amazon & Toilet breaks: Potty training in crisis communication

‘You don’t really believe the peeing in bottles thing, do you?’ These are the words of the nominee for the ‘most tone-deaf tweet of the year’ spoken by no one other than the world’s biggest online retailer, Amazon. But should you really ask a question you do not want to know the answer to? Shortly …

Should companies follow politicians on TikTok, Twitch or Clubhouse?

The social media market has welcomed some new kids on the block, like TikTok, Twitch and Clubhouse. These new players appeal to a younger audience. Politicians are trying to reach that demographic by experimenting with these new platforms. But does it offer any potential for corporate communication?First off, there’s a big difference between corporate communication …

Vaccination campaign: 3 tips for employers

To vaccinate or not to vaccinate (your employees)? What is the employer’s role in a vaccination campaign? To answer these heated questions akkanto organized a webinar and panel discussion with Leïla Belkhir infectiologist at the University Hospital of Saint-Luc and Kris De Meester, chief advisor at the VBO/FEB.  “COVID is currently the third cause of death in Belgium after cardiovascular …