Faces and Markets of PRGN is a series of blog posts that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post, Frédéric François, Managing Partner of Two cents describes the business and communications environment in Brussels, Belgium, and offers advice to businesses navigating his home market.
Business environment in Belgium
Belgium offers a favorable business environment characterized by its strategic location in the heart of Europe, excellent infrastructure, and highly skilled workforce.
Brussels, Belgium | Photo from SCStock
As a founding member of the European Union and host to numerous international organizations, including NATO and the EU headquarters, Belgium enjoys political stability and a robust legal framework conducive to business growth.
The country’s diverse economy spans key sectors such as manufacturing, logistics, finance, pharmaceuticals, and technology. Additionally, Belgium boasts a high standard of living, quality healthcare, and well-developed transportation networks, making it an attractive destination for foreign investment and business expansion.
However, navigating the linguistic and cultural diversity of the country, as well as adhering to complex regulatory requirements, can present challenges for companies operating in Belgium. Overall, the business environment in Belgium offers ample opportunities for innovation, collaboration, and success on both a domestic and international scale.
Communications, media and PR market in Belgium
Belgium’s communications, media, and PR market is characterized by its multilingual environment, diverse media landscape, and growing digital presence. With Dutch, French, and German-speaking regions, effective communication requires nuanced strategies tailored to each linguistic community. Major media outlets such as newspapers, television, and radio stations play a significant role, alongside the increasing influence of digital platforms. PR professionals navigate a complex regulatory framework while emphasizing corporate social responsibility and sustainability. Overall, adaptability, cultural sensitivity, and strategic innovation are paramount in navigating this dynamic market.
1.Press Relations: Leveraging strategic communication techniques to establish and maintain positive relationships with media outlets, securing impactful coverage for clients and managing their public image effectively.
2.Integrated Communication Campaigns: We have a proven track record of conceptualizing and executing integrated communication campaigns that deliver measurable results. By combining traditional and digital marketing tactics, we ensure maximum reach and engagement for our clients’ campaigns.
3.Digital Marketing and Social Media Management: Leveraging the power of digital platforms, we offer expertise in digital marketing strategies and social media management. From content creation to community engagement and digital campaigns, we help brands establish a strong online presence, conversion rates across various online platforms and connect with their target audience effectively.
4.Strategic Communication: We develop strategic communication plans tailored to the specific goals and needs of each client. From brand positioning to crisis management, we leverage our expertise to create impactful communication strategies that drive results.
Top 3 advice for foreign companies to navigate the media and communications environment in Belgium
Understand the Cultural and Linguistic Landscape:
Belgium is linguistically divided between Dutch-speaking (Flemish) and French-speaking regions, with a smaller German-speaking community. Understanding these linguistic differences and cultural nuances is crucial for effective communication. Tailor your media and communication strategies to the linguistic preferences and cultural sensitivities of each region. Consider translating content into Dutch, French, and German as needed to reach diverse audiences.
Build Relationships with Local Media and Influencers:
Establishing relationships with local media outlets, journalists, and influencers is essential for gaining visibility and credibility in Belgium. Invest time in networking and building connections within media representatives. Partner with a local PR agency who has expertise in navigating the Belgian media landscape. They can provide valuable insights and assistance in crafting effective communication strategies.
Stay Informed About Regulatory and Political Environment:
Belgium has a complex political landscape due to its federal structure, with multiple levels of government and regional authorities. Stay informed about political developments, regulations, and policy changes that may impact your industry or business operations.
Be mindful of language laws and regulations governing advertising, labeling, and communication in Belgium. Ensure compliance with relevant legal requirements to avoid potential pitfalls or misunderstandings.
Most influential media for consumer communication in Belgium
1. Television (TV): Popular channels include VRT (VRT één, Canvas), RTBF (La Une, La Deux), VTM, and RTL-TVI.
2.Online News Portals: Websites like HLN.be, vrt.be, and 7sur7.be are among the most visited news sources in Belgium.
3.Social Media: Social media is widely used for communication, content sharing, and advertising by individuals, brands, and organizations. Influencers and brands leverage social media to engage with Belgian consumers, promote products/services, and facilitate peer-to-peer recommendations.
4.Newspapers: Newspapers have a loyal readership, especially among older demographics. Leading newspapers include De Standaard, Het Laatste Nieuws, De Morgen (Flemish), and Le Soir, La Libre Belgique (French).
5.Radio: Popular radio stations include VRT Radio 1, Studio Brussel, MNM, RTBF La Première, and Bel RTL. Radio ads, talk shows, and music programs are effective channels to reach Belgian consumers, especially during commuting hours and at work.
Most influential media for corporate communications in Belgium
1.Business Newspapers and Magazines: Leading publications include Trends, Trends-Tendances, De Tijd, L’Echo, and Knack Focus. These publications provide insights into market trends, economic developments, and corporate strategies, making them essential for corporate communications targeting business professionals.
2.Corporate Websites and Blogs: Corporate websites and blogs attract stakeholders, including customers, investors, employees, and the media. Leading companies in Belgium maintain informative and engaging websites and blogs to communicate with their stakeholders effectively. Corporate websites and blogs serve as primary channels for sharing company news, updates, product information, and corporate social responsibility initiatives.
3. Industry-specific Trade Publications: Corporate communications targeting industry professionals and stakeholders are effectively disseminated through trade publications, covering topics such as industry trends, innovations, and regulatory changes.
4.Social Media Platforms: Popular platforms where companies engage with stakeholders through corporate profiles and sponsored content include LinkedIn, Twitter, and Facebook. Social media is used for corporate communications, brand building, customer engagement, and crisis management, providing real-time interaction with stakeholders.
These top four media channels offer diverse opportunities for corporate communications in Belgium, catering to different audiences, objectives, and communication strategies. Effective corporate communication strategies often involve a combination of these channels to reach and engage stakeholders effectively.
Most popular social media channels in Belgium
YouTube: Over 10 million users – Many Belgian creators have gained significant followings on the platform.
Facebook: Over 7 million users – Despite facing some decline in usage among younger demographics, Facebook remains one of the dominant social media platforms in Belgium. It is widely used for connecting with friends and family, sharing news, and joining groups.
Instagram: Over 5 million users – It is particularly favored by younger demographics and influencers.
LinkedIn: Over 4 million users – Mostly a B2B platform.
TikTok: Over 2 million users – TikTok has seen a surge in popularity among younger Belgians, especially for short-form video content and entertainment. Many Belgian creators have gained significant numbers of followers on the platform.
X: Over 1.5 million users – X remains popular among Belgians for real-time news updates, discussions, and networking. It’s particularly favored by journalists, politicians, and opinion leaders.
Snapchat: Over 1 million users
Most important international events in Belgium
European Union Summits: Belgium, being the headquarters of the European Union, hosts numerous summits and meetings throughout the year, shaping EU policies and decisions.
NATO Summit: Brussels often hosts NATO summits, where member countries discuss security and defense strategies.
Sporting Events: Belgium hosts various international sporting events, including cycling races like the Tour of Flanders, tennis tournaments like the European Open in Antwerp and the Formula 1 Grand Prix in Spa-Francorchamps
Belgium by the Numbers*
Population
11.6 million
Languages spoken (official)
Dutch, French, German
Religions (% of population)
Catholic (60%), Protestant (2%), Muslim (5%), Atheist (32%)
GDP per capita
$47,000 (2024)
(Real) GDP growth rate
2.1% (2024)
Inflation rate
1.5% (2024)
Unemployment rate
5.2% (2024)
Key sectors and industries (% of GDP)
Services (75%), Industry (23%), Agriculture (2%) – (2024)
Before diving into the Exhibition and PR Industry, Frédéric worked as Press Officer for the prime minister of Belgium. “When the Premier lost his job in 1991, I did too. I moved from one amazing place to another. I worked at Brussels Expo as an exhibition organizer for eight years.”
In 1999 he became the Press Relations Manager for Batibouw, the largest exhibition in Belgium, with 1,000 exhibitors and 350,000 visitors a year. Two years later, he created Advanced Fair, an agency that offers services to organizers, exhibitors and sponsors of exhibitions, trade fairs and congresses.
In 2017 Advanced Fair launched new services to companies through a new entity called Two cents. Since then Two cents offers PR, content and advertising services in the Benelux countries.
Frédéric’s passions include cooking, oenology (the study of wines), sailing, skiing and politics.
