Define the European assignment
State whether the immediate priority is a French launch, a Brussels policy issue, an acquisition or an industrial site. Separate countries where the business is operating from those merely under consideration. The International Trade Administration's EU guidance supports combining an overall European strategy with national plans. An agency brief should make that distinction operational.
Ask who will do the work
Request named responsibilities, senior involvement and the actual arrangement for each country. A network may use offices, affiliates or subcontractors; an independent adviser may coordinate selected local specialists. Neither model is automatically superior. Compare the proposed team with the work required, including headquarters coordination, language needs and availability during sensitive moments.
Test judgment on a real question
Give candidates a short, non-confidential scenario and ask what they would need to verify before recommending action. A strong answer identifies the decision-maker, evidence gaps, sequence and limits. Be cautious of a pitch that promises meetings, favourable coverage or regulatory outcomes without examining the issue. The exercise should test thinking, not extract unpaid production work.
Compare scope before comparing fees
Separate diagnostic work, content preparation, media relations, institutional engagement, monitoring, travel and external costs. Check what happens when the number of countries or announcements changes. Ask how conflicts of interest are assessed and how subcontractors are managed. A lower headline fee may cover less work; a larger fee may include services the company does not need.
Agree useful outputs and review criteria
An initial phase can produce a stakeholder map, evidence file, narrative, country priorities and announcement plan. Evaluate relevance and execution rather than counting contacts or promising a particular number of articles. Public-affairs success should be discussed in terms of informed engagement and progress on the agreed issue, without suggesting control over public decisions.
Prepare the first conversation
Bring the project stage, priority countries, public company materials, existing advisers and the most difficult stakeholder questions. Belief System can scope a communications and public-affairs assignment around those needs. The engagement should make responsibilities, deliverables and local support explicit so that headquarters can assess the proposed method before making a commitment.
Sources and reference points
Reference sources checked on 9 October 2026. The proposed methods and hypothetical situations are Belief System analyses. Your advisers determine the rules applicable to your project.
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Public affairs · Media relations · Reputation & crisis management · GEO & AI visibility