Met dank aan onze fotografe Laurence Compère 
Instagram @dearlaurence

Is the pressure of

political correctness

becoming the 21st century’s


27 November 2018

Welcome to the Belgian communication Summit 2018 !

Communicating without upsetting people is getting more difficult every day. Some people get offended when companies, governments or spokespersons call things by their name, others get offended when traditions have to be changed because of political correctness.  

Is the pressure of political correctness becoming the 21st century’s censorship ? Are communicators being held hostage and limited in their creativity by their customers because of it ? Are we working more for the masses reactions than for our customers ? Are we still able to tell what we actually want to say or are we pro-actively avoiding any possible debate, which might be difficult to contain and manage because of the impact and speed of social media ? Are debates and reactions on social media manageable and containable anyway ? 

Are we evolving towards discussion managers instead of discussion initiators ?  

During the Communication Summit ’18, C² will focus on content, target groups in communication and different platforms that rose and turned very interactive communications and opinion making into reality.

We will have two internationally valued key note speakers to set the scene and to share their academic and business vision.
In two panels we will also confront different views of different stakeholders: journalists, bloggers, photographers, companies and non-profit organizations, politicians and social media platforms. To conclude the Summit ’18 we are glad to present you a top speaker. 

“Assisting” at the Summit ’18 means also “participating” at it. We count on the input of all C² members and other guests to get involved in the conversations and discussions, and to ventilate your version of your role as today's communicator !


Are we too soft in our standard communication ? 

We see that professionals in corporate enterprises and communication agencies do their very best to keep their communication "politically correct", while often opinion makers or political protagonists use a much sharper language in their communication. 
What is the right direction to move in ?
Do communication professionals need to be more assertive and more explicit in their communication instead of sticking to a neutral message that is full of compromises. 
What do communication professionals have to tell their clients in their prospective.
Many examples show that we absolutely want to use political correct communication when most sharp tweets and social media from well-known individuals get a lot of attention and "likes".

Protest debate : How to react to emotional messages ?

Protest groups often use emotional and sentimental language to convince the society of their point of view.  Sometimes facts are set aside and make place for slogans and caricatural communication. 
How do we react to this as communication professionals ? How do we formulate the right answers to emotional messages ?  Do we have to show a pacifying attitude ? Or do we als have to communicate in emotions and in slogans like words? Specialists on the topic give their opinion in this debate.


Els Keytsman

Director UNIA

2010: Director Vluchtelingenwerk Vlaanderen
’08-‘09: head of the Political department of Oxfam Wereldwinkels, chairman ‘Aalst Fairtrade Gemeente’, member of the boad of magazine Oikos & vice-chairman of the Aalsters welfare forum.
Former Belgian politician for Groen !
2005: Director ARKimedes, 2007: publication “Pleidooi voor een ecologische omslag” together with Peter Tom Jones. Founder People for Earth. ’07-’10: publication different opinion pieces on
A.f. 1999 She worked for the cabinets of Magda Aelvoet, Jef Tavenier & Adelheid Byttebier
Grégory Piet

Ph. D. – Chief Data Officer Auxipress

Doctor in political sciences, Grégory Piet is in charge of the Data and Analytics pool at Auxipress. Gregory has developed an innovative approach of cross-referencing media content with public institutions, personalities, political parties or brands according to their strategic positioning. He has collaborated during more than 8 years with Belgian and foreign universities and has conducted several studies related to political discourse and electoral campaigns. You can follow Grégory on Linkedin.

 Johan Vandepoel

CEO ACC Belgium

After 30 years in the advertising industry; the last 15 years as Chairman of BBDO Belgium, Johan took over the management of the Belgian association of communication companies in 2012 and broadened the ACC from an ‘advertising agencies’ association with 30 members to a ‘communication agencies’ association with 125 members now. 

 Dominique Michel

CEO Comeos

For 10 years Dominique Michel has been heading the Belgian trade organization Comeos. Trade is the biggest employer in Belgium and delivers 11% of our GDP with it’s 400.000 employees. Dominique Michel is also vice president of EuroCommerce, the European Trade Association. Formerly he has been internationally active with the United Nations in New York and with the International Labor Organization (ILO) in Geneva. To support employers organizations he has also lead several EU missions in developing countries.

 Piet Moons
  • President JEP (jury voor ethische praktijken in de reclame)
  • Board member of vzw “Raad voor de reclame”
  • President Koninklijke Belgische Handbalbond
  • Founder GCV KAPITO, with ad-hoc organization “DELTA GROUP”, initiatives concerning “Good Governance in Sport”
  • Member alumni KUL - Alloreki
Sien Vanderlinden

Senior Media & Data Analyst

Sien Vanderlinden holds a master’s degree in Journalism, Communication and Media (Hogeschool Universiteit Brussel and Vrije Universiteit Brussel). She has been passionate about media and analysis for over 10 years. Media evaluation, analyses and data crossing to deliver powerful insights for brands is part of her expertise. You can follow Sien on Linkedin.

Hans Vandendriessche

Hans Vandendriessche (38) started his career in 2000 as a sports journalist at the VRT, after just a few months he switched to the sports editorial staff of Belga News Agency. After the 2010 Winter Olympics, he became Chef Sport, a position he quickly combined with that of general Newsmanager. Another two years later, Vandendriessche became the head of the Dutch news editorial team. In 2013 he was appointed general Editor-in-chief, a position he still observes today. Vandendriessche also serves in the Recognition Committee for professional journalists, for the Flemish publishers. This committee decides on the recognition and protection of the title of professional journalist.

 Eveline De Ridder

Co-founder Whyte Corporate Affairs/Board member C²

Eveline De Ridder has over 20 years expertise in reputation management for companies and institutions. She started her career as a freelance journalist and subsequently joined the Interel communication agency, progressing to become Associate Director with a Corporate Communication team specialising mainly but not exclusively in health and food issues.  ​

Having fulfilled outsourcing assignments, including acting as an ‘ad interim’ spokesperson for AB-InBev, she understands perfectly how to bridge the gap between the ‘inside’ and the ‘outside’ world. ​

In 2008, Eveline was one of the co-founders of Whyte Corporate Affairs and a true ambassador of the integrated Corporate Affairs approach to which she brings a digital touch. ​

Eveline is an enthusiastic and experienced guest lecturer on all corporate affairs-related topics such as stakeholder engagement, crisis communication and social media. 

Georges-Louis Bouchez 

Politician MR

Anneleen Vandewynckel

Secretary-General Fenavian-Brema

Emmanuelle Praet 

Judicial journalist

Chronicler on RTL/TVI in the TV show ‘C’est pas tous les jours dimanche” and on Bel RTL in the program ‘On refait le monde’.  

Internal communication consultant

Jan Pieter Boodts

PR Manager @Studio100
Freelance PR/Communication & Event Professional

Christophe Deborsu

journalist on RTL-TVi


a.f. 13h30

        Welcome coffee/drink

        Welcoming by the President Kris Poté

        Key Note 1

Debate 1 : professional debate: Are we to soft in our standard communication ?


        Key Note 2

Debate 2 : protest debate : How to react to emotional messages ? 

        Key Note 3

       Drink with finger food



ING Brussels
Marnixlaan 24
1000 Brussels

Nearest parking (5min walk): Parking 2 Portes, Boulevard de Waterloo 2a, 1000 Brussels
Metro: Trône/Troon
Bus: 34, 38, 64, 80, 27, 95



Over ons
C² vertegenwoordigt en behartigt de belangen van natuurlijke en rechtspersonen actief in het domein van de Communicatie.
Volg ons op sociale media
Schrijf je in voor onze nieuwsbrief