EU Policy Communications & AI · Brussels

Digital communications for organisations working on EU policy.

I audit your digital presence, align your team on a strategy that translates your voice and goals, and execute it with measurement to show impact and value. And I help you work out where AI belongs in that, and where it does not.

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15 years in BrusselsHealth, life sciences, medtech and digital policy
Senior on every projectStrategy, drafting and stakeholder work, with no hand-off to junior teams
The whole ecosystemTrade and patient associations, companies, agencies and EU institutions
What I Do

From strategy to delivery, a digital environment that serves your policy goals and positioning.

01

Audit & Digital Strategy

I assess your digital presence and help you align on where you need to go. Working closely with you, I build a data-driven strategy tailored to your specific needs — with the right tools to measure performance, demonstrate impact, and show the value of your digital communications.

02

Messaging & Positioning

I work with you directly to break your policy positions down into clear, consistent messages for digital — reinforcing your public affairs outreach and adding new dimensions to it.

03

Execution & Delivery

I sit with you and your team and help you run your digital presence end to end — website, social, newsletters, internal comms, audiovisual. I work in English, French, Italian and Spanish, so multilingual channels and national-market content do not need a separate supplier.

04
New

AI Strategy & Workflows

I help you work out where AI genuinely improves your communications and where it does not. We look at your workflows together, agree the guardrails your organisation needs, and put practical tools in your team's hands — from monitoring and research to drafting and content production, with the confidentiality and reputational sensitivities of policy work built in from the start.

Who I Work With

Organisations doing policy work that know digital communications should be doing more.

The one-person PA show

You have been treating digital comms as an afterthought — something squeezed in after a long process, or handed off to whoever has a free hour at the end of a long email chain. You know it matters. You just haven't had the time or the right partner to make it work properly.

The organisation stuck in a cycle

The content goes out, the channels are active, but nothing feels connected and the results don't justify the effort. You need someone to help you step back, look at the whole picture, and reset — turning an automatic process into a strategic one.

The small shop with big ambitions

You are doing serious policy work with limited time and resources. You know digital could be a real pillar of your positioning and PA strategy — not just a nice-to-have. You need it built right from the start, and with a partner who knows and understands the EU complexities and audiences.

The team that needs senior capacity

You have the strategy and the mandate. What you do not have is another senior pair of hands who can take a workstream, run it properly, and hand it back — without a long onboarding or a junior team learning on your account. You need a specialist who already knows the file, the institutions and the audience.

How We Work Together

Three ways to start, depending on where you are.

Diagnostic audit

Fixed scope · 2–3 weeks

A structured look at where your digital communications stand, what is working, and what to do about it. Delivered as a strategy you can act on, with the measurement framework to go with it. Often the first step, and it stands on its own.

Defined project

Fixed price · Agreed outcome

A piece of work with a start, an end and a deliverable: a campaign, a website rebuild, a message house for a file going through the institutions, a podcast or video series, an AI workflow pilot for your team.

Ongoing support

Retainer · Days per month

I work alongside your team as an extension of it, on an agreed number of days a month. Suited to organisations that need senior communications capacity without carrying it as a full-time post.

Selected Work

Real challenges. Clear results.

Gianluca Peinetti
About

Gianluca Peinetti

I take complex, contested, technically accurate positions and turn them into messages that are simple enough to travel, bold enough to matter, and inclusive enough that different stakeholders see themselves in them. And I build purposeful digital environments tailored to the intricacies of the EU bubble.

I've done this most often in health policy — where the science is complex, the stakes are visible, and the business interests are considerable. I built digital policy communications environments and campaigns for European and global organisations, adding depth and clarity to their positioning, and helping them inspire their audiences to act. I work in English, French, Italian and Spanish, and have run campaigns across European and global markets.

AI is the most recent addition to that toolkit, and I treat it the same way I treat any channel or tool: useful where it earns its place, a liability where it is bolted on without judgement. I help teams find the difference — in how they research, monitor, draft and produce — with the confidentiality and reputational realities of policy work taken seriously.

After 15 years in Brussels, I now work directly with professionals as a peer, not a vendor. I'm not here to execute a brief — I'm here to help you figure out what's actually worth saying, then help you say it in a digital space created around your needs.

Digital Strategy AI Strategy & Workflows Health Policy Regulatory Affairs AI Act European Health Data Space Medical Devices Regulation Crisis Communications Coalition Building
Contact

Let's talk

Whether you're building your digital communications from scratch, professionalising what's already there, working out where AI fits, or facing a specific challenge — I'd welcome a conversation.

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Brussels, Belgium