For the (few) readers that don’t know you, can you give us a background of your career journey?

I was torn about where to mark the start of my career: my career in the EU, or my broader career experience. Unfortunately for you, dear reader, I’ll go with the latter.

I come from a humble family and had to pay my way through university, so I started working at the age of 16 in bars and would eventually end up doing that for nine years. This experience left me with a lot; not only can I make hundreds of cocktails (my standout specialties being a cracking Long Island Iced Tea, the best Mojito this side of the Caribbean, and a great Asian twist on a Bloody Mary), but working in a bar taught me a lot of skills that would be useful for my EU career. I learned to understand and value people, and how to relationships with them.

My EU career started in 2017, when I embarked upon a Robert Schumann traineeship in the European Parliament, dealing with the Eastern Partnership. Whilst there, I worked with the Parliament’s Head of Delegation to the South Caucasus, MEP Sajjad Karim, who eventually ended up employing me.

After the 2019 elections came around, I joined MEP Caroline Voaden, the leader of the British Liberals in the EP, as her Head of Office. In this role I managed both her office and the liberal delegation of 16 MEPs, as well as acting as liaison for the domestic party.

And then, after Brexit came along and us Brits were unceremoniously chucked out of the institutions, I was fortunate enough to move straight into Honda, where I spent three years as their EU lobbyist. Since July 2023, I’m now at Mitsubishi Electric, lobbying on an ungodly range of policy areas – from heat pumps, electric vehicles and solar & wind power, to defence and space.

What was Brexit like as a British citizen in Europe?

It was awful. Europe has always been very close to my heart. I was surrounded by Europeans when I was growing up and doubly so when working in bars, so I’ve always had a special link with Europe. Unlike any other policy, Brexit always felt very personal to me – that it was attacking me specifically, and I was very invested in the outcome. It was not a good time and I’m glad to say that nowadays, bit by bit, we’re starting to put it behind us.

Communication appears to be a consistent theme in your professional journey, from podcasts to Twitter. Considering your varied experiences, which means of communication do you consider the most valuable within the Brussels Bubble, and why?

I put so much value in the people of this town. I believe that these kinds of projects – social media, podcasts, and so on, are only relevant in so far as they allow me to connect with other people. All of these communication projects are essentially different means, of equal value, to the same end.

That said, I ‘ve evolved my perspective on what works and what doesn’t over time. I’ve had some great success with Twitter, meeting around 2-3 people on average a week from connections made there, and getting stuck in with a lot of policy. I do think I made a couple of mistakes with TikTok, however.

What mistakes?

I went way too informational. It was long and boring. We should remember that communication is 90% entertainment and 10% communication.

People in Brussels put a lot of effort into translating their policy papers into a digital format, but a lot of this work is wasted and falls on uninterested ears because it’s not entertaining enough to hold anyone’s attention.

In a wider Brussels context, most of the problem is setup. There’s a certain type of comms director who pushes information and knowledge transfer above all else, without paying any attention to the entertainment aspect. The hard reality is that nobody wants to listen to long, boring, drawn-out policy discussion, and no one wants to have a position paper be read to them in a different format.

But I didn’t have that type of person. I just approached TikTok with the wrong mindset – 90% policy and 10% entertainment. Wrong proportions.

It’s called social media for a reason – it’s all about that social element. The audience wants to connect to a real person with a real personality, not a sanitised corporate/institutional drone reading out a press release or position paper.

Have you put this in place in your communication?

Hmm, not yet. Since I moved from Honda to Mitsubishi, I’ve slowed down on the social media, because I want to think this through. I will unleash Connor 2.0 after the elections. I’ve got lots of plans which are drawn from my experience and mistakes – you will have to wait and see!

Is there a communication channel or strategy that you still haven’t tried and that you want to experiment with?

Absolutely – YouTube.

Video format communication is criminally underutilised in this town. I think we have a lot to learn from the US, where I see many American lobbyists, politicians and consultants putting themselves in front of a spotlight and absolutely rocking it.

I find that people in Brussels don’t put themselves out there enough. Europeans seem to be shy in general, but there’s a wider problem that a lot of talent and potential is suppressed. There are some great, creative, junior people who could do amazing things with video, but they don’t have any freedom from their employer, let alone do something like I do where I’m dancing on the line between representing a company and my own personal brand.

Video is difficult to get right, but I believe it is the best way of communicating, because it produces that vital personal connection, it’s proven to result in much higher engagement, and by god would it be a breath of fresh air in Brussels!

Are there innovative communication approaches you’ve observed among your fellow PA colleagues that you want to give kudos to?

So many. But it’s far too difficult to name only one, and even more difficult to name less than twenty, so I’ll highlight a merciful few.

First, Aaron McLoughlin. He has been a lobbyist for a long time, formerly of the Commission. I have always looked up to him, he’s an amazing teacher and analyst of legislation. He basically changed my life by making a very good point –legislation is fundamentally the same. Every legislation follows the same procedure, and as a lobbyist, you will have to do the same things, at a predictable cadence, over and over again. Everything’s a process, and the smartest thing that you can do is work around that process and manage your time better. I recommend anyone read Aaron’s blog.

Laura Shields, a former BBC journalist-turned-comms-consultant, is also a standout. She’s a fierce advocate of cleaning up the jargon and making messages simple and to the point, and has a rare instinct for good messaging that is probably unique in Brussels. Everyone can benefit from learning from her.

And then, you Flavia! [This wasn’t expected – Ed] I think you’re doing everything right. You are open to new ideas, you go and you seek audience feedback, and you adapt your style. And that’s exactly what you’re meant to be doing. So many people are going into a dialogue thinking “I’ve been doing this for a while, so I know better”, but you are just so on the ball in your approach, and with your projects, and that’s so impressive.

Thank you, that’s very kind. From your years in Brussels, what skills do you consider essential for a PA professional in their role?

At the risk of repeating myself, to do well in this job, you have to be good with people – if you’re not, it might not be the right fit. Some lobbyists act like they’re in an episode of House of Cards. I’ve heard stories about a not-to-be-named German carmakers’ representative kicking down MEP office doors, and not-to-be-named Spanish telecom companies’ reps literally screaming at people. That’s not how things should be.

Being patient, accepting, and understanding is crucial, both on a personal level and in the political world. I chat and have connections with folks from every political group, and I find it easy to understand their points of view. Understanding those different perspectives and finding compromises are important skills.

Here’s a good question to see if you’re on the right track – when you talk politics with your friends, do you yell at them? If you do, how often do they change their minds? You can probably get your friend to stop talking to you, but you can’t bully or intimidate a policymaker with a different perspective into agreeing with you.

Ultimately, everyone believes that they are doing the right thing, so assume goodwill from those who disagree with you, employ a bit of empathy, and try to understand where they’re coming from – that goes a long way.

What does Brussels need more of, and what does it need less of?

I believe it’s crucial to embrace a variety of perspectives. When I first started my traineeship here, I had been working night shifts for ten years and my circadian rhythm was shot. I was going to bed at 5:30 AM, waking up at 6:00 AM to go to the office, and working in the bar on weekends. I understand what it’s like to deal with job insecurity and precarity, and the importance of earning a decent living in a dignified way, but it’s so rare to find someone here who has the same experience.

These types of background experiences shape all of our work, and gives us all unique perspectives. In politics and policy, you have to see things from different angles and, and you have to understand people who are fundamentally different from you. Brussels is so inhibited by having one single dominant background, which informs how we approach policy (you know exactly which College I’m talking about).

If Brussels wants to improve its policy ecosystem, the lowest hanging fruit is to favour Mr. Ski-holidays-and-fondue-parties a little less, and favour Ms. Caravan-holidays-and-McDonalds-parties a little more.

You are known in the city for your outstanding networking skills. Care to share your secrets for maintaining a robust professional network?

It’s a mindset; people always come first. Take your average informal coffee meeting – isn’t it so off putting when individuals skip the small talk and dive straight into what they want from you? For me, hearing about the person is 99% of the value of a meeting.

From my perspective, work-related matters can always, and far more easily, be discussed through email or WhatsApp. If I’m meeting someone, it’s all about them. I’ve been in the Parliament, I’ve sat in week—long trilogues, I’ve participated in intense negotiations – I have never encountered an issue that couldn’t be resolved more effectively through a simple WhatsApp message.

So when sitting down with others, starting by asking about their well-being is so important. Building good relationships, being a pleasant presence, and making yourself approachable, rather than just a robotic representative of a company/institution/NGO, paves the way for any future interactions.

Throughout your journey, who has been your mentor and confidant – the person you wish everyone had?

I’ve had the privilege of learning from such a diverse array of individuals; I truly believe everyone has something valuable to teach. Remaining open to learning from anyone is key. I’ve learned amazing lessons from conversations with both newly arrived 21-year-olds, and veterans with decades of experience.

But if you want names, there are so many people who were impactful on my career. My former boss at Honda, Patrick Keating, taught me a lot and eased in my transition to the private sector. The two MEPs I worked for, Sajjad and Caroline, were incredible people, and there are so many other people on my journey who I just don’t have the space, time or memory to mention.

If you asked me to  single out one person, it would be Julien Crampes, my supervisor in my first traineeship. I give him credit for shaping my working style. Julien consistently made time for people, involving me in his day filled with coffee meetings. His energy and dedication were exceptional, and I owe a great deal to him.

If you could have 30 seconds to say something to the Connor who started his traineeship in Brussels in 2017, what would you tell him?

I wouldn’t advise young Connor to change anything! Our experiences shape us, and we learn more valuable lessons from mistakes than successes – I wouldn’t change a single mistake I’ve made.

However, in the early stages of one’s career, there’s often the fear of facing complete failure, returning home in shame. In reality, very few have that happen to them. That in mind, if I had to say one thing to my younger self, it would be that it’s going to be alright, and there’s always room to make choices.

The Brussels Bubble can feel suffocating at times. How do you think one can maintain a connection with reality?

I consider myself fortunate to come from a working-class northern family, which means when I return home, I’m reminded that not everyone knows what a compromise amendment is (or indeed, what the European Union is).

But not everyone is lucky enough to be party to Manchester’s industrial charm, so for the rest of you, I think that it’s essential to make time for yourself. Reconnect with what brought you joy as a child. For me, it’s watching the ducks at Parc Leopold, which is something I used to do with my grandma when I was little. Running is another passion of mine, which helps me disconnect. Setting boundaries is also key – acknowledge that you have your eight hours a day for work, and the rest should contribute to maintaining your well-being. Drawing a clear line between work and personal life is essential for a balanced and fulfilling life.

What’s the professional achievement you’re mostly proud of?

There are two aspects to this question. Externally, being featured in Politico’s Power 40 influencers in Brussels was quite an achievement! I am just two points below Tony Blair in the UK list, and I’m the only corporate lobbyist in Brussels who made it on to this list.

Internally, a big part of my work does not make the headlines, but its impact is substantial. I’ve played a role in improving certain legislations, and my contributions to internal communication have been effective, even if they go unseen by the outside world or the company itself – but I know I did it well!

Looking back on 2023, what would you consider the most unnecessary drama of the year?

It’s not just about 2023; it’s an ongoing matter that I feel strongly about. There’s a trend of people claiming they’ll leave Twitter because of Elon Musk. Oh my God, get over yourself! Every day I still hear about Bluesky and Mastodon accounts, and yet every single one of these people are still on Twitter.

Twitter’s apocalypse is forecasted every two months, yet we are all still there, aren’t we?

To me this is just one example of people oversimplifying complex issues. It seems like there’s only one acceptable opinion, which is that Elon Musk as entirely bad. I believe people are more nuanced and shouldn’t be judged solely based on one statement or action.

As we step into 2024, what are you most looking forward to?

Election times are always unique within the bubble. Not many individuals stay for an entire mandate, so there’s not as much institutional memory of what happens, which generates this sense of apprehension as to what will happen.

There’s a noticeable sense of movement in people’s careers, along with a mix of optimism and dread. I love seeing how my contacts, colleagues and friends use this time of great change. I know so many people who get their big breaks in the post-election turnover and it’s always amazing to see.

Is there one national election for which you will stay up to watch the ballots?

Probably the UK elections, but also the US elections – Even though we pretty much know the result already.

Lastly, is there something about you that people might not be aware of?

I’m a man of great contradictions. Most people know me as a car lobbyist, but I don’t actually have a driver’s licence.

On Twitter, I can be a bit direct and to the point in a way that doesn’t always feel kind. But in person I’m a big softy. I love animals, for example, and I couldn’t bring myself to harm any living creature – I’m the type of guy who helps snails cross the street.

And whilst I’m a white-collar corporate lobbyist now, it wasn’t always this way. At age 17, I applied for, and got into, the Royal Military Academy Sandhurst, aiming to join the Parachute Regiment. The initial plan involved growing up by attending university first and then returning, but as it turns out, I never did come back – or you could say I never quite grew up!

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