Connection in Times of Polarization with Our International GCA Network
This year, Bijl PR had the honor of organizing the annual Global Communication Alliance conference. A global network of like-minded, independent agencies with years of experience in communications, PR and public affairs. We welcomed international guests from the United Kingdom, Germany, Argentina, Nigeria, Denmark and the United States to Rotterdam for a three-day conference centered around the overarching theme of “Connection”.
All participating PR and PA experts work in countries facing polarization and public resistance. What is our role as communication professionals in dealing with this? And how can we foster greater connection with our communities? These were the central questions of the conference. And of course, we also wanted to introduce our guests to the greatest city in the Netherlands! Want to read more about the program?
WEDNESDAY, JUNE 4, 2025
We welcomed participants at the historic Hotel New York on the Kop van Zuid. With an opening speech by Sophia and Marjoleine and a warm-up quiz from the GCA chairs, the conference got off to a great start. The atmosphere was immediately positive! Each agency shared highlights and challenges from the past year, which was a great way to stay informed about one another and the trends in our field.
Knowledge sharing is a core value of the GCA, which was clearly demonstrated during the case studies. Luka and Sophia introduced the group to the “Burengesprek” project, focusing on building connections between residents, companies, and governments. Tiffany from PLMR talked us through the world of education and communication—how do you involve parents and children in school policies? After these interactive sessions filled with questions, it was time to unwind: a freshen-up, drinks at Hotel NY, and then… We walked across the windy Erasmus Bridge to Loos for the first dinner, ending the evening with good company, food and drinks.
THURSDAY, JUNE 5, 2025
Our new office, still located on the Coolsingel, was the perfect place to host our guests. We kicked off with some inspiring speakers! André Manning, Director of Corporate Communications and Public Affairs at Tata Steel, gave us insight into his work and how he deals with public opposition. Jolanda van Gerwen, founder of Join Us, shared how her foundation creates connection among lonely youth. Particularly moving was the story of Nishaya, a former participant and ambassador of Join Us, who shared her journey in developing self-confidence, a positive mindset and social skills.
Of course, a taste of Rotterdam was on the agenda too. Our guests enjoyed the city’s highlights during an architecture city walk and a ride on the water taxi. We proudly shared our love for Rotterdam! The day ended with a delicious dinner at Tosca, a restaurant in the North of Rotterdam.
FRIDAY, JUNE 6, 2025
Time flies when you’re having fun! The final presentations were held on Friday morning. GCA member Malcolm from agency NAVOS shared the latest developments in AI, and Pieter Kuijpers from More2Win gave insights into how companies can build connections by investing in social programs at sports clubs. We wrapped up the conference with a visit to the new migration museum Fenix—a fitting closing moment with “Connection” as the central theme.
We said our goodbyes from a great height, over lunch at the Euromast. Everyone was asked to share the insights they would take home. One recurring theme: how valuable it is to exchange ideas with like-minded agencies and how essential connection and dialogue are in today’s world.
Marjoleine adds: “This alliance of global agencies brings new perspectives to our daily work. A communications professional from London or Berlin approaches our Dutch clients’ challenges differently. That gives us so much inspiration. Sharing knowledge about our profession is incredibly valuable to us.”
With big hugs, we wished each other safe travels. It was a wonderful three days! See you next year!