by Katrien Decroos | Sep 21, 2025 | All
Both consultancy firms join forces in response to the growing demand for senior and integrated expertise in public and regulatory affairs, change communication and crisis communication.
September 2025 – Leading Brussels agencies Square Circle and SoWhatCommunications are combining their experience and expertise into a new joint offering, with a shared mission: to advise and guide companies and organisations to achieve their objectives via strategic communication, reputation and change communication. In a context where all companies are facing major challenges, from new legislation and regulations to economic pressure, geopolitical uncertainty and new strategic objectives, they need support on strategic communication and effective stakeholder management. These changes not only affect C-level executives, but also have an impact on employees, customers, investors, policymakers and the wider public. This is when clear, credible and strategically focused internal and external communication can make a real difference.
Shared vision, complementary strengths
SoWhatCommunications and Square Circle are combining their complementary expertise in public & regulatory affairs, crisis communication and change communication into an integrated offering and holistic approach. As one team they will assist organisations in anticipating and responding to change, with a strong focus on communication that supports strategic transformations, aligns stakeholders, protects and strengthens reputations, and makes change understandable and manageable both internally and externally.
Olivier Hinnekens, Managing Director of SoWhatCommunications: “We see that organisations have an increased need for guidance that is substantively strong, strategically sound and supported by senior expertise. Square Circle’s expertise allows us to support our clients even more effectively with strategic communication advice that strengthens organisations and makes them more resilient in turbulent times. We are in the process of completely integrating our activities to develop new tools to support our clients even more effectively.”
Katrien Decroos joins SoWhatCommunications as a partner
Katrien Decroos, co-founder of Square Circle, is joining SoWhatCommunications as a partner. With over 30 years of experience in strategic communication, management support and crisis management, she has been at the forefront of crisis and change communication during restructuring and transformation processes in Belgium.
Square Circle, which she founded together with Ludo Goethals in 2002, has built up a rock-solid reputation over the years as a discreet but decisive partner for leaders facing complex communication challenges.
Katrien Decroos, Managing Director of Square Circle: “We believe that strong communication is the key to the resilience and agility of people within any organisation. The partnership with SoWhatCommunications enables us to support clients even better with an integrated approach focused on impact, both internally and externally. The presence of extensive expertise also allows us to supervise even larger and more complex projects, both in Belgium and internationally.”
Both consultancies will continue to support their existing clients and will do so from now on as SoWhatCommunications – Powered by Square Circle, working together to tackle new assignments, leverage their combined expertise and strengthen their offering.
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About SoWhatCommunications and Square Circle
SoWhatCommunications and Square Circle are leading Belgian consultancies in strategic communication and public & regulatory affairs. Together, they assist companies, governments and organisations with in-depth transformations, restructuring, crises and reputation challenges. Their joint offering includes strategic communication, crisis communication, change communication, public & regulatory affairs, internal communication, communication training, media training, stakeholder management and interim management. The new partnership SoWhatCommunications – Powered by Square Circle brings together a complementary team of senior experts: Olivier Hinnekens (Public Affairs and Crisis Communication), Katrien Decroos (Crisis, Internal and Change Communication), Olivier Trop (Crisis, Internal and Change Communication, Media Relations), Wim Hautekiet (Financial and Change Communication), Stefanie Pollet (Public Affairs and Change Communication) and Pierre Deraedt (Public Affairs and Change Communication).
More information: www.sowhatcoms.com – www.squarecircle.be
Press contact – Olivier Trop – olivier.trop@sowhatcoms.com – +32 486 510 419
by Katrien Decroos | Aug 19, 2024 | Risk & Crisis
In our previous blogs, we talked about the importance of listening to employees and turning these insights into concrete action. Now we focus on a crucial aspect of communication: messaging.
The importance of messaging
The message must convey information effectively both inside and outside the organisation. Corporate communication is therefore essentially about creating and maintaining a shared understanding of work, while ensuring a continuous connection between employees and management. This applies both internally, within teams and departments, and externally, to customers and the wider community, as well as the media.
Internal communication
One of the biggest challenges for companies is translating strategic objectives into concrete messages, that can be understood at all levels of the organisation.
The right message makes it possible to integrate the company’s objectives into the day-to-day work of its employees. It ensures that everyone in the organisation knows why certain decisions are taken and how their role contributes to the overall picture.
The myth of the cascade
Many organisations rely on a cascade system to disseminate information from the top to the rest of the organisation. This system involves passing messages from the top through the various levels of management. Unfortunately, this system does not always work as intended. Messages are simply passed on, without context or explanation, leading to disconnection and misunderstanding.
Making the message clear
Effective messages translate high-level objectives into concrete actions. What does a strategic decision mean for the day-to-day activities of a salesperson or an engineer? Let’s take the example of a company working on sustainability transition. For technicians, this might mean continuing to sell maintenance contracts, but focusing on how they contribute to energy efficiency.
It’s important to make people understand this subtle change of direction.
It is normal that management cannot flesh out the details – this is the job of managers to co-create with their teams. They have to translate the strategic ambitions into practical, understandable actions.
Authentic messages
Messages must not only be clear, but also authentic and inspiring.
The best way for a leader to construct his or her message is to rely on three elements: ratio (head), emotion (heart) and action (hands).
People generally limit themselves to the ratio, but if you want to persuade with authentic messages, you need the other elements too. Communication professionals can support managers in developing these with hands-on tools.
Summary: constructing powerful messages is more difficult than you think
It’s not just conveying information; it’s also about guiding employees and translating strategic objectives into practical action. By focusing on authentic, clear and action-oriented messages, organisations can communicate better and achieve their goals.
Eager for inspiration on how to approach this concretely? At Square Circle, we are ready to help you!
by Katrien Decroos | May 29, 2024 | All
In our previous blog on listening sessions, we highlighted how crucial it is to sincerely listen to employees. Whether it is exploring topics that have come up in the employee survey or exploring an undercurrent of dissatisfaction and resistance to change, listening sessions are an important step. But once these sessions are completed, only then does the real work begin. After all, listening alone is not enough. The question is: what do you do with the insights gained from these conversations? And more importantly, how do you turn these insights into concrete action plans that bring about real change?
Identifying problems
The starting point is to identify the core issues. At Square Circle, we use a number of crucial “levers” that we include in our analysis as standard. These levers form the building blocks for developing effective action plans. In our experience, these are the three most important ones:
1. Organisational structure: how is the organisation structured? For example, a complex matrix structure can lead to communication problems and a lack of transparency between management layers.
2. Communication: How is communication within the organisation? Are employees able to find and share information easily? Is there a culture of openness and genuine listening? An inefficient communication system and a lack of connected communication can cause frustration and demotivation among employees.
3. Strategy: Are the organisation’s strategic goals clearly communicated? Does the organisation provide sufficient opportunities for personal and professional development of employees?
Reporting levers
The next step is to report the levers to the management team. But how do you convey the employees’ concerns? Experience tells us that this is best done not only in management language, but also with the literal wording of the employees themselves. Phrases such as “Nobody dares to ask a question because there will never be an answer anyway” come across much more strongly than general descriptions and therefore have a greater impact. Of course, employee privacy should be guaranteed by anonymising all data.
Pitfalls when analysing listening sessions
It is important to recognise that there can be pitfalls when analysing listening sessions. As an (HR) manager, you may have tunnel vision, which is understandable if you are working in your own organisation. Reactions such as defensiveness and disbelief are also common. This is why it is useful to work with an external, neutral partner such as Square Circle. Impartiality is important to get to the heart of the problem (or problems), as it allows employees to speak freely. But feedback is also best done as neutrally as possible.
Create action plan
The listening sessions and reporting provide a well-founded basis for drawing up concrete action plans and implementing the desired changes. The action points can relate to communication, personal development of people, strategic choices, etc. At Square Circle, we help organisations in every step of this process, from problem analysis to implementation of the action plan. Tailor-made communication is always the common thread. We will discuss how to do this properly in the next blog on messaging.
If your organisation is aware that there may be blind spots in the workplace and doesn’t really know how to discover them and what to do next, contact us. We are ready to help you communicate better and empower your employees to grow.
by Katrien Decroos | Apr 30, 2024 | All, Communication
In an age of fast-paced communication and high workloads, sincerely listening to employees is often a challenge for organisations. This can lead to stress, demotivation and the loss of valuable resources. Fortunately, listening sessions offer a powerful solution to bridge this communication gap and create an environment where employees feel heard and valued. Because those who are heard get wings.
Stressor: lack of feedback
A recent survey by Page Personnel reveals that, contrary to expectations, lack of recognition appears to be the biggest workplace stressor, followed by the amount of work. A striking finding is that over half of workers consider leaving their jobs because of stress, of which 20% actually do so. For job seekers, lack of feedback proves to be a source of stress in particular, even more so than being rejected.
Listening is not rocket science
These findings highlight the importance of a supportive and communicative work environment. Many employers focus primarily on attracting new talent, but at Square Circle, we believe that actively working to retain and engage employees is equally important. Listening sessions are an effective way to understand what is going on and address the lack of recognition.
Listening sessions: more engagement
Listening sessions are confidential one-to-one conversations and/or group discussions with several employees holding different positions. They allow you to go deeper into hot topics, discover drivers and throw up initial solutions. This leads to higher awareness among management, HR and executives on the one hand, and more commitment among staff on the other. A win-win!
Strategic communication
By organising listening sessions, you will gain crucial strategic insights about communication as an organisation: “Do we know what is going on among people? What are we doing to engage our employees? Have we adequately prepared the messaging before we roll out the communication? Are the executives ready to communicate the message?” However, it is not easy to answer these questions when you are in the middle of it. That is why at Square Circle we offer practical and strategic support, while maintaining a helicopter view.
Experiences with listening sessions
We have been conducting listening sessions for several clients for more than 15 years, each from a different angle. For instance, following a survey on resistance to strategic change, or following a more in-depth employee survey from which some important points of interest emerged.
A common response from participants is “The focus is so much on the business that there is little time for a good conversation. This listening session is a very good initiative”. Listening sessions are indeed an important first step in creating an open and confidential environment where employees can have their voices heard and have an impact on organisational culture.
If your organisation is aware that there may be blind spots in the workplace and doesn’t really know how to discover them and what to do next, contact us. We are ready to help you communicate better and empower your employees to grow.
by Katrien Decroos | Mar 19, 2024 | All, Communication, HR & People Solutions, Risk & Crisis, Social Dialogue, Strategy, Transformation
Due to economic circumstance and strategic motives, the Belgian e-commerce firm Unigro had to cease its activities. CEO Yves Moens faced the challenging responsibility of informing stakeholders and employees about the reorganisation. For support in their crisis communication, they got in touch with Square Circle.
Why did Unigro decide to contact Square Circle?
“For various reasons, Unigro had to stop its activities, which resulted in a collective dismissal of all our employees”, says Yves Moens. “In the first phase, we had to communicate this to our works council, our employees, and all our other stakeholders: customers, labour administration, partners, suppliers, and the media. Considering our inexperience with this type of communication, its delicate nature and the importance of timing, we decided to contact an outside expert.”
How Square Circle offered crisis communication support
Roadmap
Crisis communication is about conveying a narrative, tailored to the concerns and needs of its target group. That is why Square Circle first organised a workshop to map out stakeholders, decide what to communicate to each, what channels would be used and who would be responsible for the communication.
Crisis communication
Next, we further developed the narrative so it could be presented to the Works council in Belgium. Once approved by the group management and labour lawyer, we started creating the necessary communication artefacts, information tools and documents the management team could use to anticipate questions from stakeholders.
“It was incredibly important to involve the local management team in the process”, says Katrien Decroos, crisis communication expert at Square Circle, “If they understand the narrative, they can pass it on more easily to employees and onboard others. That would inspire trust. And trust was needed, as employees would have to continue work at Unigro months after the layoff announcement.”
Media training
Once Unigro’s story was clearly defined, Square Circle provided the management team with media training, showing them how to adjust their message to stakeholders and communication channels, and coaching on how to manage the employees on a day-to-day basis in uncertain times. Finally, on the day of the announcement, Katrien Decroos was present at Unigro’s headquarters to receive and address the press. “We were grateful to have a partner in our building who could accommodate the press, guide them and answer their questions”, says Yves Moens. “That was very favourable to our company’s image.”
Did Unigro consider the communication to be successful?
“We were very pleased with the final result”, remarks Yves Moens. “Our message was nicely tailored to each stakeholder and, thanks to a highly detailed roadmap, everything was planned out down to the minute at the announcement. Also, with Square Circle’s guidance, we were able to retain our employees’ trust through effective communication and uphold the long-standing reputation of Otto Group, our parent company.”
Would Unigro recommend the partnership with Square Circle?
“Absolutely”, says Yves Moens. “Their approach was very pragmatic and we loved that. They had tools and templates at their disposal which they could customise to our project and company. It offered a foothold for this difficult process. Add to that their flexibility and responsiveness, their readiness to answer any immediate questions we had. That is very valuable during a communication crisis where timing is everything. Without Square Circle, we would not have been able to communicate so accurately and professionally.”
What advice would Unigo give other companies undergoing a restructuring process?
“Make sure you are well prepared”, suggests Yves Moens. “That means surrounding yourself with the right partners to determine a communication strategy and roadmap, so you can convey the layoff announcement adequately to the stakeholders involved. Of course, this kind of preparation takes time. In many cases, headquarters wants communication to follow quickly, but you can only communicate this delicate message once. Luckily, the Otto Group gave us enough time to prepare. So, don’t rush it. A nuanced message takes time to compose.”
Do you need support with crisis communication? Square Circle has more then 20 years expertise in preparing, developing and implementing crisis communication strategy for restructurings, reorganisations and closures. Square Circle trains spokespersons in handling the media and onboard internal communicators in communication in uncertain times. Get in touch with us for more information.
by Katrien Decroos | Feb 28, 2024 | All, Communication, Strategy
How would you describe the personality of your business in just a few words? And how would your colleagues describe it? A company with an identity connects your employees and aligns them with your overall mission and vision. Square Circle provides you with interesting insights to help define and implement your values.
Involve your team in the process
Values should be worn like a suit, not kept in a suitcase that you only open when you need it. You embrace values because they are personally meaningful and because they add something to the way you work as a team. They need to be shared by everyone in your company to be effective. That is why values cannot be determined top-down and employees should be involved in creating values that work.
Create clear and limited values
Values shape your company culture, how employees behave, how strategies are decided, and how successes are celebrated. Values should be lived by your employees and expressed in their day-to-day interactions. For this reason, it is important that your values clearly express what is expected of your employees. Do not hesitate to fundamentally review your values, and involve your employees in the process, in order to (re)formulate them and clarify these expectations. You will see how energising this is!
Limit the amount of your values to three or four. A higher number will be hard to translate into specific behaviour, increasing the chances that your employees won’t live by them. Do you have five or more values? Review them critically, perhaps you are overestimating the capabilities of your team.
Set an example and promote the right behaviour
Values should be promoted top down, by talking about them regularly at team meetings. By using them as a compass in evaluating employee behaviour. By emphasising proper behaviour as well as speaking up to those who don’t put your values into practice.
Management plays a key role in implementing a company’s values. As a leader, you must think about them daily and talk about them regularly. If values are upheld, employees are more motivated, more involved and more connected with management, benefitting, in turn, your customers, partners and stakeholders.
Need support in reviewing or defining your company values? Square Circle helps employees reflect on values through interactive workshops. Working bottom-up, we help define values and their corresponding behaviours, always taking care that they are equally supported by upper management. Together, we can come to clear agreements. Curious to know more? Get in touch.
