# From noise to influence: Building a strategic impact — Voice Affairs 08 > There is one figure that should give anyone working in communications pause: only 39% of Italians say they are genuinely interested in the news they… Source: https://voice-sc.com/voice-affairs/issue-08/ Voice Affairs — Issue 08 · 19 June 2026 # From noise to influence: Building a strategic impact By Voice Strategic Consulting ## The Briefing Once a month, we publish an editorial on how influence works in Europe today, a legislative radar on what is moving in Brussels, and a note on the work behind it. Written for the decision-maker’s chair, and for those who advise it. Issue 08 · 19 June 2026 ## From noise to influence: Building a strategic impact There is one figure that should give anyone working in communications pause: only 39% of Italians say they are genuinely interested in the news they consume every day. Ten years ago, that figure stood at 74%. This is not about a lack of attention; it is about a structural collapse in perceived relevance. ### Editorial Yet many organisations continue to measure their communications success by volume: media mentions, posts, and press releases. Being present everywhere is no longer enough. What matters is being credible, consistent, and relevant within the contexts where an organisation wants to be perceived. How can this credibility be built? We discussed this with Edoardo Ares Tettamanti on TouchPoint News, and the answer revolves around three concrete pillars: integration, anticipation, and alignment. #### Integration: breaking down the silos The fragmentation between corporate communications, public affairs, and digital marketing is the first enemy of influence. When these functions operate in silos, inconsistencies arise that damage reputation. For example, a company may promote the energy transition while its lobbying team slows down the related regulatory process. Integration means building shared narratives and metrics, bringing teams into dialogue from the outset, and establishing leadership capable of rewarding consistency. #### Anticipation: staying ahead of the curve Being influential does not mean reacting once a crisis has erupted or a law has already been drafted. It means building relationships and expertise to interpret signals and act in time. Technological and social transformations move faster than strategies, which is why organisations need to invest in new skills of expertise. Anticipation means building scenario-planning capabilities and creating internal flows where communications, compliance, and risk management work together, so authoritative perspectives can be shared before issues become emergencies. #### Alignment: saying what you do, doing what you said The third and final pillar concerns consistency between words and actions. In the age of digital transparency, saying one thing and doing another is no longer acceptable: reputation depends on the ability to honour commitments. Alignment means developing messages that reflect concrete actions and ensuring that decisions made at the board level translate into consistent behaviour in institutional settings. Engaging employees as ambassadors of change and measuring impact in terms of trust and legitimacy strengthens authority and, consequently, influence. Changing the paradigm is not easy. It requires leadership aware of the current approach's limits and ready to value communication as a strategic lever. This means moving away from a “let’s send out a press release” mindset and embracing a “let’s build a relationship” approach, measuring influence not by visibility but by the impact of relationships and the decisions they help shape. Only in this way can organisations move from noise to influence and build a lasting impact. ### Legislative Radar with Thembi #### What are we tracking next #### Energy & Fuels AccelerateEU: From Crisis Response to Legislative Pipeline On 22 April, the Commission presented AccelerateEU (COM/2026/370), a package of 44 actions in response to the energy price shock triggered by the escalating Middle East conflict, which has pushed EU fossil-fuel import costs up by €24 billion since March. The plan combines immediate relief measures with structural steps to accelerate electrification, renewable deployment and the build-out of Europe's energy infrastructure. Its significance extends beyond crisis management. AccelerateEU is not itself binding, but it sets out the legislative pipeline ahead — feeding into forthcoming proposals on electrification, electricity taxation, network charges, grid development and a review of the EU Emissions Trading System. What began as a geopolitical shock is now being translated into a structural agenda, linking short-term energy affordability with longer-term questions of market design, competitiveness and Europe's energy sovereignty. A legislative signal that deserves close attention well beyond the energy sector. #### Cross-sector Regulation CADA: From Digital Sovereignty to Legislative Reality On 3 June, the Commission tabled the Cloud and AI Development Act (CADA), moving Europe's digital sovereignty agenda from political ambition into the legislative pipeline. The proposal aims to triple EU data-centre capacity within five to seven years, accelerate cloud and AI infrastructure deployment, and introduce a common EU framework for assessing cloud and AI sovereignty in public-sector procurement. The significance extends far beyond cloud policy. CADA forms part of the wider Tech Sovereignty Package and reflects growing concern over Europe's dependence on foreign-controlled digital infrastructure. By introducing common EU criteria on issues such as infrastructure location, software supply-chain control and cybersecurity, the proposal opens a new front in the debate over how much technological autonomy Europe is prepared to require in practice — and from whom. A legislative signal that deserves close attention well beyond the technology sector. ### In case you missed it WE ARE EU RECOGNISED! Our co‑founder Jacopo Garone has been selected by the European Commission for his expertise in outreach, digital communication, strategy and social media. EU institutions can now engage him for institutional communication activities. #### Adamant’s sustainability report The new Sustainability Report from Adamant Group showcases impressive performance: over 1.2 million tonnes of certified products, cumulative revenues nearing € 1.5 billion and 98% of volumes certified sustainable. The report drew coverage from business and environmental outlets such as Sole24Ore, MF Newsire and Argus Media, highlighting its achievements and environmental impact. #### Pel on the UK industrial stage On 3 - 4 June, PEL Pintossi Emilio Spa took part in SUBCON 2026 in Birmingham, one of the UK’s key events for manufacturing and supply-chain professionals. At Stand A38, the company presented its bespoke OEM solutions. The event offered PEL the opportunity to connect with engineers and procurement managers, showcasing how its tailor-made solutions respond to real-world industrial challenges.