Leadership Lessons with Claudia La Donna, CEO in Edelman’s Public and Government Affairs team in Brussels

In recognition of International Women’s Day, Hanson Search is running an interview series throughout March showcasing female talent across the industries we work in.

In this interview, Janie Emmerson, Managing Partner at Hanson Search, spoke with Claudia La Donna, CEO in Edelman’s Public and Government Affairs team in Brussels. Claudia shares her leadership journey, the role of support networks for women in the industry and what more can be done to help women progress into senior leadership roles.

Looking back at 2025, what major shifts in client expectations or industry dynamics most affected how your agency operated?

The impact of everything happening at a geopolitical level has made us rethink how we serve clients. Expectations have shifted towards a combination of speed and strategy; there has been an acceleration in everything happening politically, so clients now expect real-time intelligence and thoughtful scenario planning. Clients need to be prepared for what to say to their leadership, who often sit in another jurisdiction on the other side of the Atlantic.

We have also seen a shift towards integrated mandates where clients want public affairs support combined with communications, reputation counsel and visibility raising in a seamless, rather than siloed way. This has raised the bar for cross-team collaboration and multi-jurisdictional campaigns, requiring us to operate with more agility and a clearer focus on what drives impact.

What emerging Public Affairs trends do you think will define 2026 for agencies, and which ones are being overhyped?

The defining trend of 2026 is the use of AI. It is potentially revolutionising how public affairs works and how the job market will function down the line. Operationally, there are pros in terms of making daily work more effective. However, the idea that it can totally substitute our work is overhyped. The value of strategic advisory in a public affairs environment is still so important and cannot be replaced by AI. We need to understand where it can be used as an enabler, while remembering that human intelligence, experience and knowledge are still what bring the real value.

Are clients becoming more risk-averse or more experimental? How is that shaping the kind of work they ask for?

They are becoming more risk averse. This is a reflection of being more cautious due to pressures they are experiencing at all levels. Inevitably, there is a limitation on what they can do, driven by both cost-cutting and geopolitical tensions. Clients’ positioning in the EU and Brussels is now very much interconnected with what happens in the US. People are much more cautious about the kind of positioning they can have here and the impact that has on their global reputation.

How has the role of an agency leader evolved over the past few years, and what core leadership principles do you believe never change?

Agency leadership has shifted from managing teams and clients into orchestrating complex ecosystems. We are now managing variables and circumstances that are not necessarily under our control. This requires managing with agility and flexibility while keeping a clarity of purpose. What remains constant is the importance of empathy and emotional intelligence. In a complex environment, a human touch plays a vital role in balancing all these moving parts.

How are AI expectations from clients influencing your agency’s approach to offerings and resourcing, and where do you see the most meaningful opportunities for AI to elevate client work in the future?

The right balance needs to be struck in how AI is used by both clients and agencies. I see it as an enabler of efficiency and a support to teams rather than a substitute for the work we deliver. It is helpful for creating efficiencies, but it should not replace human intelligence and the creativity that is required in all circumstances.

As a woman in the public affairs industry, what challenges and opportunities have shaped your journey to leadership?

Like many women in this industry, I have navigated environments where I have observed that sometimes confidence carries more weight than competence, or where showing strength is valued more than actual skills. There have been many times in my career where I felt I had to prove my expertise twice as much as a male colleague sitting around the table. However, these challenges strengthened my resilience and sharpened my leadership style. By experiencing dynamics I didn’t like, I learned exactly how I wanted to lead, focusing on inclusion, mentoring and empowerment.

What one change would make the biggest difference to advancing women into senior leadership in public affairs?

The biggest thing I would pass on to future female leaders is to never be apologetic about what you do and how you do it. We tend to apologise too much. Boldness is a great learning, and it doesn’t have to mean being aggressive. It means approaching things with a clear mindset and humility, staying firm to your values without feeling the need to succumb to the “imposter syndrome” that many women often feel.

What advice would you give to the next generation of future female leaders in public affairs?

Stay true to what makes you different—your unique perspective, combined with your knowledge, is one of your greatest strengths in public affairs. Don’t wait until you feel “fully ready” to step into a leadership role; growth comes from doing, learning, and leading at the same time. As you grow into the leader you’re becoming, stay firm in your convictions, lead with purpose, trust your instinct, and above all, don’t wait for someone else’s validation.

Whether you’re hiring top Public Affairs talent or considering your next career move, our team would be delighted to support you.

Janie Emmerson is UK & Europe Managing Partner and Global Head of Public Affairs. She leads Hanson Search’s UK & European based teams.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search. Our specialisms include communications, sustainability, public affairs and policy, digital marketing and sales.