Kay van de LindePress Strategy & Crisis Communications
NL
Kay van de Linde

Your side of the story

We live in an era of accelerating rush to judgment. On TV. In the newspapers. On social media. But what if that judgment is about your company, your product, your service, your policy or even about you personally? That's where I come in.

I fight to get your side of the story to come across. In good times or bad. At the right moment. Using the right channels. At the intersection where the interests of business, journalism, policy and politics collide.

 
 
 
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Our man in Amsterdam

Our man in Amsterdam

Public relations

An international technology firm has interests, but no office in The Netherlands.

I am their man in Amsterdam. I monitor public and political opinion and alert them to developments that could impact the bottom line. I keep relevant stakeholders up to date. And arrange meetings with tier one stakeholders when the CEO is in town. The result: The Netherlands is covered.

public relations

Lawsuit in spotlights

Lawsuit in spotlights

Litigation support

A group of international shareholders have joined in a class action suit that attracts media attention.

I ensure relevant tier one journalists and other stakeholders are kept up to speed. And coordinate a campaign to keep the opposition on the defensive. The result: our side of the story dominates.

litigation support

Pharma in trouble

Pharma in trouble

Crisis communications

A small logistical problem at a Pharmaceutical company leads to frantic patient complaints on the front page of a leading daily.

I immediately activate our proprietary crisis protocol. A statement goes out within the hour to all media. We make an inventory of all stakeholders and inform them in order of importance. And we keep communicating about how we're dealing with the problem until it's taken care of. The result: the reputation damage is limited.

crisis communications

Positioning challenge

Positioning challenge

Positioning

A telecommunications company needs a re-positioning strategy. And by the way, they need it yesterday.

I work with the board to organize an intensive five-step brainstorm process in coordination with an advertising firm, which allows us to get the job done in less than five weeks. The result: a clear re-positioning strategy that is implemented on time.

Positioning

Understandable strategy

Understandable strategy

Strategy

A CEO from a blue-collar firm calls me and says: "I've got a great strategy, but can't explain it to anyone".

I take the strategy and 'translate' it into common language, in a way his blue-collar workforce can relate to. We even discover some minor mistakes during the 'translation' process for the CEO to correct in time. The result: a better strategy because everybody understands it.

Strategy

Upgrade fears

Upgrade fears

Press strategy

A cable company fears negative publicity during because major technological upgrade may cause temporary signal loss.

I help develop a strategy where we embrace the risk instead of running from it. By emphasizing the enormous technical challenge and complexity of the operation next to the relatively minor inconvenience of temporarily losing signal. The result: instead of negative publicity, the cable company is commended for the transparent manner in which the upgrade is dealt with.

press strategy

What I do

I fight to get your side of the story to come across. In good times or bad. At the right moment. Using the right channels.

And I do that personally. By working with you to find the desired result in the answers to three crucial questions: what's your story, how should you tell it, and where should you tell it?

And then fighting to get your story across. Because in the end, that's what the communications business is all about.

 
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Reporters on war path

Reporters on war path

Press strategy

Investigative reporters from an influential television program threaten to vilify a successful company with unsubstantiated allegations.

I meet with the reporters, make an inventory of their allegations and go to work with a media lawyer and researcher to refute the brunt of the allegations within 24 hours. The result: the eventual broadcast is defanged and no reputation damage is suffered.

Press strategy

Honest feedback

Honest feedback

Consulting

A successful CEO recognizes few people have the guts to tell him what he needs to hear, and wants to organize some honest feedback.

On a retainer basis, I monitor his company from the outside in. About once a month we meet for lunch or dinner in a neutral location to discuss matters like strategy, communications and current events. The CEO encourages me to tell him what he needs to hear, no holds barred. The result: an honest view from the outside that contributes to better decision making.

consulting

Artist in trouble

Artist in trouble

Crisis Communications

An artist shoots his mouth off during an interview. The ensuing controversy prompts several venues to cancel his bookings.

I quickly help him with a strategy to counter the negative publicity and a transparent story to explain himself. He in turn chooses a unique venue to get his side of the story out. The result: the media storm ends and his bookings quickly return to normal.

crisis communications

CEO grilled in talk show

CEO grilled in talk show

Media Training

A CEO is forced to explain a difficult dossier in a live talk show.

I make the proper arrangements with the talk show producers, prepare a list of questions & answers and grill the CEO during a personalized media training. The result: he's able to answer all the tough questions and tells me afterwards: “I didn't get a single question you hadn't already asked three times

MEDIA TRAINING

No media, great results

No media, great results

Public Relations

A global trade organisation wants to launch a publicity campaign against a pending import ban.

I point out that in some instances, no media attention is actually the best attention you can ask for. Major political players are dead set against the ban and willing to work across the aisles to stop it. Publicity would hurt this bi-partisan effort, so we encourage the client to turn a media effort into a public affairs effort. The result: the ban is soundly defeated.

public relations

Disruptive launch

Launch disruptive service

Press Strategy

An American technology company wants to launch a new disruptive service in The Netherlands.

I develop a narrative and national media launch in which the public benefits of the service are highlighted. The result: an explosion of publicity which leads to spectacular growth.

press strategy

How I became a 'spin doctor'

When people ask how I became a 'spin doctor', I say: "ask the Volkskrant newspaper". Because that's what they called me after my return to Europe from New York in 2000. I have carried it as a badge of honor ever since. But the real explanation goes further back. 

As the eldest son of Dutch television news pioneer Wibo van de Linde, I learned firsthand that people act based on perception instead of reality. Millions of people formed opinions and took action based on his popular weekly TV news show. 

That taught me three things. One, perception is reality. Second, people underestimate the impact of publicity on individuals and society. And three, the right to counsel also applies to the court of public opinion -- where everybody is presumed guilty until proven innocent.

I learned the tricks of the trade in the Big Apple from legendary media maven David Garth. Under his tutelage I spent the eighties and nineties in New York, working on political campaigns for John Heinz, Arlen Specter, Ed Koch, Rudy Giuliani, Mario Cuomo and many others.

After the millennium I returned to Europe where -- having run campaigns for Pim Fortuyn and Rita Verdonk -- I applied my unique background in politics and media to corporate communications. My specialty is the intersection where business, journalism, policy and politics collide.

For clients facing unusual challenges, and prefer a seasoned approach and 24/7 dedication to the nine-to-five mentality of your average communications firm.

Contact

Press Strategies
P.O. Box 993
1200 AZ  Hilversum                        
k.vandelinde@press-strategies.nl
+31 6 2279 8118

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