Public Relations in the Polder

The Case of the Netherlands

Authored by: Betteke Van Ruler

The Global Public Relations Handbook

Print publication date:  January  2009
Online publication date:  January  2009

Print ISBN: 9780415995139
eBook ISBN: 9780203889374
Adobe ISBN: 9781135845551


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In this chapter I draw a picture of the Netherlands and its public relations. The Netherlands is “A fine place to be,” (The Economist, p. 8, 2002) because “Dutch business is outward-looking and open to new ideas and the rule is common sense.” Given such a business atmosphere, one would presume that public relations must have been very successful in the Netherlands. Although Dutch behavior regarding public relations is obviously close to normative, the Dutch public relations industry is not at the level that normative thinking would cast. The question is, why?

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