Sometimes you put your heart and soul into an outreach, but the response fails to materialize. No journalist calling and no publication appearing. That's frustrating, but above all a signal: it's time to let go.

Throughout the year, the atmosphere is defined by seasons and traditions. From the New Year's dive in Scheveningen to the fireworks (debate) in December. Those who want to conduct smart PR not only look at their message, but also at the moment when that message has the most impact. But how do you tackle that?

In May 2025, Fenix opened its doors in Rotterdam. The new art museum about migration received a lot of media attention at home & abroad. PR manager Esmee Köhler tells how they managed this.

Sooner or later you will have to deal with changes in direction, reorganizations or shifting budgets. And PR is remarkably often the victim. But cutting PR budgets often costs more in the long run than it yields.

We are in the middle of a wonderful summer, and we have personally added a brightly shining chapter to it. Take a look at our day full of sun, sea and (fear of) heights.

As a PR professional, you want to know what's going on. Better yet, you want to recognize trends in a timely manner and always have a hook for personal contact ready. Smart.pr News helps you stay informed and directly approach relevant journalists. 

Pieter Buss of Bureau Busskruit knows better than anyone how to build a reputation by profiling yourself personally. In this article, he explains how you can get into the spotlight even without hard news.