exPRtease

Founded in 2004 in the heart of Amsterdam, exPRtease was built on the conviction that public relations should be both creative and strategic. The agency emerged during a period when digital communication was beginning to transform how news is made and consumed, and its founders saw an opportunity to bridge traditional media relations with emerging digital channels. Two decades later, exPRtease remains a steady force in the Netherlands' PR landscape, known for its ability to craft campaigns that generate genuine public interest rather than just press releases.

Core Focus and Philosophy

Based at 39P Danzigerbocht in Amsterdam's North Holland region, exPRtease operates at the intersection of classic PR tactics and modern communication tools. The agency's approach centers on generating "free publicity" — earned media coverage that builds brand credibility without paid placement. This is achieved through a combination of news-making strategies, creative campaign concepts, and a deep understanding of how stories spread in the digital age. The team has integrated artificial intelligence into its workflow, using AI tools to analyze media trends, optimize message timing, and measure campaign impact. This allows exPRtease to offer clients a blend of human creativity and data-driven precision, particularly valuable for organizations navigating the complexities of overheidscommunicatie (government communication) and corporate messaging.

Services and Specialties

While exPRtease's service list is not exhaustive, its track record and keyword focus point to a well-rounded PR practice. The agency is particularly strong in campaign design and execution, news dissemination, and brand building. Based on its stated expertise in "merken bouwen" (brand building) and "nieuws maken" (making news), the following services are likely core offerings:

• Strategic PR campaign development and execution (campagne pr)
• Media relations and earned media placement (free publicity)
• Corporate and government communications (overheidscommunicatie)
• Brand storytelling and reputation management (merken bouwen)
• AI-enhanced media monitoring and analytics
• Crisis communication and issue management
• Content creation for press releases, op-eds, and digital newsrooms

The agency's emphasis on "samenwerken" (collaboration) suggests a client-centric approach where campaigns are co-created with internal teams rather than imposed from the outside. This collaborative model is particularly effective for public sector clients who require alignment with regulatory frameworks and stakeholder expectations.

Ideal Clients and Outcomes

exPRtease is best suited for organizations that need more than just media coverage — they need campaigns that drive measurable outcomes. The agency's long tenure in Amsterdam has given it deep roots in the Dutch media ecosystem, making it a strong partner for companies entering the Netherlands market or for established Dutch brands seeking to refresh their public image. Government agencies and semi-public institutions will find particular value in the agency's expertise in overheidscommunicatie, a specialized field requiring sensitivity to policy implications and public sentiment. Similarly, businesses in sectors like technology, sustainability, and healthcare, where complex stories need clear translation for diverse audiences, can benefit from exPRtease's ability to make news that matters. In sum, exPRtease is a seasoned PR partner for those who value strategic thinking, creative campaigns, and a reliable track record in the Dutch and European communication landscape.