As the negotiating political parties moved closer to a coalition agreement, more and more of its contents became clear. Long before the parliamentary groups had seen the plans, highly detailed information was pouring out. These were no longer small or accidental leaks. Unlike the leaks around the annual Dutch Budget Day, however, they appeared to cause little controversy.
Opinions about the leaks themselves seemed less divided than speculation about their motives. No one appeared particularly bothered, but there was no agreement on why the parties were releasing so much information. Some commentators suspected politicians wanted to claim a moment in the spotlight before the presentation. Others thought the aim was to reassure impatient, dissatisfied and anxious supporters.
Whatever the explanation, it seemed to be a well-orchestrated festival of leaks. Everyone at the negotiating table let something slip. Their political colours emerged on a canvas that some left-wing commentators feared would resemble a Rothko rather than what, through my admittedly politically tinted glasses, looked like a neatly divided Mondrian.
What I mainly saw was an expertly executed communications strategy, not as far removed from technology PR as you might think. In my view, alongside their own proposals, the parties primarily leaked measures that could have triggered a storm of criticism or even panic if presented all at once. These included controversial ideas such as increasing the lower VAT rate, limiting mortgage-interest relief and changing the tax treatment of homes whose mortgages had already been repaid. They were hardly first-date conversation starters. Instead, the information was skilfully released through the back door, allowing political opponents to attack it. The parties could then assess whether the response revealed an incurable problem or something manageable, perhaps with some corrective surgery. Armed with that knowledge, they could shape the final agreement and see the opposition’s cards before the official debate began.
Something similar happens when an entrepreneur has invested a great deal of time and energy in a new product or service. You and your employees are enthusiastic about the solutions you have developed, and your rose-tinted glasses can make potential problems hard to see. Many software companies use beta programmes to address this: a useful way to gather feedback and iron out issues before launch.
It becomes harder with unfamiliar concepts and brands that do not yet have a fan base. What about ideas people cannot even imagine? That is hardly unusual in the rapidly innovating technology sector.
You could organise a focus group, bringing different audiences and situations together to produce often reliable insights. But that does not tell you much about how the media will respond or whether influencers will be impressed. So cast the net through your PR agency. At Progress Communications, each consultant has a network of journalists, influencers, peers and experienced specialists. This gives you the opportunity to test the water before diving in enthusiastically. Combined with a baseline assessment by the agency, a check across a broad technology network can reveal opportunities for communications strategy and PR. You then have a well-supported starting point informed by people close to the action.
And if you are dealing with an actual security leak, our Benelux PR agency would of course be happy to help from Amsterdam and Antwerp. Contact our team to discuss the situation.
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