Hans van Raaij

Expert PR and communications consultant for the IT and information security industry, with more than 40 years of experience. A seasoned writer, specializing in opinion articles and blogs, in-depth background articles and strategic content.

Started his career as an editor at Computable, a leading Dutch IT trade publication, with a focus on high performance and scientific computing. Went on to become editor-in-chief for Software Magazine and later worked as a freelance journalist for several other IT publications. In his capacity as a freelancer, he has collaborated with several PR agencies and even ended op joining one for more than 25 years: MCS PR. Turned back to freelancing as a consultant in 2022, focusing on strategy, messaging, issue management and high-level content production with clear economic, geopolitical and societal angles.

Is this your ideal profession?

Yes. As a freelance consultant I can work on things that I am deeply interested in. And I can focus on them without becoming too distracted by practical matters. This is one of the great advantages of being a freelancer. My expertise and experience allow me to extend advice at a strategic level, helping organizations develop suitable narratives.

What drives you? What do you enjoy most about what you do?

My greatest motivation is that my work is inextricably linked to current events: geopolitics, socio-economic and technological developments, societal interests, and policies. Combining these themes with the communication goals of clients is what I enjoy very much. But I get the most satisfaction from providing training, because that is when you can really help people grow in a relatively short time.

Are you an idealist or a realist?

As a realist first and foremost, I look at what is achievable rather than what should be achievable. Although the latter is actually the correct starting point. It is the ‘North Star’, the ideal that you want to get as close to as possible. But all too often there are all sorts of constraints or obstacles that get in the way, and then that ‘North Star’ turns out to be a mirage. That is when the realist in me takes over.

What do you bring to a team?

The ability to tackle complex challenges and come up with workable solutions. I can also contribute to almost any aspect of PR and communications, from copywriting and media relations to strategic advice and messaging.

What is your biggest professional challenge?

Getting organizations to look beyond their own products and services and start communicating from an ‘outside-in’ perspective. This means that they can build the case for what they do in terms of society, the economy, politics or security, and gradually become thought leaders. In my experience, most organizations want to be thought leaders but struggle to achieve this status.

What are you most proud of, professionally?

When I succeed in helping clients communicate successfully from an outside-in perspective and they become recognized thought leaders. This can take years.

Why are you a Friend of Stark?

Communication is about aligning what an organization wants to bring outward with its relevance to the target audience(s). The outside world, or the ‘Umfeld’, is leading herein. The challenge lies in identifying the elements from that outside world that are important for both the organization and its customers. This is unique to each business, and the outside world influences all aspects: technology, geopolitics, economics, society, and more, in an unpredictable fashion. These facets have accelerated in ways that are both extremely rapid and unpredictable. This is where business strategy and communications strategy converge. It is absolutely essential to discern which developments really matter, identify the hype, and assess the long-term horizon. It is also crucial to understand the organization’s objectives and its actions. We must determine the story we want to tell and the story we can tell. Staying on course among all this turbulence requires true leadership from an organization. The outside world recognizes this leadership, and the organization must offer its customers what they need to stay on course.

In close collaboration with Stark Narrative, I provide clients with the support they need to navigate these communication challenges and achieve their goals. I have known the Starkies for many years, some of them were close colleagues when I worked on agency-side. When I became self-employed it was an obvious next step to become a Friend of Stark. The nice thing is that the lines of communication have remained short and working together feels very familiar.