25 years of Public Matters: bridging worlds through mutual understanding

On 3 September, we celebrated Public Matters’ 25th anniversary together with clients, partners, former colleagues and current colleagues. Under the theme ‘25 years between worlds – needing and understanding one another’, we gathered at the Glazen Zaal in The Hague to reflect on a quarter-century of Public Matters and the future of our profession.

Needing and understanding one another

The afternoon centred on a question that is more relevant than ever: how can we help politics, government, business and society understand one another better and work together to find solutions? These worlds are highly dependent on one another, particularly when addressing major societal challenges. At the same time, they differ in their language, pace, interests and responsibilities.

Understand first, then be understood

In his opening remarks, Managing Partner Pieter Walraven reflected on 25 years of Public Matters and looked ahead to the future of the profession. An increasingly fragmented political landscape, the growing role of legal processes and the rise of AI are changing how public affairs is conducted. What remains unchanged, he said, is the essence of the profession: effective advocacy begins with understanding how others think, operate and make decisions. Those who want to be understood must first invest in understanding others.

This idea also provided the common thread throughout the keynote address by Jan Anthonie Bruijn. Drawing on his experience in a variety of roles, he reflected on the relationship between politics, government, business, academia and society. He engaged the audience not only with insightful anecdotes and humour, but also offered valuable perspectives on the work of an effective public affairs professional – or, in his words, a ‘bearer of knowledge’.

Bridging the divide between worlds

Erwin Nijsse, Marianne Brackel, Hesther Klein Lankhorst and Romke de Jong then joined a panel discussion moderated by Thomas van Zijl. Together, they explored a central question: if these worlds depend on one another so greatly, why do they sometimes understand one another so poorly – and what can help bridge that divide?

The discussion was not only about people who literally move from one world to another. The ability to understand different perspectives, weigh competing interests and build connections is equally essential. For us, this is also at the heart of professional public affairs advice.

Built on lasting relationships

In his closing remarks, Tom Brouwer connected the theme of the afternoon to the partnerships that have shaped Public Matters: with clients, colleagues and alumni, civil society partners, and through our broader collaboration with Whyte. Even after 25 years, one thing remains clear: Public Matters has been built not only on our advisory work, but above all on lasting relationships and collaboration.

An anniversary is naturally also a moment to look back with gratitude. Over the past 25 years, more than 130 colleagues have worked at Public Matters, and we have had the privilege of supporting a wide range of organisations with diverse societal and political challenges.

Looking ahead to the next 25 years

Thank you to everyone who celebrated this special milestone with us. Here’s to the next 25 years – between worlds, and always attentive to the perspective of others.