Late 2016, Belgian media company Mediahuis, prepared to acquire the listed Telegraaf Media Group (TMG), the owner of the largest Dutch newspaper De Telegraaf. TMG’s market position was quickly declining, which threatened the future existence of De Telegraaf. Media, opinion leaders and employees were sceptical due the Belgian-Dutch cultural gap and interest for TMG of renowned Dutch media tycoon John de Mol. Hill+Knowlton’s communications strategy and execution, based on consistent messaging, targeted stakeholder approach and diplomacy, turned around the perception among opinion leaders and media and ensured support of key stakeholders, including shareholders for the acquisition.

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