ABSTRACT
In this chapter I draw a picture of the Netherlands and its public relations. The Netherlands is “A fine place to be,” (The Economist, p. 8, 2002) because “Dutch business is outwardlooking and open to new ideas and the rule is common sense.” Given such a business atmosphere, one would presume that public relations must have been very successful in the Netherlands. Although Dutch behavior regarding public relations is obviously close to normative, the Dutch public relations industry is not at the level that normative thinking would cast. The question is, why?
