A development story
We take you along with the story of De Public Affairs Groep
“What started as a passion for politics grew into a mission: helping organisations contribute to lasting societal change.”
From a passion for politics to a societal mission
A visit to Prinsjesdag, accompanied by a member of the Dutch Senate, sparked a fascination in Mariëlle van Oort that has never left her: Parliament as the place where interests are weighed and decisions are made.
‘That fascination led me to study Political Science in Leiden and to my first role at a communications consultancy in The Hague. That was when I started asking myself: “Where are my boots on the ground?” So I left my paid job to do voluntary work. I taught Dutch to migrant women in the Schilderswijk district and worked in an asylum seekers' centre. Seeing human hardship up close, and realising the system was providing less support than I had assumed, was a wake-up call. It gave me a clear sense of purpose. I wanted to help create change, not from the sidelines, but from within.’
‘That led me to join Sybrig van Keep, who had just started her own consultancy. Together we built it into an established firm, serving clients across a wide range of sectors. After eight years, I decided to set up on my own. My thinking was quite simple: I'd take on a few assignments and, if it didn't work out, I'd look for another job. But things turned out differently. As our client base grew, including major advocacy work around smoke-free hospitality venues, I began recruiting colleagues.’
‘Later, my partner, who was working in the Dutch House of Representatives at the time, joined the business, and that's how Van Oort & Van Oort was born. At one point we had five employees working from our home, alongside three young children. Life was certainly busy.’
“I strongly believe in the power of an authentic story.”
A compass for political and societal dynamics
‘I never planned to start a consultancy. I was mainly searching. What is my role as an adviser? What can I offer? As an adviser, I wanted above all to facilitate — to put people in a position where they could tell their own story. Because I strongly believe in the authenticity of the story: what you communicate yourself and what you do yourself.’
‘You should see us as a compass that helps organisations navigate political and societal dynamics and determine the role they want to play within that landscape. As I developed as an adviser, democracy increasingly became the lens through which I viewed my work. What strengthens a healthy democracy? I believe a resilient democracy depends on weighing as many interests as possible. Society, politics and government all have a role to play in balancing different interests, and everyone deserves a place in that conversation, regardless of size.’
‘I have always tried to hold on to my idealism - the belief that every interest deserves to be heard. That principle continues to guide me. The perspective of how you can become part of the solution to societal challenges comes first. And every organisation has a role to play: whether you are a business, a trade association, an umbrella organisation, a non-profit or a healthcare provider.’
‘Healthcare and social care have always been close to my heart. Over time, you become immersed in a field where you encounter many different interests, often conflicting with one another. This is where some of society’s biggest challenges arise.’
‘For our clients, we act as an extra engine: we’re not running all the time, but we’re there whenever we’re needed - advising, supporting and thinking alongside them, always at their side, never in their place. Our aim isn’t to create dependency; it’s to empower people and organisations to make a difference themselves.’
“It doesn’t have to be an A-to-Z journey. It’s the mix of large, small and medium-sized assignments that keeps our boots on the ground.”
Entrepreneurship born from recognising what was missing
‘Through our consultancy work, I realised there was a growing need for knowledge. Organisations wanted to know how to position their interests effectively. At the same time, many were beginning to doubt whether their voices still carried weight. That made me ask myself: how can I become part of the solution?’
‘If you want to help organisations represent their interests more effectively within a healthy democracy, you also need to share knowledge. And that was the beginning of the Public Affairs Academie: offering accessible training and practical skills that enable organisations to position their own interests effectively.’
‘Over time, we developed partnerships with universities, bringing academic research and professional practice together. One of the results was the successful event The Nacht van de Lobbyist. Over the years, organisations of every size have taken part in our programmes, and I'm genuinely proud of that.’
“Our motto? Always keep our finger on the pulse.”
‘Monitoring developments is essential in public affairs. For years we did this manually, which increasingly felt outdated. We started asking ourselves how technology could make this process smarter and more useful. What would I want as a client? What insights would actually help me make better decisions?’
‘That’s how Fyris came about, driven by the need for greater insight into stakeholders, their environment, their impact and the developments around them. By combining data, research and technology, we enable organisations to monitor political developments and make well-informed strategic decisions.’
‘Because we believe every voice deserves to be heard if democracy is to serve everyone, we established our own foundation: JongGehoord. Building on many years of supporting youth advisory councils and the Youth Ambassadors within the National Civic Service initiative programme (Maatschappelijke Diensttijd). Through JongGehoord, we give young people the skills, confidence and opportunities to have their voices heard, and help organisations recognise that those voices matter.’
‘And the future? Perhaps supporting citizen initiatives and becoming even more closely connected to local communities. That's a field I'd still love to explore.’