Turning strategy into headlines that build trust
Headline is a high-level executive communications and public affairs firm
Operating discreetly behind the scenes to build trust and manage reputation.
Personal, experienced and discreet
When you want to strengthen or protect the reputation of your brand, your organization or yourself, you need to rely on a seasoned and decisive adviser. Available 24/7 whenever it truly matters.
I am Martin van Putten, and I specialize in corporate communication and reputation management in media-sensitive situations. I support executive leadership teams of leading multinationals when product crises, litigation, regulatory pressure or other high-impact issues threaten corporate reputation.
Before founding Headline in 1998, I worked for twelve years as a (financial) journalist for leading Dutch radio broadcasters Radio 1 and Radio 3, as well as for the Netherlands’ largest newspaper, De Telegraaf. That experience shaped my understanding of how news is created, how narratives evolve and how public opinion is formed.
Through Headline, I advise boards and executive teams on media strategy and crisis management. Both reactive when immediate action is required and proactive to strengthen reputation and anticipate risk before it escalates.
Communication Strategy & Brand Reputation
I help leaders turn complex challenges into clear, credible narratives that build trust. From boardroom strategy to front page headlines, I align communication with long term reputation value.
Behind the scenes, I shape positioning, messaging and stakeholder strategies that protect and strengthen brand equity.
My work connects corporate strategy with societal context, ensuring that companies are not only heard, but respected.
The result is durable reputation capital that supports growth, influence and resilience in a volatile world.
Media Relations (PR & Press Office 24/7 on)
I build and manage media visibility with precision and consistency. I identify opportunities for publicity by looking at the bigger picture and finding the right hook for a truly newsworthy story.
From press releases and sharp pitching to long form background stories in key outlets. Every step is tailored to the full stakeholder landscape. Also to support lead generation for commercial activities. I combine a broad and trusted media network with strategic timing beyond the obvious announcement moments. Not only headlines, but depth where it matters.
As a 24/7 press office, I ensure immediate response and steady guidance, including in ad hoc crisis situations where speed and judgment are critical.
Public Affairs & Policy Adviser
I operate at the heart of the political arena. Advising organizations with direct access to members of parliamentarian and senior civil servants.
As a trusted adviser to office holders and executive leaders, I understand how policy is shaped and negotiated behind the scenes. To support high profile dossiers such as the protection of free choice of physician and the admission and reimbursement of innovative medicines within the Dutch healthcare system. With the skills to translate complex arguments into clear and credible policy positions.
Through strong relationships within ministries, regulatory authorities and political networks, I ensure that strategic interests are represented with authority, discretion and long term impact. I am also founder and chairman of the Binnenhof Institute, a think tank involving former ministers and party leaders that develops solutions for urgent societal and political issues.
Crisis &
Issues
I support executive teams when reputation, continuity and leadership are under immediate pressure.
From product related incidents and regulatory investigations to litigation and political scrutiny, I provide strategic direction when every decision is amplified.
With a background in journalism and decades of crisis advisory work, I understand how media dynamics, legal risks and stakeholder expectations interact in real time.
I have advised in sensitive healthcare disputes, high profile public affairs conflicts and complex corporate issues where trust was at stake.
The focus is always clear positioning, disciplined messaging and restoring control before narratives harden. In turbulent moments, I help leaders act with calm, authority and credibility.
Onze klanten
Other services:
Pharmaceutical care – Publicity as leverage
Van Putten has been responsible for successfully resolving complex dossiers for pharmaceutical companies, particularly regarding market access and reimbursement of innovative medicines that were initially excluded by the government.
Through effective lobbying in media and politics, he has helped secure reimbursement of life-saving medicines within the basic health insurance package.
Financial institutions and law firms
Over the years, a strong reputation has been built advising financial institutions such as banks, asset managers and trust offices in complex and sensitive reputation and communications situations. This includes cases involving fraud investigations, mergers and acquisitions, IPOs, solvency challenges and the introduction of innovative financial products.
Strategic communication and stakeholder management ensured stability, credibility and confidence at moments when markets and regulators were closely watching.
Other activities
For more than 10 years I lead the lobby in the Netherlands for maintaining private equity in healthcare. I’m also founder and co-chair of the National Medicines Monitor Foundation, which advocates for patients’ interests regarding accessibility, affordability, and availability of new medicines.
On top of that I serve on the board of the Foundation for the Protection of Free Choice of Physician, representing over 15,000 healthcare providers in safeguarding free choice of doctor in the Netherlands. A new initiative of which I’m founder and chairman is the Binnenhof Institute, a think tank involving former ministers and party leaders that develops solutions for urgent societal and political issues.
Headline Mediatraining. I provide media training to top executives worldwide.
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