She was working at a corporate firm on the Zuidas and enjoying it, but the vacancy at nxt kept playing on her mind. From studying Communication and Information Sciences at the VU to becoming a senior PR manager at nxt agency, this is the story of Iris Koning (29).
“If you don't tell your story, someone else will” is her motto. Iris believes that if you don't tell your own story as an organization, someone else will do it for you. That is why she sees failing to take control of your own communication as a missed opportunity.
If you don't tell your story, someone else will
Curious about how Iris can make your organization visible and credible in the media?
“Get out of that attic and put that homework away; you’ve studied enough,” Iris’s parents often told her. Those words perfectly sum up her character: driven, goal-oriented, and always striving to get the best out of herself.
Halfway through her studies, she had to choose between an internship, a minor, or a semester abroad. Instead of choosing, she decided to do it all. She intentionally extended her degree by a year and left for England to gain new experiences. There, she improved her English, became more independent, and met international students with whom she is still in contact today.
Leaving with three suitcases and not knowing anyone was daunting. Yet, she looks back on that period with satisfaction. During those months, she developed immensely on a personal level. She took initiative, learned to stand on her own two feet, and discovered how valuable it is to live and learn with people from different cultures.
nxt agency feels like home
As a child, Iris was already fascinated by how a magazine was put together. She wanted to do it too, but better. So, she interviewed her mother, grabbed her markers, and got to work.
What started as a twelve-year-old girl’s hobby grew into a passion that would shape her career. In 2020, she began her career as an editor at a recruitment firm. In 2022, she continued her career on the Zuidas as a Content & PR Specialist. Here, she worked with RTL Z, NPO, BNR Nieuwsradio, De Telegraaf, Het Financieele Dagblad, NRC, and various trade media. These PR successes left her wanting more, but outside of recruitment and preferably for multiple organizations. This led her to make the switch to nxt agency in Amsterdam, where she was able to start almost immediately. The warmth of the team, the work as a PR manager, and the clients—such as Shuttel and ADC —convinced her very quickly.
“We aren't afraid to push back if something lacks news value”
Our colleagues all contribute from their own strengths, with one goal: telling powerful stories. "Everyone here is genuinely themselves. That makes it easy to work together and creates a great atmosphere. The openness is what makes nxt unique," says Iris.
As a senior PR manager, Iris is responsible for her clients from start to finish. A partnership begins with a broad brainstorm, after which she develops a PR strategy and schedule. She then dives deeper by speaking with experts on the client side. It is then up to her to fish out the newsworthy elements and craft a strong press release, interview, or compelling pitch, all while staying aligned with the strategy. In addition, she is constantly looking for news that the client can capitalize on. She also continues to evaluate the partnership and the client's needs; not every client can or wants to comment on everything at all times.
When Iris isn't working on client projects—which rarely happens, as news never stops—she researches the changing media landscape. Trade journals, radio shows, and television programs come and go, so staying up to date is essential.
"When it comes to a specific PR strategy, I immerse myself completely in the organization. I try to become a real part of it by staying in constant contact with the client and asking lots of questions. A client recently told me, 'It feels like you’re just part of our marketing and communications team.' That is the best compliment you can receive in my line of work!" says Iris. She hopes that all her clients experience that same level of commitment through the personal contact she maintains with them.
Yet for Iris, good PR isn't just about visibility; it’s primarily about credibility. She believes it is important that information is accurate and that stories are told honestly. What truly sets nxt apart, according to Iris, is the courage to be selective: "We don't say yes to every assignment; we look critically at whether something has news value and fits with nxt."
2025 PR Awards, publication in Het Parool, and looking ahead
Iris Koning at the 2025 Dutch PR Awards
One of the moments Iris felt most proud at nxt was the morning she received an email with the news that she had been nominated for the Dutch PR Awards. And rightly so.
Another highlight came when one of her pitches unexpectedly turned into a major story. She had been in close contact with a journalist from Het Parool, but there didn't seem to be much progress. On a Monday morning, she walked into the office and saw her article on the front page of the Amsterdam newspaper. Not long after, AT5 also picked up the story, and it spread quickly on social media. For Iris, it was a special moment, not just because of the success, but also because the client was thrilled with the attention it generated.
Looking to the future, Iris is curious about several developments within the PR profession. She wants to track which trade media and platforms will maintain their position as the shift toward digital intensifies, even as people continue to crave authentic, tangible content. Iris also finds the rise of podcasts interesting to watch. The desire to speak on a podcast varies by client, by the way. Not everyone feels comfortable with it, as you have less control over how a conversation unfolds. Some clients prefer to tell their story on paper so they can review it carefully before it is published. According to Iris, this is the most important part of her work: sensing the client, respecting their preferences, and developing a strategy for each client that best suits their message, core values, and business operations.
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