About The Author
Hans Izaak Kriek
About The Author
Hans Izaak Kriek
Journalist · Author · Media Strategist
Hans Izaak Kriek is a Dutch-American journalist, author and media strategist whose professional career in journalism and media spans more than five decades, from 1972 to the present.
Journalism — Newspapers, Radio and Television
Kriek began his professional journalistic career in the Netherlands in 1972. Over the following decades, he worked across newspapers, radio and television.
His broadcasting career included five years with AVRO, one of the Netherlands’ major national broadcasting organizations, followed by twenty years with TROS Aktua, the news and current-affairs division of TROS, where he worked in both radio and television journalism.
His later journalistic work included contributions to BNR Nieuwsradio, TV Binnenhof, The Post Online, and the European Business Review.
This extensive career gave him firsthand experience of news reporting, interviewing, current affairs and broadcast journalism during a period in which the media landscape changed fundamentally — from traditional print, radio and television to today’s digital media environment.
Founder — Brain Box Mediatraining
Drawing on his experience as a working journalist and interviewer, Kriek founded Brain Box Mediatraining, based at the Media Park in Hilversum, the center of the Dutch broadcasting industry.
Brain Box developed into a substantial professional media-training organization, with its own television studio facilities and a network of professional trainers.
Kriek and his organization trained more than 8,000 spokespersons and professionals, including senior executives, public officials and others required to perform under the pressure of media interviews and public scrutiny.
His work brought together two sides of the media world: decades of experience asking the questions as a journalist, and extensive experience preparing others to answer them.
United States
Since 2008, Kriek has lived and worked in the United States, continuing his activities as a journalist, author and media commentator.
Through K-Media, he created Kriek’s Focus on America, covering American politics, media and society.
He is also Editor-in-Chief of Tomorrow’s Journal, an independent digital publication focused on news, analysis and developments shaping the future.
His professional experience on both sides of the Atlantic gives him a perspective shaped by more than fifty years of observing journalism, politics, public communication and the changing influence of media on society.
Author
Alongside his journalism and media career, Kriek is the author of several nonfiction books and novels published in Dutch and English.
His writing draws on the principles that have guided his work since entering journalism in 1972: asking direct questions, challenging assumptions, examining the evidence and remaining willing to question accepted narratives.
More than five decades after beginning his career, Hans Izaak Kriek remains professionally active in the United States as a journalist, author and media strategist.
Professional career in journalism and media: 1972–present
Ten Golden Guidelines from Media Coach & Advisor
Hans Izaak Kriek
Use this checklist to prepare effectively for interviews with journalists and media professionals. It covers essential communication strategies, behavior tips, and presentation guidelines to help ensure you stay in control of your message.
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Always Prepare Adequately
Understand your target audience and tailor your language accordingly. Know which medium is interviewing you, how much time you’ll need, and ask in advance how long the interview or article will be. Ask about the interview context and whether other people are being interviewed. -
Don’t Get Caught Off Guard
Take your time to prepare. Journalists have deadlines, but don’t let them pressure you. Be informed and ready. -
Agree on Pre-Publication Review
To avoid factual mistakes, request to review the article beforehand. In recordings, what’s said is said—so make clear agreements ahead of time. -
Determine Your Key Message
Focus on the core points you want to get across. Avoid tangents and nuances. In news programs, statements typically last 20–25 seconds. -
Know the Questions
For radio and television, it’s helpful to ask what the first question will be. Be aware of what might be asked and practice responses. -
Adjust Your Language
Avoid jargon, bureaucratic language, or abbreviations. Speak plainly and briefly for clarity. -
Don’t Let Words Be Put in Your Mouth
If the interviewer’s wording is misleading, clarify and redirect. Repeat your key message at the end—it’s what the audience will remember. -
Present Yourself Well
Visuals matter. Avoid nervous habits like fidgeting. Dress appropriately, avoiding flashy clothes or jewelry. Discuss photo preferences with photographers beforehand. -
Be Cautious with Journalists
Off-the-record remarks are risky and may still be used. Journalists are always ‘on duty’—watch informal interactions. -
Saying ‘No’ Is Allowed
You can refuse an interview—just explain why. Weigh the pros and cons before deciding. -
Final Thought
Prevention is better than damage control. My motto: 'Prepare, prepare, and prepare again.' Put yourself in the audience’s seat — what do they need to hear? Don’t preach from an ivory tower. Communicate with clarity, empathy, and purpose.
