With more than 20 years of experience as a ghostwriter for ministers and CEOs, Michel Reinders specialises in articulating complex matters clearly.
Bureau Reinders provides that guidance. With tailored workshops, practical courses, and intensive language training for everyone—from beginners who need to learn the fundamentals of effective writing to seasoned professionals looking for support to improve their work.
The ancient Greeks already knew that just like a sturdy stool, an effective speech needs at least three legs to stand on: logos (an appeal to reason), pathos (an appeal to emotion), and ethos (a credible speaker). Using this 2,000-year-old wisdom, participants in this practical course will learn how to craft an unforgettable speech.
Many business strategies are brilliantly conceived, ingeniously structured—and largely incomprehensible. Often even to the people working within the company. This is a missed opportunity because most people distrust what they don’t understand. This course focuses on translating a smart strategy into a clear and engaging story.
Writing tools like ChatGPT are impressive—but also problematic, since poor input leads to poor output. And even with the right input, thorough editing is essential. This course focuses first on asking the right questions (effective prompting) and then on rigorous editing.
Want to sell your idea in seconds? Concise communication is an art. How do you get to the core of your message? And how do you make what remains compelling? This course is about making sharp choices, finding the right words, and cutting out everything unnecessary.
Few things are more powerful in communication than a personal story — if told well. But how do you craft a story that captivates your audience while reinforcing your message? In the Storytelling for Professionals course, you’ll learn which stories work, why effective stories don’t always have to be about yourself, and how to seamlessly connect a story to your message.
Need a powerful speech that is inspiring and rememberable? Bureau Reinders has crafted hundreds of speeches for a wide range of speakers. These speeches have been delivered everywhere—from the Dutch Parliament to the United Nations, from the European Commission to the Court of Justice in The Hague. But Bureau Reinders also writes for farewell parties, New Year’s drinks, or video messages to connect with colleagues across the country (or the world). No matter the stage—big or small, physical or virtual— Bureau Reinders has got your back.
Whether it’s a feature story, profile interview, or news article, great journalism is a quest for the right structure, the most striking information, and words that can be cut. Bureau Reinders is happy to investigate and deliver balanced, compelling stories.
Need a new core message or narrative? Bureau Reinders has extensive experience in shaping the story of your organisation. From one-pagers to full reports, from company profiles to CEO statements, I help put your message into words.
Why is your investors’ capital in good hands with your company? That’s the core of all financial communication. Bureau Reinders helps craft clear, concise, and persuasive messaging for quarterly and annual reports, investor days, and other financial communications.
I didn’t have a single grey hair when I started as a writing instructor and communication coach. Now, 20 years later, there’s more salt than pepper in my hair, but I my enthusiasm to run workshops, multi-day training sessions, and long-term coaching programs has not changed. My clients range from civil servants and lawyers to academics and financial professionals. I’ve delivered courses from the United States to the United Arab Emirates, and from The Hague to Beijing.
During the last decade, I’ve worked closely with speakers to craft hundreds of speeches. From 2017 to 2024, I was the speechwriter for the CEO and CFO of Shell in London. Before that, I wrote for multiple Dutch ministers at the Ministry of Foreign Affairs and the Ministry of Finance (despite being terrible at math in school and still having nightmares about people putting marbles back into bags).
Before, I worked for Erasmus University Rotterdam, where I earned a PhD with a historical study on the murder of Johan and Cornelis de Witt in 1672. Before that, I worked as a journalist, including at the Dutch newspaper Algemeen Dagblad. Before that, I was not interesting.
Over the years, I’ve won three Cicero Awards, the leading American prize for speechwriting, as well as the Dutch Prinsjesrede, an award for the best Dutch political speech of the year. For the quick thinkers: this means that I won nothing at all for a vast percentage of the speeches I’ve written. And that is entirely fair.
Director Corporate Affairs, Royal Schiphol Group
“Is your communication team looking for a valuable writing workshop or communication course? Ask Michel. He has years of experience as a ghostwriter for ministers and CEOs. Michel knows exactly how language works and shares this valuable knowledge in a practical way. In short: great writer, witty guy, engaging training sessions.”
Independent author and former Head of Global Editorial, Shell
“I’ve worked with many writing coaches and trainers, some truly excellent, but Michel stands out for his professionalism, creativity and joyful dedication to the task. I had the pleasure of running a writing workshop with him in Beijing, and he made everyone believe they could become better writers. He has a special gift for developing skills in others.”
Speechwriter, best-selling author and TED-speaker (The Language of Leadership)
“Michel is great fun, wonderfully creative and super knowledgeable about the art of speechwriting. I love him and so will you.”
Partner & Senior Advisor, Publieke Zaken
“I know Michel as an outstanding speechwriter who works with creativity, precision, and a deep understanding of the message. As an editor, he has a razor-sharp pen that makes your text clearer. If you want to improve your own writing skills or those of your team, a course with Michel will be a perfect hit.”
Head of Speechwriting, BP
“If you’re looking for a top trainer, look no further. Michel is a real talent. I worked with him in Shell’s executive speechwriting team for five years and saw him deliver a variety of sessions. As a trainer, he is inspiring, informed, innovative… and funny too! He easily turns complex, technical or sensitive messages into something memorable and human. His experience ranges from academia to politics and big business – and it shows in the breadth and depth of his classes. He also has that rare gift of bringing out the best in his students. His secret? He loves words, and he is brilliant at sharing the very best ones – in Dutch or in English!”
Team Coordinator Communication Department, Ministry of Finance
“A passionate storyteller who knows better than anyone how to put a story on paper. Our communication team was treated to an educational, dynamic workshop. And yes, Michel was funny too.”
6 years old (likes to build LEGO with his dad after school)
“Michel Reinders is the worst writing coach and speechwriter in the world. He’s terrible. Don’t call him.”
"Is your communication team looking for a valuable writing workshop or communication course? Ask Michel. He has years of experience as a ghostwriter for ministers and CEOs. Michel knows exactly how language works and shares this valuable knowledge in a practical way. In short: great writer, witty guy, engaging training sessions."
"I've worked with many writing coaches and trainers, some truly excellent, but Michel stands out for his professionalism, creativity and joyful dedication to the task. I had the pleasure of running a writing workshop with him in Beijing, and he made everyone believe they could become better writers. He has a special gift for developing skills in others."
“Michel is great fun, wonderfully creative and super knowledgeable about the art of speechwriting. I love him and so will you.”
"I know Michel as an outstanding speechwriter who works with creativity, precision, and a deep understanding of the message. As an editor, he has a razor-sharp pen that makes your text clearer. If you want to improve your own writing skills or those of your team, a course with Michel will be a perfect hit."
"If you’re looking for a top trainer, look no further. Michel is a real talent. I worked with him in Shell’s executive speechwriting team for five years and saw him deliver a variety of sessions. As a trainer, he is inspiring, informed, innovative… and funny too! He easily turns complex, technical or sensitive messages into something memorable and human. His experience ranges from academia to politics and big business - and it shows in the breadth and depth of his classes. He also has that rare gift of bringing out the best in his students. His secret? He loves words, and he is brilliant at sharing the very best ones - in Dutch or in English!"
"A passionate storyteller who knows better than anyone how to put a story on paper. Our communication team was treated to an educational, dynamic workshop. And yes, Michel was funny too."
"Michel Reinders is the worst writing coach and speechwriter in the world. He’s terrible. Don’t call him."
