ABSTRACT In 1985, Dutch businessman Frans Lurvink created the Alerdinck Foundation and its Centre for East-West Communications. A private venture, Alerdinck set out to achieve greater understanding between Eastern and Western media to reduce Cold War tensions. An example of citizen diplomacy aimed at promoting peace, Alerdinck’s story illustrates the strengths of a private initiative in creating spaces for dialogue and relationship-building, and the limitations of a non-state actor aiming to alter international relations. The article chronicles the formation, ambitions and obstacles faced by Alerdinck as it endeavoured to improve cross-bloc dialogue through its conferences, bilingual newspaper, and journalist exchange programme.