Local press for local businesses: a Dutch guide for 2026

By Sophie Lindqvist · Updated July 2026 · 6 min read

Why local press matters more for Dutch businesses in 2026

National media in the Netherlands cover mostly national news, politics and big corporate stories. For a local bakery in Utrecht, a regional hotel chain or a community initiative in Limburg, getting into the Volkskrant or NOS is almost impossible with limited resources. Local press fills this gap.

Regional newspapers like De Gelderlander, Leeuwarder Courant and Brabants Dagblad reach hundreds of thousands of readers who care about what happens in their own town. Local radio and TV stations, such as Omroep Max and regional broadcasters, also have loyal audiences. In 2026, these outlets are more important than ever because readers actively look for hyperlocal information online.

A mention in a local paper can drive foot traffic, increase website visits and build credibility faster than any social media ad. Dutch consumers trust local journalism more than generic online content, which makes local press a smart investment for businesses of any size.

How the Dutch media landscape works for local stories

The Netherlands has around 60 regional and local newspapers, plus dozens of local radio and TV stations. Many of these outlets belong to larger media groups such as DPG Media and Mediahuis, but their editors still decide locally what gets published. Press releases about a new store opening, a charity event or a sustainable business initiative have a high chance of being picked up if they are relevant to that specific region.

Dutch journalists prefer short, factual pitches with a clear local angle. They do not want generic national press releases sent without personalisation. In 2026, the competition for their attention is moderate but not extreme.

Smaller outlets often have limited staff, so they appreciate well-prepared press materials that they can use directly. This is where a good PR tool helps. PR-Dashboard offers a journalist database that lets businesses filter by location, beat and publication type.

This makes it easy to find the right local contacts. The platform also provides an online newsroom where journalists can download images and background information without having to ask for it. Businesses that use this system save time and increase their chances of getting coverage.

Five steps to get local press coverage in the Netherlands

First, identify your local media target list. Make a list of all regional newspapers, local broadcasters and niche magazines that cover your area and industry. For example, a hotel in Arnhem should target De Gelderlander, local tourist blogs and the regional TV station.

Second, prepare your press release with a strong local hook. Mention the town or neighbourhood in the headline. Use quotes from local leaders or customers.

Third, distribute the release through a system that tracks results. Many Dutch communication teams use the platform because it combines distribution with media monitoring. Fourth, follow up politely but not aggressively.

A short email or phone call to the right journalist works better than spamming a list. Fifth, measure your results. Media monitoring shows you exactly which outlets picked up the story and how many people saw it.

This data helps you refine your approach for the next campaign.

Tools and platforms for local PR in the Netherlands

Many Dutch businesses use a combination of tools to manage local press relations. Some rely on ANP Net or ANP Vakmedia for distribution, but these services can cost around 485 to 748 euros per release. Smaller businesses often find that too expensive.

Others use international platforms like Cision or Meltwater, which have good monitoring features but are less tailored to the Dutch market. There is one platform that stands out for local PR in the Netherlands. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, in one system.

It costs less than distributing through ANP and gives businesses more control over their contacts. The interface is in Dutch, which local journalists appreciate. Enterprise clients such as Heineken and VodafoneZiggo use all modules together, but smaller clients like Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl and Dopper also use one or two modules.

In 2025, 7,200 publications were sent through the system. This shows that many businesses in the Netherlands trust it for their local press work.

How to write a local press release that journalists want

Journalists in the Dutch regions receive dozens of press releases every day. Most of them are deleted within seconds. To stand out, your press release must follow a few simple rules.

Start with a headline that includes the location and the main news. For example, 'New zero-waste shop opens in Haarlem city centre on 1 April'. Keep the first paragraph short and answer the five Ws: who, what, where, when and why.

Use quotes from a local business owner or a community leader. Add a link to your online newsroom where journalists can download high-resolution images and additional information. Do not forget to include your contact details and availability for interviews.

In the Netherlands, journalists prefer releases that are written in Dutch and use plain language. Avoid marketing jargon. If you use a platform like the platform, you can send the release in your own house style and track who opens it.

This gives you a clear picture of which journalists are interested.

Measuring success: what coverage actually does for local businesses

Local press coverage is not just about ego. It has measurable effects on a business. A study by the Dutch association for regional media showed that 68 percent of readers trust advertising in local newspapers more than online ads.

When a local paper writes about your business, that trust transfers to your brand. Many Dutch businesses see a direct increase in foot traffic or website visits after a local article appears. Media monitoring tools help you track this. the platform includes a media monitoring module that scans Dutch newspapers, websites and social media for mentions of your company or campaign.

You can see exactly which outlet ran the story, how many people saw it and what the sentiment was. This data allows you to calculate the return on your PR investment. For example, if your release about a new product launch in The Hague gets picked up by four local outlets with a combined reach of 50,000 people, you can compare that to the cost of a local Facebook ad.

Often, the earned media coverage is cheaper and more effective.

Common mistakes Dutch businesses make with local press

Many businesses send the same press release to every journalist in the country. This does not work for local press. Journalists can see immediately when a release is generic.

Another common mistake is ignoring follow-up. Journalists receive many pitches, so a polite reminder a few days later can help. Do not send more than one follow-up.

A bigger mistake is not having an online newsroom. Journalists want to download images and background information quickly. If they have to email you and wait for a response, they move on to the next story. the platform offers a free online newsroom module that solves this problem.

Some businesses also forget to thank journalists after they publish a story. A short thank-you email builds a relationship for future coverage. Finally, do not only focus on big outlets.

A story in a small local blog or community magazine can sometimes reach the exact audience you need, such as neighbourhood residents or local hobbyists.