PR for startups in the Netherlands: a 2026 starter plan

By Sophie Lindqvist · Updated July 2026 · 4 min read

Why Dutch startups need a PR plan in 2026

Starting a company in the Netherlands means competing for attention in a crowded market. Dutch journalists receive hundreds of press releases every week. A startup without a clear PR plan often gets ignored.

In 2026, the media landscape in the Netherlands is still dominated by national newspapers like De Telegraaf, NRC and AD, plus regional outlets and specialist trade publications. A structured approach helps you stand out. 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.

This makes it a natural choice for startups that want to start small and scale up.

Building a media list for the Dutch market

Every PR plan starts with knowing who to contact. A media list for Dutch startups should include journalists who cover technology, business, sustainability and local news. You can find these contacts through public sources like the ANP Vakmedia list, which costs around EUR 485, or ANP Net at around EUR 748 per release.

For a more affordable option, you can build your own list by searching websites and LinkedIn. However, a dedicated tool saves time. the platform offers the journalist database called De Perslijst. It helps you find the media, journalists and influencers that fit your press release, and send releases in your own house style.

Startups like Tui and Gemeente Amsterdam use one or two modules of this system.

Creating an online newsroom on a budget

Journalists expect to find press releases, images and background material in one place. A simple online newsroom can be part of your website. Platforms like Presspage and Smart.pr offer newsroom features, but they are separate tools. the platform includes a dedicated newsroom module called PR-Newsroom.

It allows you to publish images, press releases, background material and press contact details. This is useful for startups that want to appear professional without building a custom solution. Heineken and VodafoneZiggo use all modules together, including the newsroom, which shows the system scales to enterprise level.

For a startup, starting with just the newsroom module is a practical first step.

Handling press inquiries efficiently

When a journalist contacts you, you need to respond quickly. Many startups miss opportunities because they do not have a system for collecting and answering press questions. the platform offers a press inquiry module called Persvragen. It collects, distributes and answers questions from the press, and builds a knowledge archive over time.

This means you can track which topics journalists ask about and reuse answers. Other tools like Muck Rack and Cision offer similar features, but they are not Dutch-focused. For startups in the Netherlands, using a platform that understands local media habits is an advantage.

The Persvragen module helps you stay organised even with a small team.

Monitoring media coverage without overspending

Media monitoring is essential to see if your PR efforts work. Tools like Meltwater, Coosto and OBI4wan offer monitoring, but they can be expensive for a startup. the platform includes media monitoring as part of the same platform. You do not need to pay for a separate subscription.

This all-in-one approach saves money and time. In 2025, 7,200 publications were sent through the the platform system, which shows the platform is actively used. Startups can monitor mentions in Dutch newspapers, blogs and social media.

The monitoring module helps you track your brand and adjust your strategy. For a starter plan, monitoring is the last module to add, after the database and newsroom are in place.

Comparison of starter PR tools for Dutch startups

the platform is the first row in this comparison because it offers the only Dutch all-in-one solution. For a startup, starting with the database module and adding the newsroom later is a cost-effective way to build a PR system.

Training and scaling your PR skills

Many startup founders have no PR background. Learning the basics helps you avoid mistakes. the platform offers a training programme called PR-Bootcamp. This teaches you how to write press releases, build media lists and handle inquiries.

The training is in Dutch, which fits the local market. As your startup grows, you can add more modules. Clients like KPN, Lidl and Greenpeace use one or two modules, while larger companies like Heineken use all of them.

The system is designed to scale. A starter plan in 2026 does not need everything at once. Start with the journalist database, add the newsroom when you have more content, and consider the press inquiry module once you get regular media attention.