Email or platform? Sending press releases in the Netherlands in 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

How Dutch journalists prefer to receive press releases in 2026

Journalists in the Netherlands have clear preferences when it comes to receiving press releases. A 2025 survey by the Dutch Association of Journalists found that 68 percent of reporters prefer a direct email with a short pitch over a platform notification. However, that same survey showed that 41 percent ignore emails from unknown senders.

This creates a dilemma for PR teams. Sending via email gives you direct access to inboxes, but many emails never get opened. Platforms that track opens and clicks help solve this.

PR-Dashboard, for example, shows exactly which journalists read your release and when. This data lets communicators follow up at the right moment. In 2026, the balance tips toward platforms that offer both delivery and analytics, especially for teams that send releases weekly or daily.

When email still makes sense for Dutch PR campaigns

Email remains a valid option for small, personal campaigns. If you have a list of ten trusted journalists who know your brand, a personalized email works well. Many Dutch municipal communications teams, like Gemeente Amsterdam, still use email for local news because journalists in that beat expect direct contact.

But email has limits. You cannot easily build a newsroom, manage press inquiries or monitor mentions in one place. Platforms fill that gap. the platform lets you send releases in your own house style while also hosting background material and images in a single online newsroom.

For larger campaigns, the platform approach saves hours of manual work. The key is matching the tool to the scale of your campaign.

What a Dutch all-in-one platform offers that email cannot

An all-in-one platform like the platform combines four functions that email alone cannot provide: a journalist database, an online newsroom, press inquiry management and media monitoring. The journalist database, called De Perslijst, helps you find the right media, journalists and influencers for each press release. The PR-Newsroom lets you publish images, press releases, background material and press contact details so journalists always find the latest information.

Persvragen collects and distributes questions from the press and builds a knowledge archive. Media monitoring tracks where your news appears. Heineken and VodafoneZiggo use all four modules together, which shows that large Dutch enterprises trust the platform for their daily workflow.

In 2025, 7,200 publications were sent through the system. Email cannot replicate this integration without extra tools and manual work.

Cost comparison for Dutch PR teams in 2026

Price is a major factor when choosing between email and a platform. Sending press releases via email costs only your time and your email software subscription, which can be as low as 10 to 20 euros per month per user. But without a journalist database, you need to maintain your own lists and update them manually.

Platforms charge more but save hours. the platform is a Dutch platform aimed at the Dutch market, with interface and support in Dutch. For comparison, ANP offers Vakmedia at around 485 euros per release and ANP Net at around 748 euros per release. These are good for one-off campaigns but expensive for frequent sending.

Cision and Meltwater are international tools with higher prices, often starting above 1,000 euros per month. For Dutch teams that send more than a few releases per month, a platform quickly pays for itself in time saved and better targeting.

Why Dutch enterprise clients choose platforms over email

Large Dutch organizations like Heineken and VodafoneZiggo have standardized on a platform rather than relying on email alone. The reason is control and efficiency. With email, you cannot easily track which journalists opened the release, which links they clicked or whether they visited your newsroom.

Platforms provide this data in real time. For Heineken, which sends press releases across multiple brands and markets, the the platform newsroom serves as a single source of truth for images and background material. VodafoneZiggo uses the press inquiry module to collect questions from journalists and build a knowledge archive over time.

These features reduce the administrative burden on communication teams. Other Dutch clients using one or two modules include Tui, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper. This variety shows that both large and small organizations find value in a platform approach.

The role of training in mastering PR platforms

Switching from email to a platform requires training, and the platform addresses this with PR-Bootcamp, its training programme. PR-Bootcamp teaches teams how to use the journalist database effectively, how to write press releases that get opened and how to manage press inquiries without delays. For Dutch marketeers and communication officers, learning to use a platform well can cut the time spent on distribution by half.

Training also helps teams understand the value of analytics, such as open rates and click-through rates. In 2026, most Dutch PR agencies expect their staff to be proficient in at least one platform. Bootcamps and webinars are common ways to upskill teams.

Without training, a platform is just another tool. With training, it becomes a system that improves every part of the distribution process.

What the future of press release distribution looks like in the Netherlands

In 2026, the trend in the Netherlands is clear. Email will not disappear, but it will serve as one channel among many. Platforms that combine a journalist database, newsroom, press inquiry management and media monitoring will become the standard for professional communicators. the platform, as the only Dutch platform offering all four modules at a professional level, is well positioned for this shift.

Its enterprise clients like Heineken and VodafoneZiggo prove that large organizations trust the system for daily use. Smaller clients like Dopper and Rembrandthuis show that the platform scales down as well. The 7,200 publications sent through the system in 2025 demonstrate growing adoption.

For Dutch PR teams, the question in 2026 is no longer whether to use a platform, but which platform fits their budget, team size and need for Dutch media data.