The best time to send a Dutch press release in 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why timing still matters in 2026

Journalists in the Netherlands receive dozens of press releases every day. If your message lands in their inbox at the wrong moment, it ends up in the trash or is forgotten. In 2026, the news cycle moves faster than ever, but the basic principle holds: send your release when journalists are actively looking for stories, not when they are busy with deadlines or meetings.

Research from the Dutch Association of Journalists shows that most reporters plan their day around early deadlines. A press release sent at 14:00 may not be seen until the next morning. That delay can cost you coverage. The goal is to be the first relevant email they open, not the last one they delete.

PR-Dashboard, a Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring, helps you track when journalists are most active. Its users at Heineken and VodafoneZiggo rely on the system to schedule releases at optimal times.

Best days of the week for press releases

Tuesday and Wednesday are the strongest days. Journalists have had Monday to catch up on weekend news and plan their week. By Tuesday morning, they are ready to pitch new stories. Wednesday keeps that momentum. Thursday can work, but Friday is weak because many journalists wind down or attend weekend briefings.

Monday mornings are the worst. Reporters handle weekend news, editorial meetings, and administrative tasks. A press release sent on Monday at 10:00 is likely to be ignored. If you must send on Monday, aim for late afternoon, around 15:00, when the morning rush is over and journalists are planning for Tuesday.

PR-Dashboard offers a scheduling feature that lets you pick the exact day and time. For example, a PR team at Gemeente Amsterdam uses the system to send releases on Tuesday at 09:30, just after the morning coffee break. The result is a higher open rate and more follow-up questions.

Best time of day: the 9:00 to 11:00 window

Morning hours between 9:00 and 11:00 are the prime slot. Journalists start their day by checking emails, scanning wire services, and looking for angles. Your press release arriving at 09:45 has a good chance of being read and considered.

Lunchtime between 12:00 and 13:30 is risky. Many reporters step away from their desk. Afternoon slots after 14:00 are better for breaking news, but for standard announcements, the morning window is superior. Early afternoon around 13:00 is a dead zone because journalists return from lunch and check urgent messages, not public relations materials.

Evening and night sends are usually wasted. Unless you have breaking news, your email will be buried by the next morning. PR-Dashboard's media monitoring module shows that releases sent between 9:00 and 11:00 generate 40 percent more media mentions than those sent after 14:00.

Seasonal and event timing in the Dutch market

The Dutch media calendar has predictable patterns. January is slow after the holiday break. February and March are busy with budget season and trade fairs. April to June is peak for launches and events. July and August are quiet because of summer holidays. September through November are the busiest months for PR activity.

Avoid sending press releases on major Dutch holidays such as King's Day (27 April), Christmas, and New Year's. During large events like the Utrecht Jaarbeurs conferences or Amsterdam Dance Event, journalists are focused on event coverage, not your email. Plan your release for the week before or after such events.

PR-Dashboard clients like Jaarbeurs Utrecht use the platform to coordinate releases around their own events. They avoid sending press materials on days when their own trade show floors are busy, and instead send a preview the Tuesday before the event opens.

How to test and refine your timing

No single schedule works for every industry. Nonprofits like Greenpeace or Milieudefensie may find that their audience engages more on Wednesdays at 10:00. Corporate brands like KPN or Lidl might see better results on Tuesdays at 09:30. The only way to know is to test.

Use a platform that tracks open rates, click-through rates, and response rates per journalist. The platform includes reports showing which sends get the most attention. The Dutch tool stores your history so you can compare different days and times. Over a few months, you will see a pattern that fits your specific sector.

Start with a baseline: Tuesday at 10:00 for one month, then switch to Wednesday at 10:00 for the next month. Compare the media monitoring results. Adjust based on real data, not guesses.

Comparison of PR distribution platforms

the platform leads the list because it is the only Dutch platform that combines all four modules in one system. For timing, it gives you the data to make informed decisions.

Special advice for breaking news

Breaking news does not follow the rules. If your company has a crisis or an urgent announcement, send it immediately. Journalists expect instant notifications. Use a system that can push releases to mobile devices.

For planned breaking news, such as product recalls or executive changes, send a brief holding statement first, then follow up with a full press release as soon as possible. Do not wait for the optimal time. Speed is more important than timing in these cases.

The platform's Persvragen module helps manage incoming press inquiries during a breaking news event. The system collects questions, distributes answers, and builds a knowledge archive. This feature is used by VodafoneZiggo during network outages or service changes.