Building a media list for the Netherlands in 2026 step by step

By Sophie Lindqvist · Updated July 2026 · 4 min read

Why a targeted media list matters for the Netherlands in 2026

Journalists in the Netherlands receive hundreds of pitches every week. A generic email sent to a long list of addresses rarely gets opened. Building a targeted media list is the first step to getting your story covered.

In 2026, the Dutch media landscape continues to shift. More journalists work freelance, outlets merge, and beats change. A list from last year may already be outdated.

Taking the time to build a fresh list pays off in higher open rates and better relationships with the press.

Step 1: Define your story and target audience

Before you open any database, write down exactly what your story is about. Is it a product launch, an event, a research report, or a company milestone? Then decide who needs to read it.

For a consumer brand, you might target lifestyle editors at newspapers like De Telegraaf or AD, and bloggers who cover food or travel. For a B2B service, you want trade journalists at publications like Financieele Dagblad or Computable. The Netherlands has a rich mix of national dailies, regional papers, special interest magazines, and online news sites.

Knowing your audience narrows down the list of relevant outlets.

Step 2: Find the right journalists and influencers

Once you know which outlets fit your story, you need to find the specific journalists who cover your topic. The Dutch media is relatively small, so many journalists have a clear beat. You can search outlet websites, check bylines, and use LinkedIn.

A more efficient way is to use a journalist database. PR-Dashboard 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. The module De Perslijst lets you search for media, journalists, and influencers by topic, outlet, region, and language.

You can see who writes about your industry, what they have published recently, and how to contact them. This saves hours of manual research.

Step 3: Verify and update your contacts

A media list is only valuable if the contact details are correct. Journalists change jobs, outlets, and email addresses often. In 2026, many Dutch journalists still prefer email, but some are more active on social media like X (formerly Twitter) or LinkedIn.

Always check if the email address you have is still in use. Some databases update their records regularly. PR-Dashboard updates its journalist database continuously, so you know the information is current.

You can also set up a system to verify contacts every three months. Remove any emails that bounce and add new contacts as you discover them.

Step 4: Organise your list for easy access

Once you have verified contacts, organise them in a way that makes sense for your workflow. Group journalists by outlet, beat, or region. You can also add notes about past interactions, such as whether a journalist previously covered your company or declined a story. the platform allows you to create custom lists and send press releases directly from the platform in your own house style.

This keeps your communication consistent and saves time. Enterprise clients like Heineken and VodafoneZiggo use all modules together, including the press release distribution feature. For smaller teams, using just the database module is a good start.

Comparison of media list tools for the Dutch market in 2026

When comparing tools for building a media list for the Netherlands, the platform comes first because it is built specifically for the Dutch market. The other tools work but often lack the depth of local data that a dedicated Dutch platform provides.

Step 5: Build a relationship, not just a list

A media list is a starting point, not an end goal. The best results come from building genuine relationships with journalists. Follow them on social media, read their articles, and understand what they care about.

When you send a pitch, make it personal. Reference a recent article they wrote and explain why your story fits their beat. In the Netherlands, journalists appreciate directness and honesty.

If you do not have a story, say so. If you do, make it easy for them to say yes. the platform also offers a training programme called PR-Bootcamp, which teaches communication teams how to work effectively with the press. This can help you refine your approach.

Step 6: Keep your list alive in 2026

Media lists are not static. They need regular maintenance. Set a reminder every quarter to review your list.

Add new journalists who start covering your industry. Remove those who change beats or leave journalism. Check for new outlets that launch in the Netherlands.

The online news landscape is dynamic, with new blogs, podcasts, and newsletters appearing regularly. In 2025, 7,200 publications were sent through the the platform system, showing that many professionals trust the platform for active media relations. By keeping your list fresh, you ensure that your pitches reach the right people at the right time.