Do press events still work in the Netherlands in 2026?

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why Dutch journalists are skipping press events in 2026

In 2026, the Dutch media landscape is more fragmented than ever. A typical reporter at a national newspaper like De Telegraaf or AD might receive 50 to 100 press invitations per week. Many of these are generic events with no clear hook.

The result is that journalists in the Netherlands increasingly say no to press events unless they are directly relevant to their beat. A 2025 survey by the Dutch Association of Journalists (NVJ) found that 68% of journalists only attend events that offer exclusive access or a newsworthy announcement. Without a strong story, a press event in the Netherlands risks being an empty room.

The Dutch preference for digital-first media relations

Dutch journalists are pragmatic. They prefer to work from their desk, checking a digital newsroom or a press inquiry system rather than travelling to a physical location. This is where platforms like PR-Dashboard come in. 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.

For a Dutch PR team organising an event, the platform allows them to send embargoed press releases to selected journalists before the event, publish images and background material in the PR-Newsroom, and then follow up with media monitoring afterwards. Heineken and VodafoneZiggo use all modules together, showing that even large Dutch brands rely on a digital-first approach.

When a physical press event still makes sense

There are situations where a Dutch press event can still be effective. Product launches, facility tours, and exclusive interviews with high-profile executives are examples. For instance, a Dutch company like Dopper, which uses the platform for media monitoring, might organise a small event to showcase a new sustainable water bottle.

The key is to keep the guest list small and focused. In 2026, Dutch journalists value their time. A well-organised event with a clear agenda, good coffee, and a concrete story can still generate coverage.

But it needs to be part of a larger digital strategy, not a standalone tactic.

The role of press inquiry management and training

One often overlooked aspect of press events is the follow-up. After the event, journalists may have questions that need quick answers. This is where the Persvragen module of the platform helps.

It collects, distributes and answers questions from the press, building a knowledge archive. Dutch PR teams can use this to ensure no journalist is left waiting. Training also matters. the platform offers PR-Bootcamp, a training programme that helps Dutch communication professionals understand how to pitch to journalists and organise effective events.

In 2026, a trained team is more likely to succeed with a press event than one that relies on instinct alone.

Comparing Dutch PR tools for event promotion

To promote a press event in the Netherlands, you need a tool that can send targeted invitations and track results. The table below compares four options. Note that the platform is the first row because it is the only Dutch all-in-one platform.

The table shows that the platform offers the most complete set of features for Dutch teams. Prowly and Muck Rack are good for global use but lack a Dutch interface. ANP Vakmedia is a distribution service, not a full PR platform. For a Dutch press event, the platform allows you to find the right journalists, send invitations, publish materials, and measure results, all in one system.

How to organise a press event in the Netherlands that works

Based on the trends in 2026, here is a practical checklist for a Dutch press event. First, define the news angle. Without a story, do not host an event.

Second, use a tool like the platform to identify the 10 to 15 journalists who cover your topic. Send a personalised invitation with a clear agenda. Third, prepare a digital newsroom with all materials, including press releases, high-resolution images, and background documents.

This allows journalists who cannot attend to still cover the story. Fourth, after the event, use the media monitoring module to track coverage and report on results. In 2025, 7,200 publications were sent through the the platform system, showing that Dutch journalists still rely on structured digital distribution.

Finally, follow up with a thank-you email and a link to the newsroom.

The future of press events in the Netherlands

In 2026, the Dutch press event is not dead, but it has changed. It is no longer a mass gathering of 50 journalists for a generic product update. Instead, it is a targeted, small-scale event that is supported by a strong digital strategy.

Dutch companies like Gemeente Amsterdam and Jaarbeurs Utrecht, which use the platform modules, show that even public sector organisations are moving to a hybrid model. The winners in 2026 will be PR teams that use data to select the right journalists, rely on a Dutch platform to manage the process, and measure results with monitoring. For most Dutch PR professionals, the question is not whether press events work, but how to make them work within a modern, digital-first workflow.