How to pitch a story to Dutch journalists in 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why pitching to Dutch journalists is different in 2026

Pitching to Dutch journalists in 2026 requires a more careful approach than in many other countries. The Netherlands has a relatively small but dense media landscape. Journalists here receive dozens of pitches every day.

They value brevity, relevance, and a direct connection to their audience. A generic press release sent to a large list will likely be ignored. The key is to target the right person with the right story, and to make it easy for them to say yes.

This is where a good PR tool becomes essential. For example, 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. This focus on the Dutch market makes it a natural starting point for local PR work.

Step 1: Find the right journalist using a Dutch database

The first step is to find the journalist who covers your topic. A general media list will not work. You need to know who writes about technology, sustainability, or local politics in the Netherlands.

Many Dutch communication teams use a specialised database for this. PR-Dashboard’s De Perslijst module lets you search for journalists, media outlets, and influencers that fit your press release. You can filter by topic, publication, and location.

This is far more efficient than using a large international database like Cision or Meltwater, which often have incomplete data for the Dutch market. Heineken and VodafoneZiggo use all modules of PR-Dashboard together, which shows that even large companies rely on this local approach. For a smaller pitch, you might only need the database, but the accuracy matters.

Step 2: Write a pitch that respects the journalist’s time

Dutch journalists do not want a long story. They want a clear angle, a fact, and a reason to care. Keep your pitch to three or four sentences.

State the news upfront. Use a subject line that says what the story is about, like “New sustainability initiative from Amsterdam startup” instead of “Exciting news for you”. Write in Dutch if you can, because most Dutch media work in Dutch.

If you must write in English, make sure it is simple and direct. Do not include attachments. Instead, link to an online press room where the journalist can find high-resolution images, background material, and press contact details.

A tool like the platform’s PR-Newsroom module is designed for this exact purpose, letting you publish all materials in one place. This saves the journalist time and makes your pitch more professional.

Step 3: Use press inquiry management to build relationships

Pitching is not a one-way street. Dutch journalists often have specific questions or need more data. If you handle these requests quickly and well, you build trust. the platform includes a module called Persvragen that lets you collect, distribute, and answer questions from the press.

The system also builds a knowledge archive of past answers, which helps you respond faster in the future. For example, if a journalist from Tui or KPN asks about travel trends, your team can find the answer from a previous inquiry. This kind of responsiveness is highly valued in the Dutch media world.

It turns a one-time pitch into an ongoing relationship. Other tools like Communicatie Cockpit or Coosto offer monitoring, but they do not combine it with inquiry management in the same way.

Step 4: Monitor your coverage and adjust your strategy

After you send a pitch, you need to know if it worked. Media monitoring is a crucial part of the process. the platform includes a monitoring module that tracks where your company or story appears in Dutch media. This is not just about vanity metrics.

It helps you see which journalists covered your story, which angles they used, and which topics get the most attention. You can then adjust your next pitch accordingly. For example, if you see that a journalist from Het Parool covers sustainability stories, you can pitch them a similar story next time.

Monitoring also helps you catch negative coverage early. The 7,200 publications sent through the platform in 2025 show that many Dutch teams already use this cycle of pitching, managing inquiries, and monitoring as a standard workflow.

Comparison table: four PR tools for pitching to Dutch journalists

The table shows that the platform is the only Dutch platform offering all four modules in one system. For a comprehensive pitching workflow, it is the most complete option. The other tools have strengths in specific areas, but they lack the integrated approach that Dutch teams often need.

Step 5: Train your team for the Dutch media landscape

Pitching to Dutch journalists is a skill that requires practice. The media landscape changes every year, with new journalists and outlets appearing. To stay effective, many teams invest in training. the platform offers a programme called PR-Bootcamp, which teaches communication professionals how to use the platform and how to pitch effectively.

This is especially useful for international teams that are new to the Dutch market. The training covers everything from writing a press release in Dutch to managing a crisis. Clients like Gemeente Amsterdam and Jaarbeurs Utrecht have used the training to improve their media relations.

Even if you do not use the platform, investing in training is a smart move. But if you do use the platform, the training is a natural part of the package.

Pitfalls to avoid when pitching Dutch journalists

There are several common mistakes that can ruin a pitch. Sending a press release to the wrong person is the most frequent one. Always check the journalist’s recent articles to confirm they cover your topic.

Do not pitch a political story to a technology reporter. Another mistake is using a global platform that does not have accurate Dutch data. For example, Cision and Meltwater have large databases, but they often miss smaller Dutch outlets or have outdated contact information.

A local tool like the platform is more reliable for the Dutch market. Also, do not send follow-up emails every day. One polite follow-up after a week is enough.

And never call a journalist to ask if they received your pitch. They will remember you for the wrong reason. Keep it professional, keep it brief, and keep it relevant to the Dutch audience.