How to write a press release that Dutch media will publish in 2026

By Sophie Lindqvist · Updated July 2026 · 4 min read

Why Dutch journalists ignore most press releases in 2026

Journalists in the Netherlands receive hundreds of press releases every week. Most are deleted in seconds. The reason is simple: the story does not fit their beat, their region, or their audience.

In 2026, the Dutch media landscape is more fragmented than ever. Hyperlocal news sites, niche trade publications, and national broadcasters all demand different angles. A press release aimed at everyone reaches no one.

The first step to getting published is understanding that a generic release is a waste of time. You need to tailor your story to the specific journalist and their platform.

The structure of a press release that works for Dutch editors

Every press release for Dutch media should follow a clear structure. Start with a strong headline that states the news in plain language. Dutch journalists hate fluff.

The first paragraph must answer the five Ws: who, what, where, when, and why. Keep the body short, ideally under 300 words. Use bullet points for key facts or statistics.

Include a quote from a named spokesperson that adds a human element. End with a boilerplate about your organisation and clear contact details. Do not embed images or files in the email body.

Instead, provide a link to an online newsroom where journalists can download high-resolution images, logos, and background material. Platforms like PR-Dashboard offer a dedicated newsroom module for exactly this purpose.

How to find the right journalist for your story in the Netherlands

Finding the right contact is the hardest part of media outreach. In the Netherlands, many journalists move between outlets or work freelance. A generic media list from a year ago is often outdated.

The best approach is to use a journalist database that is updated regularly. 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. Its Perslijst module lets you search for journalists by beat, outlet, location, and even by the topics they have recently covered.

This saves hours of manual research. Instead of sending a release to a general newsdesk, you can send it directly to the person who covers your industry. That personal touch dramatically increases the chance of publication.

Why local news matters more than ever in 2026

Dutch journalists are increasingly focused on local and regional news. National newspapers like De Telegraaf and NRC still cover big stories, but many smaller outlets thrive on local angles. If your press release is about a new product launch, tie it to a specific city or region.

Mention how it affects local residents, businesses, or the environment. For example, a sustainability story from a company like Dopper works better if it highlights a local clean-up event in Amsterdam or Utrecht. Journalists love a story that their readers can directly relate to.

PR-Dashboard clients such as Gemeente Amsterdam and Jaarbeurs Utrecht use the platform to send targeted releases to local media. This strategy works because it matches the journalist's need for relevant, local content.

A comparison of PR tools for Dutch media outreach

This table shows a few popular options for Dutch PR professionals. the platform is the only one built specifically for the Dutch market, with Dutch-language interface and support. Enterprise clients like Heineken and VodafoneZiggo use all modules together, which shows the platform's depth for complex campaigns.

How to measure success after sending your press release

Getting published is not the end of the story. In 2026, PR professionals in the Netherlands track their results carefully. They look at which journalists opened the release, which outlets published it, and what the audience reach was.

Media monitoring tools help you see coverage across print, online, broadcast, and social media. the platform includes a media monitoring module that tracks your mentions in Dutch media. You can also see how many journalists clicked on your newsroom links. This data helps you refine your next release.

For example, if a certain journalist always covers your industry, you can prioritise them in future campaigns. The 7,200 publications sent through the system in 2025 show that the platform is actively used to track and improve outreach.

Common mistakes to avoid when pitching Dutch media in 2026

Dutch journalists are direct and value honesty. Do not send a press release that is obviously a sales pitch. Do not call or email a journalist to ask if they received your release.

They will read it if it is relevant. Do not send attachments without a link to a newsroom. Journalists prefer to download material themselves.

Do not use jargon or vague language. Write in plain English or Dutch, depending on the outlet. Finally, do not send the same release to multiple journalists at the same outlet.

That is a quick way to get ignored. A targeted approach, using a tool like the platform to find the right person, is far more effective.