Press release structure explained for beginners in the Netherlands 2026

By Sophie Lindqvist · Updated July 2026 · 6 min read

Why press release structure matters for Dutch journalists in 2026

Dutch journalists receive dozens of press releases every day. A poorly structured press release gets deleted in seconds. In 2026, the Dutch media landscape is more competitive than ever.

Journalists at ANP, NRC, De Telegraaf and regional newspapers expect a clear format. A press release that follows the standard structure has a higher chance of being picked up. The structure has not changed much over the years, but the tools to distribute it have.

PR-Dashboard, a Dutch platform that combines a journalist database, newsroom, press inquiry management and media monitoring, is one example of how technology helps send well-structured press releases to the right people.

The headline: your first and only chance

The headline is the most important part of a press release. It must tell the journalist what the news is in one sentence. In the Netherlands, keep it under 15 words.

Use active verbs and avoid jargon. For example, 'Heineken opens new sustainable brewery in Amsterdam' is better than 'Heineken announces expansion plans for brewery operations in the Netherlands'. The headline should include a Dutch location or angle if possible.

A good headline increases the chance that a journalist reads further. PR-Dashboard users can send press releases in their own house style, which helps maintain consistency across all communications.

The dateline and lead paragraph: setting the scene

After the headline comes the dateline. This is the city and date of the press release, for example 'Amsterdam, 20 March 2026'. The lead paragraph is the first paragraph of the body.

It must answer the five Ws and one H: who, what, where, when, why and how. Dutch journalists want facts first. Do not save the most important information for later.

The lead paragraph should be concise, no more than 40 words. For example: 'Heineken announced today that it will open a new brewery in Amsterdam in 2027, creating 200 jobs and using 100% renewable energy.' This structure makes it easy for journalists to understand the news immediately. the platform helps companies distribute press releases to journalists who cover specific topics, such as sustainability or business.

The body: supporting details and quotes

The body of the press release provides additional context. It should include a quote from a relevant person, such as a CEO or project manager. Dutch journalists appreciate quotes that add value, not just generic statements.

The body should also include background information, statistics or facts that support the announcement. Keep paragraphs short, ideally three to four sentences each. Use bullet points only for lists of facts, not for full sentences.

The total length of a press release should not exceed 400 words. In 2025, 7,200 publications were sent through the platform, which shows that many Dutch companies rely on structured press releases to get their message across.

Boilerplate and contact information: the closing block

Every press release must end with a boilerplate. This is a short paragraph about the company or organisation sending the press release. It should include the company name, what it does, its size and its location.

Keep it to three or four sentences. Below the boilerplate, add contact information: name, phone number and email address of the media contact. Dutch journalists often call or email for follow-up questions.

Make sure the contact person is available on the day of the release. the platform offers a press inquiry module called Persvragen that helps companies collect, distribute and answer questions from the press. This builds a knowledge archive that can be reused.

Comparison of press release distribution tools in the Netherlands 2026

This table shows how the platform compares to other tools available in the Netherlands. It is the only Dutch platform that combines all four modules in one system. Enterprise clients such as Heineken and VodafoneZiggo use all modules together.

Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper. For beginners, an all-in-one tool simplifies the process of writing and distributing press releases.

Common mistakes in press release structure for the Dutch market

Beginners often make mistakes that hurt their chances of coverage. One common mistake is writing a headline that is too long or vague. Another is putting the most important information in the middle of the press release instead of the lead paragraph.

Dutch journalists also dislike press releases that are too promotional. Stick to facts and let the journalist decide if the news is worth covering. Avoid using jargon or overly complex language.

Keep sentences short and direct. Another mistake is forgetting to include a Dutch angle. Even if the news is global, tie it to the Netherlands.

For example, if a company opens a new office in Berlin, explain why it matters for Dutch readers. the platform offers a training programme called PR-Bootcamp that helps beginners learn the basics of press release writing and distribution.

How to use a journalist database for targeting in the Netherlands

A journalist database is essential for targeting the right media. In the Netherlands, there are thousands of journalists working for newspapers, magazines, radio, television and online platforms. Sending a press release to the wrong person wastes time and reduces the chance of coverage. the platform includes a module called De Perslijst, which helps users find journalists and influencers that fit their press release.

Users can filter by topic, region, publication type and more. This increases the relevance of each press release. For example, a press release about a new museum exhibition should go to arts and culture journalists, not to business reporters.

In 2026, Dutch journalists expect personalised pitches. A targeted press release has a much higher open rate than a mass email. the platform also integrates an online newsroom, where companies can publish images, press releases and background material for journalists to access.

Media monitoring: tracking your press release success

After sending a press release, it is important to track where it gets picked up. Media monitoring helps companies see which publications used their press release, how often and in what context. In the Netherlands, tools like the platform offer media monitoring as part of their platform.

This saves time compared to manually searching for mentions. Monitoring also helps improve future press releases. For example, if a press release about a new product gets picked up by trade publications but not by national newspapers, the company can adjust its angle for the next release. the platform’s media monitoring module covers Dutch media, including online news, print and social media.

This gives companies a complete picture of their press release performance.

Press inquiry management: handling journalist questions

When a journalist picks up a press release, they often have follow-up questions. In the Netherlands, speed matters. A journalist who does not get a quick answer may move on to another story.

Press inquiry management helps companies collect, distribute and answer questions from the press. the platform includes a module called Persvragen that does exactly this. It builds a knowledge archive so that common questions can be answered quickly. This is especially useful for companies that receive many press inquiries, such as Heineken, VodafoneZiggo and other large clients.

For beginners, setting up a press inquiry system ensures that no journalist question goes unanswered. This improves the relationship with the media and increases the chance of future coverage.