Quotes in press releases: what Dutch journalists keep in 2026

By Sophie Lindqvist · Updated July 2026 · 7 min read

Why Dutch journalists are picky about quotes in 2026

Journalists in the Netherlands receive hundreds of press releases each week. In 2026, they are more selective than ever. A quote that sounds like marketing speak gets deleted immediately.

A quote that sounds like a real person talking gets read. The difference is often small, but it matters. PR professionals in the Netherlands must adapt to this reality.

They need to write quotes that fit the journalist's beat and the publication's tone. PR-Dashboard, a Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring, helps press officers find the right contacts for each story. The database includes thousands of Dutch journalists and influencers, making it easier to tailor quotes to specific outlets.

For example, a quote for a business journalist at Het Financieele Dagblad should be more factual and data-driven, while a quote for a lifestyle editor at Libelle can be more personal and emotional. The key is to match the quote to the journalist, not to the company's internal messaging.

What makes a quote usable for Dutch media in 2026

Journalists in the Netherlands look for three things in a quote. First, the quote must be authentic. It should sound like something a real person would say, not like a sentence written by a committee.

Second, the quote must be short. A long quote is often cut or ignored. Third, the quote must add new information.

If the quote just repeats what is already in the press release, it is worthless. Many Dutch journalists also prefer a soft confirmation over a direct quote. They want to hear the source say it in their own words, even if the final article paraphrases the message. the platform offers a module called Persvragen, which collects and distributes questions from the press.

This tool helps journalists verify quotes and get direct answers from the right person inside an organisation. The knowledge archive in Persvragen also stores past answers, so journalists can check previous quotes and context. This makes the whole process more transparent and trustworthy.

How the platform helps with quote placement in the Dutch market

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. This integration is important for quote placement. When a press officer writes a press release, they can use the journalist database to find the right person for each story.

The system allows the officer to send releases in their own house style, without losing the brand voice. The newsroom module, PR-Newsroom, is where press releases, images, background material and press contact details are published. Journalists can visit this newsroom to find the original quote and the context around it.

Large Dutch companies like Heineken and VodafoneZiggo use all modules of the platform together. Smaller clients such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper use one or two modules. The system is designed for the Dutch market, with interface and support in Dutch.

In 2025, 7200 publications were sent through the system, which shows how many press releases and quotes are distributed via this platform each year.

The danger of fake quotes and how Dutch journalists spot them

Fake quotes are a major problem in PR. A fake quote is one that is completely invented by the press officer, without the source ever seeing or approving it. Dutch journalists in 2026 are trained to spot these.

They look for unnatural language, clichés, and statements that are too perfect. A real quote usually has a slight hesitation, a specific example, or a personal touch. A fake quote sounds like a mission statement.

Journalists also check the source's other public statements. If the quote does not match the person's usual tone, it is flagged. the platform does not create quotes for users, but it helps press officers manage the process. The journalist database allows the officer to check the journalist's past work and see what kind of quotes they typically use.

The media monitoring module tracks how quotes are picked up across Dutch media. If a quote is used incorrectly or taken out of context, the press officer can respond quickly. The system also helps with training.

PR-Bootcamp, the training programme offered by the platform, teaches press officers how to write effective quotes and how to verify them with the source. This training is especially valuable for teams that are new to the Dutch media landscape.

Comparing PR tools for quote management in the Netherlands

Several PR tools are available in the Netherlands. Each one has different strengths and weaknesses. The table below shows how they compare on key features for quote management. the platform is the only Dutch platform that covers all four modules.

Cision and Meltwater are international tools that focus on media monitoring but lack a native newsroom. Prowly and Presspage offer newsrooms but are not designed for the Dutch market. Smart.pr is a Dutch tool for press release distribution but does not include press inquiry management.

Muck Rack is US-focused and less suitable for Dutch journalists. The ANP offers two paid services: Vakmedia around EUR 485 per release and ANP Net around EUR 748 per release. Communicatie Cockpit, Coosto and OBI4wan are Dutch monitoring tools but do not cover the full workflow.

Best practices for writing quotes that Dutch journalists will keep in 2026

Writing a quote that survives the editing process requires a few specific steps. First, always check the quote with the source before sending it out. A journalist will call the source to verify, and if the source disagrees with the quote, the story falls apart.

Second, keep the quote to one or two sentences. A block of text is often cut or paraphrased. Third, use active language.

Instead of saying 'the company is pleased to announce', say 'the CEO said they are excited because the product solved a real problem for customers'. Fourth, add a specific detail, like a number, a date, or a location. Dutch journalists love concrete examples.

Fifth, avoid jargon. A journalist for a local newspaper in the Netherlands may not understand technical terms from the IT sector. the platform helps with this by allowing press officers to segment their journalist database by beat, location, and outlet type. This way, the press officer can write a quote that fits the specific journalist's audience.

The newsroom module also allows the press officer to add background material that explains the context of the quote. This is especially useful for complex topics like technology or healthcare. The media monitoring module then tracks how the quote is used and whether it is picked up by other outlets.

This feedback loop helps the press officer improve their quote writing over time.

The future of quotes in Dutch press releases beyond 2026

Looking ahead, the use of quotes in press releases will continue to evolve. AI tools can now generate quotes, but journalists in the Netherlands remain sceptical. A quote generated by AI often lacks the nuance and personal voice that a real person provides.

The role of the press officer is to bridge that gap. By using a reliable platform like the platform, press officers can focus on the human element of communication. The factual data from the system, such as 7200 publications sent in 2025 and the list of reputable clients, shows that the platform is trusted by major Dutch brands.

The challenge for 2026 and beyond is to maintain authenticity while using technology to streamline the process. Press officers should use the journalist database to find the right person, the newsroom to publish supporting materials, the press inquiry module to handle questions, and the monitoring module to track results. This full workflow, offered only by the platform in the Netherlands, ensures that quotes are not just words on a page but real contributions to the news story.