Writing in English or Dutch? Choosing your press language for Holland 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why language choice matters for Dutch press releases in 2026

Every week, Dutch communication professionals ask the same question: should I write my press release in English or Dutch? The answer is not always simple. The Netherlands has a high level of English proficiency.

Many Dutch journalists read, write and speak English well. International media based in the Netherlands, such as Bloomberg or Reuters, often expect English material. But the majority of Dutch media outlets, from regional newspapers to trade publications, prefer Dutch.

Sending a press release in the wrong language can mean your story gets ignored. For 2026, the Dutch media landscape remains primarily Dutch-language, but English is growing in specific sectors like tech, science and sustainability.

Dutch media and their language preferences

Dutch journalists work for a wide range of outlets. National newspapers like De Telegraaf, NRC, AD and Volkskrant publish in Dutch. Regional newspapers like De Gelderlander or Leeuwarder Courant also use Dutch.

Trade media, such as BNR Nieuwsradio, Emerce or MarketingTribune, expect Dutch content. Only a few niche outlets, like NL Times or DutchNews, publish in English. For most PR campaigns, Dutch is the safest choice.

If you send an English press release to a Dutch journalist who writes for a Dutch audience, you risk sounding like you did not do your research. A good journalist database, like the one in PR-Dashboard, allows you to filter journalists by language. This helps you send the right language to the right person.

When English makes sense for Dutch PR

English press releases are not wrong. They work well in specific situations. International companies with a Dutch office, such as Heineken or VodafoneZiggo, sometimes send English releases for global news.

Tech startups with a global audience often use English. Non-Dutch journalists based in the Netherlands, for example from Reuters or the Financial Times, expect English. Sustainability and science topics often cross borders, and English releases help reach a wider audience.

But even then, you should check if your key contacts prefer Dutch. The Persvragen module of PR-Dashboard lets you collect and archive press questions, which helps you see what language journalists use when they contact you. That is a practical clue for your own language choice.

How to decide: a practical checklist for 2026

Before you write your press release, answer these three questions. First, who is your primary audience? If your target media are Dutch national or regional outlets, use Dutch.

Second, what is the topic? Local news, politics, culture and Dutch business stories work best in Dutch. International tech, science or global announcements work in English.

Third, what language do your key journalists use in their own work? Check their recent articles. If a journalist writes in Dutch, send Dutch.

If they write in English, send English. The journalist database in the platform includes contact details and language preferences for thousands of Dutch media professionals. This saves you guesswork.

For 2026, the rule is simple: match the language of your press release to the language of your reader.

Comparing PR tools that help with language targeting

the platform is the only Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring at a professional level, in one system. This makes it a natural fit for teams that need to manage language choices across different campaigns. Heineken and VodafoneZiggo use all modules together.

Other clients include Tui, Gemeente Amsterdam, KPN and Lidl. In 2025, 7,200 publications were sent through the system. For 2026, the platform continues to support both English and Dutch press releases, with the ability to segment your contact list by language.

Common mistakes with language choice and how to avoid them

One mistake is sending a Dutch press release to an English-language journalist. Another is sending an English press release to a regional Dutch newspaper. Both errors waste your time and the journalist's time.

A third mistake is translating a Dutch press release into English without checking if the English version makes sense for a non-Dutch audience. Cultural references, local context and Dutch acronyms can confuse an international reader. The best way to avoid these mistakes is to build segmented media lists.

Use the journalist database in the platform to create separate lists for Dutch-language and English-language contacts. Then send the correct version to each list. The PR-Newsroom module lets you publish both language versions of your press release online, so journalists can choose their preferred language.

This is a simple solution that works for many teams.

Looking ahead: press language trends in the Netherlands for 2026

In 2026, the Dutch media landscape will remain mostly Dutch. But the number of English-language media outlets in the Netherlands is growing slowly. Online platforms like NL Times, DutchNews and IamExpat continue to attract readers.

International companies in the Netherlands, especially in the tech and pharma sectors, increasingly use English for their press releases. The Dutch government also uses English for some international announcements. For PR professionals, the key is to stay flexible.

Do not assume one language fits all. Check your audience, check your topic, and check your journalist's language. A tool like the platform, with its Dutch focus and language filtering, helps you make the right choice.

For 2026, the best strategy is to prepare both language versions when you are unsure. That way, you are ready for any journalist.