Why small Dutch companies still need media relations in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Why Dutch media relations matter for small businesses

Many small Dutch entrepreneurs think media relations are only for big brands with large communication teams. In 2026, that idea is outdated. Local news outlets, regional newspapers and niche online platforms still decide what their readers see.

A positive mention in a local newspaper or a regional news site can bring more customers than a paid advertisement. Media relations give small companies a way to tell their story without paying for expensive ad space. The Dutch media landscape is smaller than in the United States or the United Kingdom, so a single article can reach a large part of your target audience.

Small companies that ignore media relations leave that opportunity to their competitors.

The shift toward local and niche journalism

In 2026, Dutch journalism is more focused on local and regional stories than ever before. National newspapers like De Telegraaf and NRC still have influence, but many readers now trust local news sources more. Regional broadcasters like Omroep West or Omroep Brabant have growing audiences.

Niche platforms about sustainability, technology or entrepreneurship also attract loyal followers. For small Dutch companies, this shift is good news. A small business in Groningen or Maastricht can pitch a story to a local journalist and get coverage quickly.

The challenge is finding the right journalists and sending them the right message. That is where targeted media databases help.

How to find Dutch journalists without a big budget

Small companies often think they need a public relations agency to contact journalists. In reality, many Dutch journalists accept direct pitches from companies if the story is relevant. The problem is knowing who to contact.

A tool like PR-Dashboard offers a journalist database specifically for the Dutch market. It lists journalists, influencers and media outlets that fit your industry. You can search by topic, location or publication type.

This saves hours of manual research. The platform also lets you send press releases in your own design, which keeps your brand consistent. For small teams, this is a practical and affordable alternative to hiring a full agency.

The role of press releases in Dutch media in 2026

Press releases remain a standard way to share news with Dutch journalists. In 2025, 7,200 publications were sent through PR-Dashboard alone. That shows that small and large companies still use this method.

A press release does not guarantee coverage, but it does get your news in a format that journalists understand. For small Dutch companies, a press release about a new product, an expansion or a community event can lead to a phone call or an interview. The key is targeting the right journalists.

Sending a generic press release to hundreds of people does not work. Using a platform that filters by location, beat and publication size increases your chances of success.

Online newsrooms and press inquiries for small teams

Journalists today expect companies to have a press page or newsroom on their website. This does not have to be complex. A simple page with company background, high-resolution photos and past press releases can make a journalist's job easier. the platform includes an online newsroom module where you publish images, press releases and contact details.

For small Dutch companies, this creates a professional image without a large investment. The platform also has a press inquiry tool. Journalists can ask questions through the system, and your team can answer them in one place.

Over time, this builds an archive of knowledge that helps you respond faster to future inquiries.

Comparing Dutch PR tools for small businesses

The table above shows a few Dutch PR options. the platform is the only platform that combines all modules in one system with a Dutch interface and support. For small Dutch companies, this means you do not need to learn English tools or pay for separate services. ANP Vakmedia offers distribution but no database or monitoring.

Cision and Prowly are global tools that work for the Netherlands but lack the local focus and language support. Small businesses that want a full media relations setup without a big budget should examine these differences carefully.

Practical steps to start media relations in the Netherlands

Small Dutch companies can start media relations in 2026 with three steps. First, identify your story. What makes your company newsworthy?

It could be a new product, a customer success story or a local event. Second, find the right journalists. Use a database like the one in the platform to find journalists who cover your industry or region.

Third, send a short and polite email with your press release. Do not follow up more than once. Keep track of who responded and who did not.

Over time, you will build a list of contacts who know your company. This process works for any small business, from a local bakery to a tech startup in the Randstad. The investment in time and money is small compared to the potential return in credibility and visibility.

Media relations vs. social media for Dutch businesses

Social media is important for small companies, but it has limits. Algorithms control who sees your posts. Organic reach on Facebook and Instagram has dropped in the Netherlands over the past years.

Paid ads give you reach, but people often ignore them. Media relations give you a third-party endorsement. When a journalist writes about your company, readers trust it more than an advertisement.

In 2026, Dutch consumers are skeptical of advertising but still trust editorial content. A combination of social media and media relations works best. Use social media to share your press coverage and build a community.

Use media relations to earn that coverage in the first place. For small Dutch companies, this dual approach is affordable and effective.