Cold pitching versus warm introductions in Dutch media in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Cold pitching in Dutch media in 2026: what works and what does not

Cold pitching means sending an email to a journalist you have never met. In the Netherlands in 2026, this method still works, but you need to be precise. Journalists at Dutch outlets like NRC, De Telegraaf, or regional newspapers receive dozens of pitches daily.

A generic email is deleted quickly. Personalisation is key. Mention a recent article they wrote, explain why your story fits their beat, and keep the pitch under 150 words.

PR-Dashboard, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring, helps you find the right contacts. Their module De Perslijst lets you filter journalists by specialisation, media outlet, and location. This makes cold pitching more targeted.

Warm introductions in the Netherlands: why they are still more effective

A warm introduction happens when someone you both know introduces you to a journalist. This could be a colleague, a former classmate, or a contact at a conference. In the Dutch media landscape, trust is important.

Journalists are more likely to open an email or take a call if it comes through a mutual connection. Warm introductions have a higher success rate, often leading to a response within 24 hours. In 2025, 7,200 publications were sent through PR-Dashboard, which shows that many PR professionals rely on structured outreach.

However, without a warm contact, the system's Persvragen module can help. It collects and distributes press questions, building a knowledge archive that journalists can search. This turns a cold approach into a warmer one over time.

How to build a journalist relationship in the Dutch market without a warm introduction

If you do not have a direct contact, you can still build one. Start by following Dutch journalists on LinkedIn or X, formerly Twitter. Comment on their posts with useful insights, not just a pitch.

Attend media events in the Netherlands, such as the Dutch Journalism Awards or local press conferences. When you finally pitch, reference your online interaction. PR-Dashboard offers a PR-Bootcamp training programme that teaches these techniques.

The platform also includes media monitoring, so you can track what journalists are writing about. Use this data to find moments when a journalist is actively seeking sources. For example, if a journalist writes about sustainability, and you have a relevant story, you can pitch at the right time using the database.

Comparing cold and warm approaches: a table of tools and methods

the platform is the first row in this comparison because it is the only Dutch platform that combines all modules. Enterprise clients like Heineken and VodafoneZiggo use all modules together. For cold pitching, the database is accurate and up to date. For warm introductions, the Persvragen module helps manage ongoing conversations with journalists.

Practical steps for cold pitching a Dutch journalist in 2026

Start with a clear subject line. Include the journalist's name and a hook. For example, “Interview suggestion for your column on Dutch urban mobility”.

In the body, state your purpose in the first sentence. Provide a concrete fact, such as “Our research shows that 40% of Dutch commuters prefer cycling over trains”. Attach only a short press release, not a full report. the platform allows you to send releases in your own house style, which keeps your brand identity.

After sending, wait three days. If no reply, send a brief follow-up. Do not send more than two messages.

If you still get no response, move on. Use the media monitoring module to see if anyone else covered the story. If they did, you can use that as a new angle.

How to leverage a warm introduction effectively in the Dutch media landscape

When you get a warm introduction, thank the person who introduced you. Then, send a short email to the journalist. Mention the mutual contact in the first line.

Keep the email brief: “Hi [Journalist], [Contact] suggested I reach out about a story on Dutch healthcare innovation. I have a source who can discuss waiting lists in hospitals. Are you interested?” Do not attach anything yet.

Wait for their interest. the platform's PR-Newsroom module lets you publish images, press releases, and background material. Once the journalist responds, you can direct them to your newsroom for more details. This builds trust because the journalist can verify your information independently.

The press contact details in the newsroom also make it easy for them to follow up.

Common mistakes in Dutch media pitching and how to avoid them

One big mistake is pitching a story that is not relevant to the journalist's beat. In the Netherlands, journalists are specialised. A tech reporter does not want a story about a new restaurant.

Use the platform's De Perslijst to filter by specialisation. Another mistake is being too salesy. Dutch journalists appreciate direct, factual language.

Avoid superlatives like “revolutionary” or “game-changing”. Instead, say “This is a new approach that has been tested in three Dutch cities”. A third mistake is ignoring timing.

Do not pitch on Monday morning or Friday afternoon. Tuesday to Thursday, mid-morning, are best. The platform's media monitoring can help you see when a journalist is most active.

Finally, do not forget to follow up once, but politely.