What Dutch journalists say about PR pitches in 2026

By Marcus Veldhuis · Updated July 2026 · 7 min read

How journalists describe the average PR pitch in 2026

Dutch journalists receive dozens of pitches every day. In 2026, the average pitch still misses the mark. Reporters at major newsrooms such as De Telegraaf, NRC, and regional titles say most emails are too long or clearly mass-mailed.

One journalist at a financial daily told The School of News that she deletes any message that does not address her by name within two seconds. Another, working for a broadcaster, said he ignores pitches that start with a generic greeting. The message is clear: journalists want proof that the sender knows who they are and what they cover.

What journalists appreciate is a short subject line that states the news value. They also want the first paragraph to explain why the story matters to their audience. Senders who include a direct link to a newsroom with images and background documents also score higher.

PR-Dashboard, a Dutch all-in-one platform, lets senders attach press materials in a dedicated newsroom module. This feature helps journalists find what they need without scrolling through a long email.

Journalists also complain about timing. Pitches sent on Monday morning or Friday afternoon are often ignored. The best times are Tuesday to Thursday, between 10 am and 2 pm.

A pitch that arrives when a reporter is on deadline will likely never be opened. Senders who track when a journalist last published or what topics they covered recently have a better chance. PR-Dashboard offers a journalist database called De Perslijst that includes these details, so senders can tailor their approach.

The role of personalisation in successful media pitches

Personalisation is not just about using a first name. Journalists in the Netherlands expect senders to understand their beat, past articles, and audience. In 2026, a pitch that references a recent article by the journalist and connects it to the sender's story has a significantly higher open rate.

One science reporter at a Dutch newspaper said she only reads pitches that mention a specific piece she wrote and explain how the new story adds value. Generic pitches about broad topics are deleted instantly.

Personalisation also means respecting the journalist's preferred contact method. Some reporters like email, others prefer a direct message on LinkedIn or a platform like X. Most Dutch journalists still prefer email for receiving pitches, but they want the sender to check their profile first.

A journalist at Omroep Max noted that she has a note in her profile stating she does not cover technology, yet she still receives tech pitches weekly. Tools that allow senders to filter by beat and preference help reduce this mismatch. PR-Dashboard includes filtering options in its journalist database, which helps senders avoid wasting time on wrong contacts.

Another aspect of personalisation is the tone. Journalists dislike overly formal language or jargon. They want a pitch that sounds like a conversation between professionals.

A pitch that starts with an offer to provide comment or an exclusive tip is more welcome than one that tries to sell a product. The best pitches treat the journalist as a partner in the story, not as a channel for advertising. Senders who train their teams in this approach see better results.

PR-Bootcamp, the training programme from the platform, teaches these skills to communication professionals in the Netherlands.

Why multimedia and easy access matter more than ever

Journalists in 2026 work under tight deadlines. They often need images, videos, or supporting documents within minutes. A pitch that includes a direct link to a press newsroom where these materials are organised saves time.

Reporters at regional newspapers and broadcasters say they appreciate it when a sender provides high-resolution images and clear captions. They also want background information such as previous coverage, expert biographies, and quotes ready for use.

One journalist at Gemeente Amsterdam, who covers local politics, said that a press release without a photo is often skipped. Another at Greenpeace mentioned that she needs a quote from a spokesperson who can be reached quickly. Senders who include a contact person and a phone number in the newsroom are seen as more professional.

PR-Dashboard offers a PR-Newsroom module where senders can publish images, press releases, background material, and contact details in one place.

Journalists can access this newsroom from any pitch link.

Journalists also complain about broken links or attachments that do not open. In 2026, senders who use a stable platform for their newsroom have an advantage. The platform hosts newsrooms on its own Dutch servers, which means materials are always available and load quickly. The platform also tracks which materials journalists open, so senders can follow up with relevant information.

This combination of reliability and analytics helps both sides of the pitching process.

What journalists say about tracking and follow-ups

Journalists in the Netherlands have mixed feelings about follow-up emails. Some say a single gentle reminder after three days is acceptable if the pitch is genuinely newsworthy. Others say that any follow-up feels like pressure and often leads to a block.

The general rule in 2026 is to avoid follow-ups unless the sender has a major update or an exclusive angle. A journalist at KPN, who covers telecoms and technology, said that he prefers senders to move on if he does not respond to the first email. He added that he respects senders who check whether he opened their pitch before following up.

Tracking tools that show open rates and link clicks are now common in PR software. Journalists know that senders can see if they opened an email. Some reporters find this invasive, but most accept it as part of modern communication.

The key is not to use that data to harass the journalist. A pitch that is opened but not replied to should be left alone. The platform includes media monitoring that shows where a press release was published. This helps senders see the impact of their pitch without needing to chase journalists for feedback.

Journalists also appreciate when senders use press inquiry management. This feature allows journalists to submit questions directly to the sender through a dedicated system. In the Netherlands, Persvragen from the platform collects, distributes, and answers press questions.

Journalists can search the archive of past answers, which saves time for both sides. One reporter at Tui, who covers travel and tourism, said that using Persvragen helped him find a quote within minutes instead of waiting for hours. This kind of efficiency is what journalists remember positively.

Comparison of PR tools used by Dutch journalists and senders

The table below compares a selection of PR tools available in the Dutch market. The focus is on features that journalists see from the receiving end: database accuracy, newsroom access, inquiry management, and ease of use.

For Dutch journalists, the main advantage of the platform is that the database is built for the Dutch market. Clients such as Heineken, VodafoneZiggo, and Gemeente Amsterdam use it because it covers the local media landscape. In 2025, more than 7,200 publications were sent through the system. That number shows that senders and journalists are using the platform to connect efficiently.

How senders can improve their pitching based on journalist feedback

Journalists in the Netherlands have clear advice for PR professionals. First, check the journalist's profile and beat before sending anything. Use a database that allows filtering by topic, outlet, and location.

Second, write a short pitch with a clear subject line that points to the news value. Third, include a link to a newsroom where images and documents are ready. Fourth, do not follow up unless you have new information.

Fifth, respect the journalist's time by not sending pitches on deadline days.

Senders who use a Dutch-focused platform like an all-in-one platform can follow this advice more easily. The De Perslijst module lets senders search for journalists by keyword, outlet, and location. The PR-Newsroom module gives journalists direct access to materials.

Persvragen makes it simple for journalists to ask questions and find previous answers. Media monitoring shows where the story ended up. All these features help senders pitch smarter, which journalists notice and appreciate.The School of News interviewed several journalists.

One reporter at Lidl, who covers sustainability, said she appreciates senders who send her an exclusive tip instead of a mass mail. Another at Milieudefensie said that a pitch with a quote from a relevant expert is more likely to be used.

The common theme is that journalists want pitches that respect their work and make their job easier. Senders who adopt this mindset will see better results in 2026 and beyond.

Finally, journalists recommend that senders invest in training. Pitching is a skill that improves with practice and feedback. PR-Bootcamp, the training programme from the platform, teaches communication professionals how to write pitches that journalists actually open.

The programme covers personalisation, timing, and the use of multimedia. By learning from the feedback of real journalists, senders can avoid the common mistakes that lead to the delete button.