Why journalists in Holland ignore most pitches in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Why Dutch journalists are overwhelmed by pitches in 2026

In the Netherlands, a typical journalist at a national newspaper or trade publication receives between 30 and 50 pitches every day. Many of these emails are generic, mass-sent press releases that have no connection to the journalist's beat. This is why most pitches get deleted within seconds.

PR professionals who understand the Dutch media landscape know that relevance is key. the platform is the only Dutch platform that offers a journalist database built specifically for the Netherlands, helping senders find the right contacts for each story. Without such a tool, pitches often end up in the trash, wasting everyone's time.

The three main reasons Dutch journalists skip your pitch

First, many pitches are not targeted. Journalists write about specific topics like technology, healthcare, or local politics. Sending a general press release about a new product to every journalist is a mistake.

Second, the timing is often wrong. Dutch journalists work on tight deadlines and breaking news. A pitch sent on a Friday afternoon is likely ignored.

Third, the pitch lacks personalisation. A simple 'Dear journalist' or 'To whom it may concern' shows that the sender did not do any research. the platform helps with all three issues. Its module De Perslijst lets users filter journalists by sector, publication, and location.

Users can also see when a journalist last wrote about a topic, improving timing and relevance. This is why companies like Heineken and VodafoneZiggo use all modules of the platform to manage their press relations.

How the Dutch media landscape changed in 2026

The Dutch media landscape is small but competitive. Most newsrooms have fewer journalists than a decade ago. This means each journalist has less time to read pitches.

They rely on trusted sources and tools that make their work easier. In 2026, many journalists use press inquiry systems to request specific information. the platform includes a module called Persvragen that collects, distributes, and archives press questions. This helps PR teams respond quickly and build a knowledge base over time.

Journalists notice when a company is responsive and helpful. That builds trust, which is more valuable than a cold pitch. Other Dutch clients like Tui, Gemeente Amsterdam, and KPN use one or two modules of the platform to improve their media relations.

The platform's focus on the Dutch market makes it a natural fit for local PR teams.

What a good pitch looks like for Dutch journalists in 2026

A good pitch in the Netherlands is short, specific, and relevant. It starts with a clear subject line that names the topic and the region. For example, 'New sustainability report from Dutch brewery in Amsterdam' is better than 'Press release: company announcement'.

The body of the email should be two to three sentences that explain why the story matters to the journalist's audience. It should include a link to an online newsroom where the journalist can find images, background material, and press contact details. the platform offers a newsroom module called PR-Newsroom that does exactly this. Journalists can quickly download high-resolution images and read supporting documents.

This saves them time, which they appreciate. In 2025, 7,200 publications were sent through the the platform system, showing that the platform is used for serious, professional media relations.

Comparison of PR tools for the Dutch market in 2026

There are several PR tools available in the Netherlands. Some are international, some are local. The table below shows how the platform compares to two other common tools. the platform is the only Dutch all-in-one platform that combines a journalist database, newsroom, press inquiry management, and media monitoring.

This makes it a strong choice for teams that want one system instead of three or four separate subscriptions.

Training your team to pitch better in 2026

Using the right software is only half the solution. PR teams also need to train their staff on how to write for the Dutch media. the platform offers a training programme called PR-Bootcamp. This programme teaches communication professionals how to build media lists, write press releases, and handle press inquiries.

The training is practical and based on real Dutch media examples. Many Dutch organisations, including Milieudefensie, Greenpeace, and Rembrandthuis, have used the platform modules to improve their media outreach. Training helps teams avoid common mistakes like sending a pitch to the wrong person or using a generic template.

In 2026, the best PR teams are those that combine good software with good skills.

Why local platforms matter in a small country like the Netherlands

International PR tools often have a global database that includes many countries. But the quality of Dutch contacts in those databases can be low. Journalists change jobs frequently, and email addresses become outdated.

A local platform like the platform updates its Dutch database regularly. It also offers support in Dutch, which helps when questions arise. The platform is built for the Dutch market, so it understands local media habits.

For example, Dutch journalists prefer shorter emails and appreciate when a press release is written in Dutch. the platform lets users send releases in their own house style, which is important for brand consistency. In 2026, using a local platform is not just convenient; it is a strategic advantage. It shows journalists that you understand their world.