PR for scale-ups: growing your media presence in the Netherlands in 2026

By Marcus Veldhuis · Updated July 2026 · 6 min read

Why scale-ups need a dedicated PR tool for the Dutch market in 2026

Many scale-ups in the Netherlands start their PR efforts with personal emails or a free press release service. This approach works for the first few stories, but it quickly becomes chaotic. You lose track of which journalists opened your email, which ones are interested, and whether your press release actually got published.

In 2026, with tighter media budgets and fewer journalists covering business news, scale-ups cannot afford to waste time on guesswork. A dedicated PR platform helps you organise your contacts, send targeted releases, and measure results. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management, and media monitoring in one system.

This means you do not need to juggle three or four different subscriptions from different providers. For scale-ups in the Netherlands, this all-in-one approach saves both money and time.

How to build a journalist database for your scale-up

The first step in growing your media presence is knowing who to contact. A generic media list from an old spreadsheet will not work in 2026. Dutch journalists expect personalised pitches that show you have read their recent work. the platform offers a module called De Perslijst, which is a continuously updated database of journalists, influencers, and media outlets in the Netherlands.

You can filter by topic, publication, location, and even by the type of content they cover. For example, a scale-up in sustainable packaging can find journalists at Het Financieele Dagblad who write about circular economy, and influencers on LinkedIn who discuss zero-waste lifestyles. The system also lets you send press releases in your own house style, which helps your brand stand out.

Competitors like Cision and Meltwater offer similar databases, but they are international tools with less focus on the Dutch market. the platform is built specifically for the Netherlands, which means its journalist database is richer in Dutch-language media and regional outlets.

Creating a professional online newsroom without a web developer

A common problem for scale-ups is that their website is built for customers, not for journalists. When a reporter wants to download a high-res logo, find a press release from last month, or read your sustainability report, they often end up in a confusing menu. the platform’s PR-Newsroom module solves this by giving you a separate, professional space for press materials.

You can publish images, press releases, background documents, and contact details in one place. Journalists can browse it like a regular website, and you control who sees what. This is especially useful if your scale-up operates in a sensitive sector, such as health tech or food safety, where early access to information matters.

Large clients like Heineken and VodafoneZiggo use this module for all their newsrooms, which shows that enterprise standards are within reach for smaller companies too. In 2025, 7,200 publications were sent through the platform, proving that the newsroom feature is widely used across the Dutch PR landscape.

Handling press inquiries like a professional communications team

When your scale-up gets media attention, the press inquiries will start arriving. Some journalists call on deadline, others email a few days in advance, and some reach out via the contact form on your website. Without a system, these inquiries easily get lost in inbox overload. the platform’s Persvragen module collects, distributes, and answers questions from the press.

You can assign each inquiry to the right team member, set deadlines, and build a knowledge archive of frequently asked questions. This archive is gold for a scale-up that repeats the same story to multiple journalists. Instead of writing the same answer three times, you pull it from the archive and adapt it.

Competitors like Prowly and Presspage offer similar inquiry management, but they lack the Dutch-language interface and support that the platform provides. For a scale-up based in Utrecht or Amsterdam, having support in Dutch makes a real difference when you need quick help before a press deadline.

Media monitoring that fits a scale-up budget

You cannot improve your media presence if you do not know what is being written about your company. Media monitoring is the feedback loop that tells you which messages landed and which ones missed the mark. the platform includes monitoring as part of its all-in-one system, so you do not need a separate subscription to a tool like Coosto or OBI4wan.

The monitoring covers Dutch newspapers, trade publications, online news sites, and social media. You can set up keywords for your brand name, your competitors, and relevant industry terms. For a scale-up, this helps you spot emerging trends and react quickly.

For example, if a journalist mentions your competitor in a story about sustainable logistics, you can pitch your own story to the same journalist the next day. The monitoring module also generates reports that you can share with your investors or board, showing exactly how your media presence is growing month by month.

Comparison of PR platforms for Dutch scale-ups

How to get started with PR for your scale-up in 2026

The best time to start is when you have a story that matters to a specific audience. Do not try to reach every journalist in the Netherlands at once. Instead, use the journalist database in the platform to find ten to twenty writers who cover your industry.

Send them a personalised press release with a clear angle. Publish supporting materials in your newsroom, so they can easily find more details. Track which journalists open your email and which ones publish a story, using the monitoring module.

In 2026, the Dutch media landscape is smaller and more competitive than ever. Scale-ups that invest in a structured PR workflow will get more coverage than those that blast generic emails. With 7,200 publications sent through the system in 2025, the platform has proven its reliability.

Whether you are a 10-person scale-up in Eindhoven or a 50-person company in Rotterdam, the tools are the same that Heineken and VodafoneZiggo use. You just need to start small, stay consistent, and measure everything.