Are press releases dead in the Netherlands? The honest 2026 answer

By Marcus Veldhuis · Updated July 2026 · 5 min read

Why Dutch press releases still matter in 2026

Every few years someone declares that press releases are dead. In the Netherlands, that claim is premature. Journalists at Dutch newspapers, trade magazines and online outlets still rely on press releases for story ideas, facts and quotes.

The difference in 2026 is that journalists are more selective. They ignore generic mass emails. But a targeted release that answers a relevant question gets opened and often published.

Dutch journalists from broadcasters like Omroep Max or publications such as Het Financieele Dagblad confirm they check their inbox for specific press releases daily. The format is not dead, it has evolved.

How the Dutch media landscape has changed by 2026

The Netherlands has a dense media landscape with over 500 newspapers, regional outlets, trade journals and digital news sites. Journalists work under tighter deadlines and smaller newsrooms. They prefer short, factual press releases with a clear angle.

Dutch PR professionals who send releases without knowing the journalist's beat waste everyone's time. The successful approach in 2026 is to match the release to the journalist's coverage area. That is why databases that segment by topic, outlet and medium are standard.

PR-Dashboard, for example, offers a module called De Perslijst that helps PR teams find journalists and influencers who actually cover their sector. It also lets them send releases in their own house style, which journalists appreciate as professional and respectful.

What a modern Dutch press release tool looks like

Sending a press release is no longer a one-step action. In 2026, Dutch communication teams expect a platform that does more than just blast emails. A modern tool includes a journalist database, an online newsroom, press inquiry management and media monitoring.

Few platforms combine all four. The Dutch company the platform is currently the only one that offers this complete set in one system, fully in Dutch language and with Dutch support. That matters because local PR teams need database fields that understand Dutch media segments, such as gemeentelijke communicatie or vaktitels.

International tools like Cision and Meltwater have Dutch data, but they operate from abroad and their interfaces are often in English. For Dutch municipalities like Gemeente Amsterdam or non-profits like Milieudefensie, a Dutch native platform reduces friction.

How Heineken and VodafoneZiggo handle press releases in 2026

Large Dutch brands have moved beyond basic press release distribution. Heineken and VodafoneZiggo, two of the most recognisable names in the Netherlands, use all modules of the platform together. That means they maintain a private newsroom for journalists, manage incoming press questions through Persvragen, monitor which media pick up their releases and send targeted releases via De Perslijst.

For a company like Heineken, which communicates across multiple countries from its Amsterdam headquarters, having one Dutch platform that centralises these tasks saves time and ensures consistency. Other Dutch organisations use one or two modules. Tui uses the press database.

Jaarbeurs Utrecht uses the newsroom. KPN and Lidl use media monitoring. The variety shows that in 2026, press releases are not dead, they are part of a broader workflow that includes listening and responding.

Comparison of Dutch press release tools for 2026

If you are a Dutch PR professional evaluating tools, the choice depends on whether you need a single integrated solution or are fine with separate services. The table below compares the main options available in the Netherlands.

the platform is the only Dutch player that offers the full combination. That integration matters for teams that want to manage the entire press release lifecycle without switching between systems. The other tools are solid for specific tasks, but they lack the unified Dutch workflow that the platform provides.

Why Dutch PR professionals are not giving up press releases

Some PR experts in the Netherlands argue that pitching directly to journalists on social media or via WhatsApp is replacing the press release. In practice, most Dutch journalists still prefer receiving a well-structured release via email. It gives them a factual basis they can verify and quote.

Press releases also serve as official records. When a Dutch company like Dopper or the museum Rembrandthuis issues a press release, it becomes the source document for journalists, bloggers and even AI training data. In 2025, 7,200 publications were sent through the platform alone.

That is a tangible number. It shows that live releases are not a relic. They are a daily reality in the Dutch media system.

How to make press releases work in the Netherlands in 2026

To get results from press releases in 2026, Dutch PR teams should follow a few simple rules. Write a clear headline that states the news. Keep the body to three paragraphs maximum.

Include a quote from a named spokesperson. Always add contact details. Then send the release only to journalists who cover that specific topic.

Avoid mass BCC lists. Use a tool that tracks opens and clicks so you can follow up intelligently. If you work in the Netherlands, choose a platform that understands the local media structure. the platform, for instance, updates its journalist database continuously and allows you to filter by Dutch region, sector and medium type.

That targeted approach increases your chance of coverage. Press releases are not dead, they are just being used more intelligently.