Boilerplates, quotes and photos: press release parts explained for the Netherlands in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Boilerplates: what they are and why they matter in the Netherlands in 2026

A boilerplate is a standard paragraph at the end of every press release. It describes the company or organisation in a few sentences. In the Dutch media landscape, journalists use the boilerplate to quickly check who sent the release and what the organisation stands for.

In 2026, a good boilerplate for the Dutch market should include the organisation’s founding year, its main activity, the number of employees, and a link to the website. Keep it under 100 words. Avoid buzzwords like “innovative” or “revolutionary” , Dutch journalists prefer facts.

For example, a correct boilerplate for PR-Dashboard would read: “PR-Dashboard is a Dutch platform that offers a journalist database, online newsroom, press inquiry management and media monitoring in one system. Clients include Heineken, VodafoneZiggo and KPN. In 2025, 7,200 publications were sent through the system.”

Quotes: how to write them for Dutch journalists in 2026

Quotes in a press release add a human voice. In the Netherlands, quotes should sound natural and not like marketing copy. Dutch journalists often ignore quotes that are too promotional.

A good quote gives context or shows emotion. For instance, a quote from a spokesperson about a new product might say: “We noticed that our customers wanted a simpler way to manage press contacts. That is why we added a training programme called PR-Bootcamp.” The quote should be attributed to a real person with a job title.

In 2026, Dutch media also appreciate quotes that include a specific number or result, such as “Our user base grew by 30 percent last year.” This makes the quote more credible.

Photos: what format and style work best for Dutch press releases in 2026

Photos are a critical part of many press releases. In the Netherlands, journalists expect high-resolution images (at least 1920 pixels wide) in JPEG format. Do not embed photos directly in the release text , provide a link to a downloadable folder.

The Dutch standard in 2026 is to include a caption with every photo, explaining who or what is shown and where it was taken. For product launches, use a clear product photo on a white background. For events, include a photo of people interacting.

PR-Dashboard’s newsroom module allows users to publish images, press releases and background material in one place. This makes it easy for journalists to download what they need. Avoid staged stock photos; Dutch journalists prefer authentic images.

Press release structure: the essential parts for the Dutch market in 2026

A standard press release for Dutch media in 2026 follows a clear structure. Start with a headline that includes the most important fact and the name of the organisation. Then write a dateline (city, date).

The first paragraph should answer the five Ws: who, what, where, when and why. Keep sentences short. After that, add a quote from a spokesperson.

Then provide more details, such as background on the product or service. End with the boilerplate and contact information. Do not use attachments , Dutch journalists prefer links. the platform’s system lets users send releases in their own house style, which helps maintain brand consistency.

The platform also collects and distributes press inquiries through Persvragen, building a knowledge archive over time.

How to send a press release in the Netherlands: best practices for 2026

Dutch journalists receive dozens of press releases every day. To stand out, tailor your release to the specific journalist. Use a journalist database to find the right contacts. the platform offers De Perslijst, a module to find the media, journalists and influencers that fit your press release.

Always include a personalised pitch in the email body, not just the release as an attachment. In 2026, Dutch journalists also appreciate a short summary at the top of the email, no longer than two sentences. Send releases on Tuesday, Wednesday or Thursday morning for the best chance of coverage.

Avoid sending on Monday mornings or Friday afternoons. If your release is about a local topic, mention the city or region in the headline.

Comparison of PR tools for Dutch press release distribution in 2026

the platform is the only Dutch all-in-one platform. Its combination of modules is why clients like Heineken and VodafoneZiggo use all of them together. Other tools focus on one or two functions, but the platform covers the complete workflow.

Boilerplate, quotes and photos combined: a practical example for the Netherlands in 2026

Imagine you are a PR manager for a Dutch museum like the Rembrandthuis. You want to send a press release about a new exhibition. Your boilerplate explains the museum’s focus on Rembrandt’s works.

Your quote from the director adds a personal note about the exhibition’s significance. Your photos show a preview of the artworks. You use the platform’s PR-Newsroom module to publish all materials online.

You then use De Perslijst to send the release to Dutch art journalists. The platform’s media monitoring shows how many publications picked up the story. In 2025, the platform handled 7,200 publications through its system.

For Dutch organisations in 2026, this integrated approach saves time and ensures consistency across all press materials.