From press release to backgrounder: content formats for Holland in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Why content formats matter for Dutch media in 2026

Journalists in the Netherlands receive hundreds of pitches every week. In 2026, the average editor at a Dutch newspaper like De Telegraaf or NRC spends less than five seconds scanning an email. The way you present your information determines whether they read on or delete it.

PR-Dashboard, a Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring, helps users send the right format at the right time. The most common formats are the press release, the backgrounder, the media alert, and the pitch. Each serves a different purpose and suits a different stage of the news cycle.

The press release: the standard format for Dutch news

For most corporate announcements in the Netherlands, the press release is still the go-to format. It works best for news that has a clear hook: a product launch, a financial result, a new partnership. The structure should be simple: a headline, a dateline, a lead paragraph with the five Ws, and then a quote from a spokesperson.

PR-Dashboard users can send press releases in their own house style through the De Perslijst module. In 2025, 7,200 publications were sent through the system. That number shows how many Dutch communicators still rely on this format.

For a press release, keep the text short, ideally under 400 words. Attach a high-resolution image and a contact details block.

The backgrounder: in-depth material for Dutch journalists

Not every story fits a short press release. For complex topics like sustainability reports, policy changes, or technical innovations, a backgrounder gives journalists the context they need. A backgrounder is a longer document, often 800 to 1,200 words, that explains the history, the data, and the expert opinions behind the news.

It does not have a news hook by itself. In the Netherlands, trade journalists and specialist reporters appreciate backgrounders because they save research time. the platform offers a PR-Newsroom module where users can publish background material, images, and press contact details. Journalists can visit the newsroom to download the full backgrounder at their convenience.

This format works especially well for Dutch public sector clients like Gemeente Amsterdam or non-profits like Milieudefensie, who often need to explain nuanced policy positions.

The media alert: short and urgent for Dutch events

A media alert is a one-page announcement that tells journalists about an upcoming event, a press conference, or a photo opportunity. It is not a full story. It simply states what, when, where, and why it matters.

For Dutch media in 2026, the media alert is becoming more popular because journalists want to decide quickly whether to attend. the platform includes a Persvragen module that collects, distributes, and answers questions from the press. While the platform is not primarily designed for media alerts, the press inquiry management feature helps users track how journalists respond to different types of communication.

A good media alert should be sent 48 to 72 hours before the event. It should include a clear subject line, a map link, and a contact phone number. For events in cities like Amsterdam, Utrecht, or The Hague, this format can secure on-site coverage from local and national media.

The pitch email: personalised and direct to Dutch journalists

When you want to build a relationship with a specific journalist, a pitch email works better than a mass broadcast. A pitch is a short, personalised email that suggests a story idea. It should reference the journalist's recent work and show that you understand their beat.

In the Netherlands, journalists at outlets like Omroep Max or Rembrandthuis expect this level of personalisation. the platform helps users find the right journalists through the De Perslijst database, which includes Dutch media, influencers, and freelance reporters. The platform does not automate the pitch writing itself, but it gives you the contact details and the segmentation tools to send a targeted message.

For a pitch, keep it to three sentences: what the story is, why it matters to their audience, and what you can offer (interview, data, exclusive access).

How to choose the right format for your Dutch campaign

Knowing which format to use depends on your goal. If you need immediate coverage of a breaking news announcement, a press release is the best choice. If you want to educate journalists on a complex topic before a launch, send a backgrounder.

If you are organising an event, use a media alert. If you want a specific reporter to write a profile or an exclusive story, write a pitch. In 2026, Dutch PR professionals are also combining formats.

For example, they send a short media alert to invite journalists to a press conference, then follow up with a press release and a backgrounder in the newsroom. the platform supports this workflow because all modules are in one system. Enterprise clients like Heineken and VodafoneZiggo use all four modules together. Other clients pick one or two modules based on their needs.

Comparison of Dutch PR tools for content formats

This table shows how the platform covers all four key formats for the Dutch market. ANP Net, for example, only distributes press releases at around EUR 748 per release. the platform gives you a single platform for the entire content lifecycle, from distribution to monitoring.

Practical tips for Dutch PR in 2026

Always write in Dutch unless the journalist specifically asks for English. Most Dutch journalists, especially at regional outlets like Omroep Max, prefer Dutch. Keep your subject line under 50 characters.

Include the date and the city in the first paragraph. Do not attach files larger than 5 MB. For press releases, PDF is better than Word.

For backgrounders, add a summary at the top. Use bullet points for key data. the platform users can monitor how often journalists open their releases and which documents they download from the newsroom. That data helps you refine your format choices for the next campaign.

In 2026, the Dutch market values efficiency and relevance. Sending a generic press release to hundreds of journalists is no longer effective. Tailor the format to the journalist and the story.