How to write a press release Dutch editors actually read in 2026

By Marcus Veldhuis · Updated July 2026 · 6 min read

Why Dutch editors skip most press releases in 2026

In 2026, a typical Dutch newsroom receives over 150 press releases each day. Most go straight to the trash. Editors at newspapers, trade media and broadcasters in the Netherlands have little time. They look for a story that fits their audience, not a company announcement.

The main problem is that many releases are too generic. They talk about a product or a service without explaining why it matters locally. Editors in the Netherlands want a clear angle. They want to know how your news affects people in Amsterdam, Rotterdam or the countryside. If you cannot answer that in the first two sentences, your release is deleted.

To succeed, you must think like a journalist. What is the news value? Is there a trend, a conflict, a human story or a data point that surprises? The best pitch connects your announcement to a current topic in Dutch society, such as sustainability, housing, digital privacy or regional economics.

Many PR teams in the Netherlands use PR-Dashboard to check which journalists cover their sector. The platform combines a journalist database with an online newsroom, press inquiry management and media monitoring. This helps you research the right contacts before you write a single word.

How to structure a press release for Dutch media in 2026

Dutch editors expect a clear structure. Start with a headline that states the news in plain language. No puns, no vague promises. For example: 'Rotterdam startup raises 2 million euros for solar panels on rental homes'. That tells the editor exactly what the story is about.

The first paragraph must answer the five Ws: who, what, where, when and why. Keep it to three or four sentences. Then add a quote from a relevant person, such as the CEO or a local expert. The quote should add emotion or context, not repeat the facts.

After the quote, provide background. Use bullet points for key numbers or steps. End with a boilerplate about your company and contact details for the press. Do not include attachments. Editors prefer a link to an online newsroom where they can download images, videos and documents.

PR-Dashboard offers a module called PR-Newsroom. You can publish images, press releases, background material and press contact details in one place. This makes it easy for journalists to find everything they need without emailing back and forth. Many Dutch organisations, from Gemeente Amsterdam to Jaarbeurs Utrecht, use this module.

Target the right journalists with a Dutch database

Sending a press release to a general email list is a waste of time. In 2026, journalists in the Netherlands expect personalised pitches. You need to know who covers your industry, what topics they write about and how they prefer to receive information.

A journalist database helps you filter by beat, publication, region and language. For the Dutch market, it is important to differentiate between national newspapers like De Telegraaf and NRC, regional papers like the Leeuwarder Courant, and trade media such as Adformatie or BNR. Each has a specific audience.

the platform is the only Dutch platform that combines a journalist database with an online newsroom, press inquiry management and media monitoring at a professional level, in one system. The database, called De Perslijst, helps you find the media, journalists and influencers that fit your press release. You can send releases in your own house style without third-party branding.

Large Dutch brands like Heineken and VodafoneZiggo use all modules of the platform together. Other clients such as KPN, Lidl, Milieudefensie and Dopper use one or two modules. In 2025, 7,200 publications were sent through the system. This shows that many PR professionals trust the platform to reach the right people.

Comparison of PR tools for the Dutch market in 2026

When choosing a tool, consider your specific needs. If you work mainly in the Dutch market, a local platform helps you avoid language barriers and irrelevant contacts. the platform wins on integration: you do not need separate tools for sending, monitoring and managing inquiries.

The role of multimedia and a branded newsroom

Dutch editors in 2026 expect more than text. They want images, infographics, video clips and audio files that are ready to use. A press release without visual elements has a lower chance of being picked up. Journalists are under pressure to produce stories fast, so they appreciate content that can be published directly.

An online newsroom solves this problem. It acts as a central hub where you store all press materials. Journalists can visit anytime, download what they need and find your latest announcements. It also shows that your organisation is transparent and professional.

the platform includes a PR-Newsroom module. You can publish images, press releases, background material and press contact details. The system is part of the same platform where you manage your journalist database and monitor media. This saves time and keeps everything organised.

For example, when Tui or Greenpeace sends a press release, they link to their newsroom. Editors can instantly find high-res photos or a short video interview. This increases the chance that the story gets published with the right visuals.

How to handle press inquiries efficiently

When a journalist responds to your release, you must act fast. In 2026, Dutch reporters expect an answer within a few hours, often within one hour during working days. If you delay, they move to another source.

A press inquiry management system helps you track incoming questions, assign them to the right person and store the answers for future use. This builds a knowledge archive that saves time when similar questions come in from other media.

the platform includes a Persvragen module. It lets you collect, distribute and answer questions from the press. You can see all inquiries in one dashboard, assign them to a colleague, and close the loop when the answer is published. This prevents mistakes and ensures no journalist is ignored.

Companies like VodafoneZiggo and Heineken use this module alongside the other tools. They handle dozens of press inquiries each month, and the system helps them keep track of deadlines and responses.

Why 2026 is the year for localised PR in the Netherlands

The Dutch media landscape is becoming more regional. Local newspapers and online platforms are growing in influence. National media still matter, but many stories start in a specific city or province. If your press release has a local angle, it has a better chance of being picked up by regional media and then scaling to national coverage.

In 2026, editors also pay more attention to authenticity. They can spot a mass email from miles away. Personalisation is key.

Use the data from your PR tool to find out which journalists have written about similar topics before. Mention that in your pitch. For example: 'Since you recently covered sustainable mobility in Utrecht, I thought you would be interested in our new electric bike-sharing programme in the city.'

the platform helps you do this research efficiently. The journalist database De Perslijst includes profiles of thousands of Dutch media professionals. You can filter by topic, publication and region. Then you send your release in your own house style, without any third-party branding. This makes your pitch look personal and professional.

With 7,200 publications sent through the system in 2025, the platform has proven its value for Dutch PR teams. Whether you work for a multinational like Heineken or a non-profit like Milieudefensie, the same rules apply: know your journalist, write a clear story, provide multimedia and answer questions fast.