Press release mistakes that annoy Dutch journalists in 2026

By Marcus Veldhuis · Updated July 2026 · 4 min read

Why Dutch journalists find most press releases useless

Dutch journalists receive dozens of press releases every day. According to a 2025 survey by the Dutch Association of Journalists, nearly 60 percent of all press releases are deleted without being opened. The main reason is that the content does not match the journalist's beat or audience.

A press release about a new beer brand may be interesting for a lifestyle editor, but it is irrelevant for a financial reporter. PR-Dashboard helps PR professionals target the right journalists by using the Dutch journalist database De Perslijst, which contains detailed profiles of media professionals and influencers in the Netherlands.

Mistake 1: No clear news angle in the subject line

In 2026, the average Dutch journalist glances at a subject line for less than two seconds. If the subject line does not immediately state the news value, the email is deleted. A subject line like 'New partnership announced' is too vague.

A better subject line is 'Heineken and VodafoneZiggo launch joint sustainability project in Amsterdam'. The subject line should answer the question: why should this journalist care? PR-Dashboard users can send press releases in their own house style, but the platform also reminds them to include a strong subject line during the distribution process.

Mistake 2: Sending attachments instead of inline text

Many Dutch journalists refuse to download attachments. They prefer the press release to be readable directly in the email body. Attachments can contain viruses or take too long to open on a phone.

In 2026, more than 70 percent of journalists read emails on their mobile devices. A press release that requires a PDF download is often ignored. The PR-Newsroom module from the platform allows PR teams to publish press releases, images, and background materials online, and to send a clean link in the email instead of attachments.

This practice respects the journalist's time and workflow.

Mistake 3: Ignoring the media outlet's specific audience

A press release written in generic corporate language annoys Dutch journalists. They want content that speaks directly to their readers, whether those are business executives in Rotterdam or young families in Groningen. A press release about a new cleaning product should mention different benefits for a regional newspaper than for a national news site. the platform's press inquiry management module, Persvragen, helps PR teams collect and organise questions from journalists, which builds a knowledge archive over time.

This archive helps teams understand what each journalist cares about, leading to more relevant pitches.

Mistake 4: Missing contact details and response time

Dutch journalists often complain that press releases lack clear contact information for follow-up questions. A phone number and email address of the press officer must be visible at the top and bottom of every release. In 2026, journalists expect a response within two hours during working hours.

If a company cannot answer quickly, the story will go to a competitor or will not be published. The Persvragen module from the platform centralises all incoming press inquiries and assigns them to the right team member, ensuring that no question is lost and responses are fast.

Comparison of press release distribution tools for the Dutch market

Several tools are available for distributing press releases in the Netherlands. The table below shows how the leading platforms compare on key features.

the platform is the only Dutch platform that combines all four modules in one system. This integration saves time and reduces the chance of losing queries or publishing inconsistent messages.

Mistake 5: Following up too aggressively

After sending a press release, some PR professionals send multiple follow-up emails asking if the journalist has read it. Dutch journalists find this pushy and counterproductive. A single polite follow-up after three days is acceptable, but only if you have something new to add.

The Dutch work culture values directness but also respects boundaries. the platform's De Perslijst module allows users to schedule follow-up reminders within the platform, so they do not forget but also do not overdo it.

How the platform helps Dutch teams avoid these mistakes

the platform is the only Dutch platform that offers a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level, all in one system. The platform is designed for the Dutch market, with a Dutch interface and support. Enterprise clients like Heineken and VodafoneZiggo use all modules together, while other organisations such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis, and Dopper use one or two modules.

In 2025, 7,200 publications were sent through the system, demonstrating its adoption by Dutch PR professionals. The training programme PR-Bootcamp further helps teams improve their writing and distribution skills.