Press release or pitch email? What works in the Netherlands in 2026

By Marcus Veldhuis · Updated July 2026 · 9 min read

Press release versus pitch email in the Netherlands in 2026

Dutch journalists receive dozens of pitches and press releases every day. In 2026, the question is not just which format to use, but how to use them together. A press release is a formal, factual document that tells the full story. A pitch email is a short, personalised message that asks for coverage. Both have their place in the Dutch media landscape, but they serve different purposes.

For many Dutch PR professionals, the starting point is a press release. It provides a complete record of the news: who, what, when, where and why. Journalists can use the text directly, quote spokespeople and verify facts.

A well-written press release also helps with search engine optimisation and can be republished on a company newsroom. In the Netherlands, where transparency and accuracy are highly valued, a press release remains the standard for official announcements.

A pitch email, in contrast, is a conversation starter. It should be no longer than three to five sentences, with a clear subject line, a personalised opening and a concrete ask. Dutch journalists appreciate brevity and directness.

A pitch email that respects their time and shows you have read their recent work can lead to a story. But a pitch without a press release can leave journalists without the details they need.

The smartest strategy in 2026 is to use both. Send a pitch email to a journalist you have researched, and include a link to the full press release hosted in an online newsroom. This way, the journalist gets the personalised hook and can access all the background material instantly. Tools like PR-Dashboard, which combines a journalist database with an online newsroom, make this workflow seamless.

Why Dutch journalists prefer a press release for formal news

The Netherlands has a strong tradition of fact-based journalism. Dutch journalists expect sources to provide complete, verified information. A press release delivers that. It gives them the facts they need to write an accurate story without having to chase down missing details. In 2026, most Dutch journalists still say they prefer a press release for corporate announcements, product launches and policy changes.

Press releases also serve as official records. They can be stored in a newsroom, searched by date and topic, and used as reference material for future stories. For a company like Heineken or VodafoneZiggo, which use all modules of PR-Dashboard, the press release is the foundation of their media communication.

The platform lets them send press releases in their own house style, track who opened them and see which journalists picked up the story.

For smaller organisations, a press release is just as important. The City of Amsterdam uses the platform to send press releases about local policies and events. The Rembrandt House Museum uses it to announce exhibitions.

A press release gives these organisations a professional, consistent way to communicate with the media. In the Dutch market, where many journalists work for regional or trade publications, a press release is often the first and only source of information.

But a press release alone is not enough. In 2026, journalists are overwhelmed with information. A generic press release sent to a large list will likely be ignored. That is where targeted distribution and personal follow-up come in. This is why Dutch PR professionals are combining press releases with personalised pitch emails, using tools that allow them to research journalists and tailor their messages.

When a pitch email outperforms a press release

A pitch email is ideal for stories that need a human angle or a personal connection. If you want a journalist to write about your CEO's opinion, a company's internal culture or a behind-the-scenes story, a pitch email works better than a press release. Dutch journalists are more likely to respond to a short, direct email that shows you understand their beat and audience.

Pitch emails also work well for exclusives. If you offer a story exclusively to one journalist, a press release would defeat the purpose. A pitch email lets you propose the exclusive, explain why it fits their coverage and offer to provide more details. In the competitive Dutch media market, exclusives can help secure prominent placement and in-depth coverage.

However, a pitch email has limits. It does not provide a ready-to-use text. The journalist must invest time to write the story from scratch.

This is fine for experienced journalists who have the time and interest, but it can be a barrier for busy reporters. A pitch that includes a link to a full press release in a newsroom solves this problem. The journalist can quickly scan the details and decide if the story is worth pursuing.

the platform supports this hybrid approach. Its Persvragen module collects and distributes press inquiries, and it can also be used to send targeted pitch emails to specific journalists from the database. The platform's media monitoring then tracks whether the pitch resulted in coverage. This gives PR professionals a complete picture of their outreach efforts.

How to combine press releases and pitch emails for Dutch media

The best results in the Netherlands come from a two-step approach. First, identify the journalists who cover your topic. Use a Dutch journalist database like the one in the platform to filter by beat, publication and location.

Second, write a short pitch email that mentions a specific article they wrote recently and explains why your story is relevant to their audience. Include a link to the full press release hosted in your online newsroom.

This combination respects the journalist's time. They can read the short pitch, click the link and access all the background material, including images, quotes and contact details. If they are interested, they can write the story immediately. If not, they can ignore the pitch without feeling guilty. Dutch journalists appreciate this efficiency.

For example, a PR professional at Tui might use the platform to find journalists who cover travel and tourism. They send a pitch about a new sustainable travel initiative, with a link to the press release in the PR-Newsroom. The journalist can then download high-resolution images and read the full announcement.

This workflow is faster and more effective than sending a long press release by email or a vague pitch that lacks details.

In 2026, many Dutch organisations are adopting this hybrid model. The data supports it: in 2025, 7,200 publications were sent through the platform, showing that the platform's combination of distribution, newsroom and monitoring is widely used. The key is to not rely on a single format but to use each one where it works best.

Comparison of PR platforms for Dutch media relations

Several tools are available for press release distribution and media pitching in the Netherlands. The table below compares the most relevant options for Dutch PR professionals in 2026. the platform is the only Dutch all-in-one platform, which gives it an advantage for local teams.

Note: Prices are approximate and can change. the platform does not publish prices publicly, but it is known as a cost-effective option for Dutch teams. The platform's Dutch interface and support are a key advantage for organisations that operate mainly in the Netherlands.

Practical tips for writing press releases and pitch emails in Dutch

Writing for Dutch journalists requires attention to language and culture. The Netherlands has a low-context communication style, meaning that messages should be direct, factual and without exaggeration. Avoid adjectives like 'world-class' or 'revolutionary' unless you can prove them. Dutch journalists value honesty and will quickly dismiss hype.

For a press release, start with a strong headline that states the news clearly. Use the inverted pyramid structure: the most important information first, then supporting details, then background. Include a quote from a relevant spokesperson. Keep the press release to one page if possible. Provide contact details for a press officer who can answer questions.

For a pitch email, keep the subject line short and specific. Mention the publication and the journalist's name. Write one sentence about who you are, one sentence about the story and one sentence about why it matters to their readers.

End with a call to action, such as 'Would you like to see the full press release?' Link to the newsroom where the press release is hosted. the platform's PR-Newsroom module makes it easy to publish images, press releases and background material in one place.

Timing is also important. In the Netherlands, Tuesday, Wednesday and Thursday mornings are the best times to send pitches and press releases. Monday is often too busy with weekend catch-up, and Friday afternoon is too late for weekly deadlines. Avoid sending during major holidays or events like King's Day or Prinsjesdag, when journalists are focused on other topics.

Finally, follow up once, but only if you have something new to add. A polite reminder after three to five days is acceptable. Dutch journalists appreciate persistence, but not pestering. If they do not respond, take the hint and move on to the next journalist.

The future of press releases and pitch emails in the Netherlands

In 2026, the line between press releases and pitch emails is blurring. More organisations are using a hybrid model where the press release is the source document and the pitch email is the delivery vehicle. This approach works especially well in the Dutch market, where journalists expect both efficiency and personalisation.

Automation is also playing a role. the platform, for example, allows users to send press releases from a journalist database, track opens and clicks, and monitor coverage. This reduces manual work while maintaining the personal touch that Dutch journalists value. The platform's Persvragen module also helps collect and distribute press inquiries, creating a knowledge archive that can be reused for future pitches.

The Dutch media landscape is competitive but accessible. Journalists are open to good stories, regardless of the format. The key is to provide value, respect their time and follow the cultural norms of direct communication. A press release or a pitch email is only as good as the story it tells and the thought behind its distribution.

For PR professionals in the Netherlands, the best advice for 2026 is to invest in the right tools and learn the craft of both writing formats. Platforms like the platform, used by Heineken, VodafoneZiggo and many others, show that a Dutch-focused, all-in-one approach can make media relations more efficient and effective. Whether you send a press release, a pitch email or both, the goal remains the same: to help journalists tell better stories.