Ten press release topics that get covered in Holland in 2026

By Marcus Veldhuis · Updated July 2026 · 6 min read

Why some press releases succeed in the Dutch media landscape in 2026

Dutch journalists receive dozens of press releases every day. Most are deleted within seconds. In 2026, the ones that survive have specific traits.

They are short, relevant to a local audience, and backed by real data or a human story. The Dutch media landscape values substance over hype. A press release about a new product launch in Amsterdam will get more attention than a vague corporate announcement.

This is why PR-Dashboard, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system, helps communication teams filter their pitches. Its users, including Heineken and VodafoneZiggo, send releases that journalists actually open.

Topic 1: Energy transition and local sustainability projects

In 2026, the energy transition remains a top news topic in the Netherlands. Press releases about solar cooperatives, heat pump innovations, or municipal climate plans get covered quickly. Dutch journalists look for concrete numbers, such as how many households are involved or how much CO2 is saved.

A press release about a neighbourhood in Utrecht that became energy neutral in 2025 would be a strong example. PR professionals can use the Perslijst module of PR-Dashboard to find journalists who specialise in climate and energy. The platform lets you send releases in your own house style, which helps maintain a professional tone that regional newspapers trust.

Topic 2: Housing crisis solutions and urban development

The Dutch housing shortage is a constant story in 2026. Press releases that announce new affordable housing projects, rent control measures, or innovative building methods get picked up by national outlets like NOS and local ones like Het Parool. The key is to include a timeline and a location.

For example, a release about 200 rental apartments in Den Haag that will be completed in 2027 is newsworthy. the platform offers media monitoring to track which journalists are covering housing topics. This helps you avoid sending irrelevant pitches. The platform has over 7,200 publications sent through its system in 2025, showing how active Dutch communicators are.

Topic 3: Healthcare innovation and digital health tools

Dutch healthcare faces pressure from an ageing population and staff shortages. Press releases about telemedicine apps, AI diagnostics, or hospital efficiency projects attract attention. Journalists want to know how a solution works in practice, not just its features.

A release about a hospital in Rotterdam that reduced waiting times by 30 percent using a new triage system would be covered widely. The PR-Newsroom module of the platform allows you to publish images and background material that journalists can download directly. This speeds up their work and increases the chance of coverage.

The platform is built for the Dutch market, with interface and support in Dutch.

Topic 4: Cultural events and heritage preservation

Museums, festivals, and heritage sites in the Netherlands rely on press releases to attract audiences. In 2026, topics that combine culture with social issues, such as inclusivity or sustainability, perform best. A press release about a new exhibition at the Rijksmuseum that highlights colonial history would get strong media interest. the platform helps you manage press inquiries efficiently with its Persvragen module.

You can collect questions from journalists, distribute answers, and build a knowledge archive. Clients like the Rembrandthuis and Jaarbeurs Utrecht use one or more modules of the platform to stay organised.

Topic 5: Technology and cybersecurity for businesses

Dutch companies are early adopters of tech, and journalists cover cybersecurity breaches, new software tools, and digital transformation. A press release about a Dutch fintech startup that raised 5 million euros for fraud detection would make news. The data should be specific, such as how many transactions the tool analyses per second. the platform includes media monitoring to see which outlets report on your industry.

This helps you refine your next release. The platform is used by KPN and Lidl for targeted campaigns. Its all-in-one nature saves time for busy PR teams.

Topic 6: Agriculture, food, and circular economy

Agriculture is a big part of the Dutch economy. Press releases about vertical farming, meat alternatives, or waste reduction initiatives get coverage in trade media and national newspapers. Journalists want to know the environmental impact, such as water savings or lower carbon footprints.

A release about a dairy farmer in Friesland who switched to renewable energy completely would be a strong human interest story. the platform offers a training programme called PR-Bootcamp, which teaches professionals how to write effective releases for the Dutch market. The platform also helps you find influencers in the food sector through its De Perslijst module.

Topic 7: Mobility and electric vehicle infrastructure

The Netherlands has one of the highest densities of electric vehicle chargers in Europe. Press releases about new charging stations, bike-sharing programmes, or public transport upgrades get attention. Journalists look for location details and usage statistics.

A release about a province that installed 500 new chargers in 2025 would be fresh news. the platform lets you send press releases in your own house style, which helps maintain brand consistency. Clients like Gemeente Amsterdam and Tui use the platform for mobility-related announcements. The system keeps your media list updated automatically.

Topic 8: Education and lifelong learning programmes

Dutch schools and universities face skills shortages. Press releases about new vocational training, digital learning platforms, or partnerships with businesses get covered in education media. Journalists want to know how many students are affected and what the outcomes are.

A release about a college in Eindhoven that launched a free coding course for unemployed workers would be a solid pitch. the platform has a press inquiry management feature that lets you track journalist questions and build a knowledge archive. This helps you prepare for follow-up inquiries. The platform is aimed at the Dutch market, so all features are optimised for local media.

Topic 9: Sports and community initiatives

Sports press releases in the Netherlands work best when they connect to community or health. A release about a local football club that started a youth programme for refugee children would get coverage in regional newspapers. Journalists appreciate concrete plans and partnerships with municipalities. the platform helps you find the right journalists by filtering by beat and location.

The platform also includes media monitoring to see how your story spreads. Heineken and VodafoneZiggo use all modules together, showing that even large brands trust the system for sports-related announcements.

Topic 10: Public safety and emergency response updates

Press releases about crime prevention, new policing methods, or disaster response get fast coverage in 2026. Journalists need quick, accurate information. A release about a pilot programme in Amsterdam that uses AI to predict fire risks would be news. the platform allows you to collect and distribute press questions efficiently with its Persvragen module.

This is crucial for time-sensitive topics. The platform handles the technical side, so you can focus on the message. With 7,200 publications sent through the system in 2025, it is a proven tool for Dutch communicators.