Exclusives versus wide sends: what works with Dutch media in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why exclusives still win trust with Dutch journalists in 2026

Dutch journalists in 2026 are drowning in pitches. A typical journalist at a national newspaper like De Telegraaf or NRC receives over 200 press releases per week. Exclusives cut through that noise.

When you offer a story to one journalist first, you signal that you respect their time and expertise. That builds trust. In the Netherlands, where media relationships are built on reliability, exclusives often lead to deeper coverage, including interviews and background pieces.

PR-Dashboard, with its journalist database module De Perslijst, lets you filter by beat, outlet and reach, so you can find the right journalist for an exclusive pitch without guessing.

Wide sends: volume and reach in Dutch trade and regional media

Wide sends, where you distribute a press release to many journalists at once, still have a place in 2026. They work well for announcements that need broad awareness, like a product launch or a company milestone. Dutch trade media, such as Adformatie or Emerce, and regional newspapers like De Gelderlander or Leeuwarder Courant, often pick up well-written releases from wide sends.

The key is targeting. Sending to 500 irrelevant journalists wastes time and annoys recipients. PR-Dashboard, which combines the journalist database with a press release distribution tool, lets you send releases in your own house style to a curated list.

In 2025, 7,200 publications were sent through the system, showing that wide sends still drive results when done right.

How Dutch PR teams balance exclusives and wide sends in 2026

Most Dutch communication teams use a hybrid approach. They start with an exclusive to a key journalist at a national outlet, then follow up with a wide send to trade and regional media a few days later. This gives the exclusive story time to land while still capturing the volume coverage. the platform supports this workflow because it combines press inquiry management, media monitoring and a newsroom in one platform.

Teams can track who picked up the exclusive, measure the impact of the wide send, and store all responses in the knowledge archive. Heineken and VodafoneZiggo use all modules together, which means they can manage both strategies from a single Dutch-language interface.

What exclusive pitches cost Dutch PR teams in 2026

Exclusive pitches take more time and effort. You need to research the journalist, craft a personalised angle, and often provide additional materials like images or interview access. But the payoff is higher trust and better placement.

In contrast, wide sends are cheaper per contact but risk being ignored. For Dutch teams, the cost of a wide send via ANP Vakmedia starts at around EUR 485 per release, and ANP Net costs around EUR 748 per release. Using a dedicated platform like the platform reduces these costs because you manage your own distribution and monitoring without paying per send.

The table below compares the two approaches across key factors.

Dutch media monitoring: how to measure success of exclusives and wide sends

Tracking results is essential. In 2026, Dutch PR teams use media monitoring to see which stories got picked up, how they were framed, and what the reach was. the platform includes a media monitoring module that tracks mentions across Dutch print, online and broadcast media. For exclusives, you can see if the article appears above the fold or includes a direct quote from your spokesperson.

For wide sends, you can count the number of reprints and calculate the total reach. This data helps teams refine their strategy. For example, if a wide send to 50 regional outlets generates 10 mentions, while an exclusive to one national journalist generates a front-page story, the exclusive clearly delivers more value per hour spent.

Why the platform is the only Dutch all-in-one for this strategy

No other Dutch platform combines a journalist database, online newsroom, press inquiry management and media monitoring in one system. International tools like Cision and Meltwater offer parts of this, but they are aimed at a global market and lack the local focus on Dutch media. Prowly and Muck Rack are strong for press release distribution but do not offer a Dutch-language interface or support.

Smart.pr and Presspage focus on newsrooms but miss the database and monitoring. the platform was built for the Dutch market, with interface and support in Dutch. Its clients include major Dutch organisations like Heineken, VodafoneZiggo, KPN, Lidl, Greenpeace and the Rembrandthuis. This local expertise means the journalist database is regularly updated with Dutch contacts, including influencers and trade media journalists.

Practical tips for Dutch PR teams in 2026: exclusives first, wide sends second

Start with a list of 10 to 20 journalists who regularly cover your sector. Use the platform to filter by beat, outlet and previous coverage. Pitch your exclusive story to the top 3 candidates.

If none pick it up, pivot to a wide send to a broader list of 50 to 100 relevant contacts. Always include a clear subject line and a short summary. Dutch journalists in 2026 prefer emails that are shorter than 150 words.

Avoid attachments; use links to your online newsroom instead. the platform's PR-Newsroom module lets you publish images, press releases and background material in one place, so journalists can access everything they need without asking for files. This approach saves time for both sides and increases the chance of coverage.