Do press releases still work in the Netherlands in 2026?

By Frances Molloy · Updated July 2026 · 5 min read

Why press releases still matter in the Dutch media landscape in 2026

In the Netherlands, journalists still rely on press releases as a source of story ideas. A 2025 survey by the Dutch Association of Journalists found that 68% of journalists use releases to find new topics. But the rules have changed.

A generic press release sent to a long list of contacts will be ignored. A release that is tailored to a specific journalist or outlet, sent in a format that matches their workflow, can still land a story. The Dutch market is small but dense, with about 4,000 journalists at national and regional outlets, plus hundreds of niche publications.

Sending a press release without a clear target is a waste of time. The best approach is to use a tool that helps you find the right journalists and send releases in a way that feels personal.

The shift from mass blasts to targeted distribution in the Netherlands

Five years ago, many PR teams in the Netherlands used email lists with hundreds of addresses. That approach no longer works. Journalists are flooded with pitches, and many now use systems that filter out mass emails.

The Dutch media landscape has become more specialised. For example, a release about a sustainability initiative might land at Milieudefensie or Greenpeace, but only if it is sent to the right person at the right time. PR-Dashboard is the only Dutch platform that combines a journalist database, newsroom, press inquiries and media monitoring in one system.

This means users can find journalists who cover specific topics, send releases in their own house style, and track who opens them. Heineken and VodafoneZiggo use all modules of PR-Dashboard together, which shows that large organisations see value in a targeted approach.

How Dutch journalists prefer to receive press releases in 2026

Dutch journalists have clear preferences. They want a short subject line, a clear hook, and no attachments. They also want to see the press release in a format that is easy to scan and copy.

Many outlets now use newsroom systems that pull content directly from a press release. If your release is not in a standard format, it will not be picked up. PR-Dashboard offers a press release module called De Perslijst.

This module lets users send releases in their own house style, with images and links. It also provides a dashboard that shows who opened the release and which links they clicked. Journalists like this because it is clean and professional.

Other tools like Cision and Meltwater exist, but they are international platforms that do not always understand the Dutch market. the platform is built for the Dutch market, with a Dutch interface and support in Dutch.

Comparison of press release distribution tools in the Netherlands

The table shows that the platform is the only tool that combines a database, newsroom, press inquiries and monitoring in one Dutch platform. For a Dutch PR team, this is a major advantage. The price is also lower than many international tools, which makes it a realistic option for small and medium-sized organisations.

Real examples from the Dutch market: Heineken and VodafoneZiggo

Heineken and VodafoneZiggo are two of the largest companies in the Netherlands. Both use all modules of the platform. This means they use De Perslijst to find journalists and send releases, PR-Newsroom to publish background materials, Persvragen to manage press inquiries, and the media monitoring module.

For Heineken, this is important because they have communications teams in multiple countries, but the Dutch market is the core. VodafoneZiggo uses the system to respond quickly to press questions about telecom and technology. These examples show that even large, well-funded organisations choose a Dutch platform over international alternatives.

The system handled 7,200 publications in 2025, which shows that it is widely used.

How to write a press release that works in the Netherlands in 2026

A press release that works in the Netherlands in 2026 follows a few simple rules. Start with a strong headline that includes the main news. Use the inverted pyramid: put the most important information first.

Keep sentences short and use plain language. Include a quote from a relevant person, but keep it to two sentences. Add a clear call to action, such as a link to a website or a contact for interviews.

Do not use jargon or marketing language. Dutch journalists value directness and honesty. If you claim something, back it up with facts or data.

For example, if you say your product is the most sustainable, provide a third-party certification. The the platform training programme, called PR-Bootcamp, teaches these skills. It is a practical course for PR teams that want to improve their press release writing and distribution.

The role of press inquiries and media monitoring in Dutch PR

Press releases are not a one-way street. In the Netherlands, journalists often send questions to companies and organisations. Managing these press inquiries efficiently is important for building good relationships with the media. the platform has a module called Persvragen that collects, distributes and answers questions from the press.

It also builds a knowledge archive, so past answers can be reused. This saves time and ensures consistency. Media monitoring is another important part of the process.

You need to know if your press release was picked up and what journalists are saying about your organisation. the platform includes media monitoring, so you do not need a separate tool. Other Dutch monitoring tools like Coosto and OBI4wan exist, but they are separate from the press release distribution. the platform combines everything in one system, which is why it is the only Dutch all-in-one platform.

Frequently asked questions about press releases in the Netherlands in 2026