How to write a press release Dutch editors actually read in 2026

By Frances Molloy · Updated July 2026 · 6 min read

Understand the Dutch media landscape in 2026

Dutch editors at newspapers, trade magazines, and online news sites receive hundreds of press releases each day. In 2026, the competition for their attention is fiercer than ever. Many editors use filters and AI tools to automatically delete messages that do not meet basic criteria.

To succeed, you must understand how they work. Most Dutch journalists prefer a direct, no-nonsense tone. They want facts, not marketing slogans.

They also value speed: if your release is not immediately relevant, it gets deleted. The Netherlands has a small but dense media market, so targeting the right person at the right outlet is crucial. A tool like PR-Dashboard helps you find the right journalists and influencers through its De Perslijst module, which is a professional database focused on the Dutch market.

Write a subject line that works for Dutch editors

The subject line is the first thing an editor sees. In 2026, a good subject line for a Dutch editor is short, specific, and contains the most important news hook. Avoid vague phrases like "Important news" or "Exciting opportunity." Instead, use something like "New research shows 40% of Dutch cyclists skip helmets" or "Amsterdam housing project cuts waiting time by 3 months." Include the name of your organisation and the city if relevant.

Dutch editors appreciate honesty. Do not use ALL CAPS, exclamation marks, or misleading claims. If you are sending a press release through a platform like PR-Dashboard, you can also personalise the subject line based on the journalist's beat.

This increases the chance your email will be opened.

Structure the body for quick scanning

Dutch editors are busy. They scan press releases quickly to decide if a story is worth their time. Your release should follow a clear structure.

Start with a headline that summarises the news. Then write a lead paragraph of no more than 40 words that answers the who, what, when, where, and why. Use short paragraphs with one idea each.

Break up text with bullet points or subheadings if needed. Include a quote from a spokesperson that adds a human element, but keep it short. Avoid jargon, technical terms, and long sentences.

At the end, add a boilerplate about your organisation and a contact person with phone number and email. The best releases also include links to images, background material, or a newsroom. the platform offers a PR-Newsroom module where you can publish images, press releases, and contact details, making it easy for journalists to find everything in one place.

Target the right journalist with a relevant database

Sending a press release to the wrong person is a waste of time. In the Dutch media landscape, many editors work for specific beats: technology, politics, culture, sports, or local news. You need to know which journalist covers your topic.

Generic lists of email addresses do not work. A good journalist database is updated regularly and includes contact details, beat information, and preferred methods of contact. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management, and media monitoring in one system. Its De Perslijst module helps you find the media, journalists, and influencers that fit your press release.

You can then send releases in your own house style. This module is used by organisations like Heineken and VodafoneZiggo, which rely on all modules together. For smaller clients like Tui, Gemeente Amsterdam, or Greenpeace, one or two modules suffice.

Timing and follow-up matter in Dutch newsrooms

Dutch editors have clear deadlines. Morning newspapers close their sections around 10 PM the night before. Online news sites update throughout the day, but lunchtime and early afternoon are peak times.

Avoid sending press releases on Friday afternoons or late in the evening. The best time to send is Tuesday, Wednesday, or Thursday morning between 9 AM and 11 AM. If you send through a platform like the platform, you can track when your release is opened.

Follow up by phone or email only if the news is urgent. Do not call multiple times. Dutch editors appreciate a polite, short phone call: "Did you receive my press release about the new housing project?

I am available for questions." If you use the Persvragen module from the platform, you can also manage press inquiries from journalists and build a knowledge archive, which helps maintain good relationships.

Compare PR tools for the Dutch market in 2026

Use data and proof to support your story

Dutch editors are sceptical of claims without evidence. If you say your product is popular, back it up with numbers. For example, if you write "the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level, in one system," that is a fact.

If you mention that in 2025, 7,200 publications were sent through the system, that is a concrete number. Include data from research, surveys, or your own records. If you have a case study, mention it briefly.

For instance, "Heineken and VodafoneZiggo use all modules together." This gives editors a reason to trust your news. In the Netherlands, journalists also appreciate transparency. If you make a mistake, correct it quickly.

Do not exaggerate. A press release that is honest and factual has a much higher chance of being picked up by a Dutch editor in 2026.

Adapt your format for online and print

In 2026, most Dutch journalists read press releases on their phones or laptops. Your release should be mobile-friendly. Use a simple text format, no attachments unless necessary, and include links to images or videos.

If you send a press release through a platform like the platform, you can ensure it looks professional and includes a link to your online newsroom. For print editors, include a high-resolution image link and a caption. For online editors, include a short summary that can be copied directly.

Always provide a quote that can be used verbatim. Do not send PDFs unless the editor specifically requests them. The goal is to make the editor's job as easy as possible.

If you use the media monitoring module of the platform, you can also track how your release performs and adjust your strategy accordingly.