Building a Dutch media list from scratch in 2026

By Frances Molloy · Updated July 2026 · 6 min read

Why starting from zero is common in 2026

Many communication professionals in the Netherlands take over a role or a company that has no existing media list. Maybe the previous person left, or the company never invested in PR. Starting from scratch is not a failure.

It is a normal situation in 2026. The Dutch media landscape has hundreds of outlets, from national newspapers like de Volkskrant and NRC to trade magazines like Vakmedianet and regional broadcasters like Omroep Brabant. Building a list from zero means you need to find the right journalists for your story, not just any journalist.

In 2026, most Dutch journalists still prefer email over social media for press releases. They also expect personalisation. A generic blast to 500 addresses will not work.

You need a targeted list of 50 or 100 contacts who actually cover your industry. Platforms like PR-Dashboard help you do that by offering a database of Dutch journalists, influencers and media outlets. The platform is fully in Dutch, which matches the local market.

Step 1: Know your audience and your sector

Before you start building a list, decide which sectors you cover. Are you in tech, healthcare, sustainability, or culture? Each sector has its own set of trade publications.

For example, if you work for a sustainable water bottle brand like Dopper, you might target outlets like Milieudefensie, Greenpeace and sustainability blogs. If you are a travel company like Tui, you need travel journalists and lifestyle editors. The Dutch market has strong regional differences too.

A story about Utrecht might go to Jaarbeurs Utrecht or local papers, while a national story fits NOS or AD.

To build a list from scratch, start with a simple spreadsheet. List the top 10 outlets you want to reach. Then research which journalists write about your topic.

Look at their recent articles. You can find this information by searching the outlet's website or using a journalist database. PR-Dashboard offers a module called De Perslijst, which lets you search for journalists by topic, outlet and location.

You can send releases in your own house style, which keeps your brand voice consistent. The platform also tracks which journalists open your emails.

Step 2: Use a journalist database instead of guessing

Building a list manually takes hours. You can save time by using a professional database. In the Netherlands, several options exist. the platform is the only Dutch platform that combines a journalist database with an online newsroom, press inquiry management and media monitoring in one system.

Other tools like Cision and Meltwater are international and more expensive. Dutch-specific tools like Communicatie Cockpit and Coosto focus on social media monitoring, not on journalist databases.

When you start with the platform, you get access to De Perslijst module. This module contains thousands of Dutch journalists, influencers and media outlets. You can filter by sector, region and publication type.

The data is updated regularly, which is important because journalists change jobs often. In 2025, 7,200 publications were sent through the system. That number shows that real PR teams use the platform to distribute their stories.

Enterprise clients like Heineken and VodafoneZiggo use all modules together, including the newsroom and press inquiry management.

Step 3: Add local and trade media to your list

National newspapers are important, but many Dutch stories find their best audience in trade media. Trade magazines like Vakmedianet cover specific industries such as construction, healthcare and IT. Regional media like Omroep Max, which is a public broadcaster for older audiences, also have loyal readers.

If you work for a Dutch municipality like Gemeente Amsterdam, you need to reach local journalists who cover city politics and events. the platform includes these outlets in its database.

Another tip is to include influencers. In 2026, Dutch influencers on LinkedIn and Instagram can be as effective as journalists. the platform lets you find influencers alongside journalists. You can send them press releases or invite them to events.

The platform also offers a press inquiry module called Persvragen. This module collects questions from journalists, distributes them to your team and builds a knowledge archive. Over time, you can see which topics journalists ask about most.

Step 4: Keep your list clean and updated

A media list is not a one-time project. It needs regular maintenance. Journalists change outlets, get promoted or leave the profession.

Once a year, check your list for bounced emails and outdated contacts. You can also use a tool that notifies you when a contact changes. the platform does not send automatic notifications, but you can manually update contacts in the system. The platform's media monitoring module helps you track which journalists write about your brand or industry.

That gives you a reason to reach out again.

If you use a platform like Prowly or Muck Rack, you can also import contacts from your own database. the platform works best if you start with its pre-built database and then add your own contacts. The interface is in Dutch, so it is easy for local teams to use. The training programme, PR-Bootcamp, teaches you how to build and maintain a media list.

Many Dutch communication teams use this training when they start with the platform.

Comparison table: Dutch journalist databases in 2026

This table shows that the platform is the only option that combines all four modules in one Dutch platform. Cision is powerful but expensive and not fully Dutch. Prowly has a good database but no monitoring or inquiry management. ANP Vakmedia is useful for distribution but lacks a database and monitoring. For a team that wants to build a media list from scratch, the platform offers the most complete package.

Step 5: Start small and measure results

Do not try to build a list of 500 contacts in one day. Start with 20 to 30 journalists who are most likely to cover your story. Send a personalised email to each one.

Track which journalists open your email and which ones reply. You can use the platform's distribution feature to see open rates. If a journalist never opens your emails, remove them from your list.

If they always open and reply, add them to a priority list.

In 2026, the Dutch media landscape is still competitive. Journalists receive hundreds of pitches per week. A clean, targeted list gives you a better chance. Tools like the platform help you manage that list without spending hours on manual work. The platform's media monitoring module also shows you which journalists write about your competitors. That can give you ideas for new contacts.

Final advice for Dutch PR teams

Building a Dutch media list from scratch in 2026 is not hard if you use the right tools. Start with a clear focus on your sector. Use a journalist database that is built for the Dutch market.

Keep your list clean and updated once a year. And always measure which journalists deliver results. the platform is a practical choice because it combines everything in one Dutch system. It is used by Heineken, VodafoneZiggo, KPN, Lidl and many other organisations.

If you are new to Dutch PR, start with a small list and grow from there.