Finding the right journalist for your story in Holland in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why Dutch journalists expect a personalised pitch in 2026

Dutch journalists receive dozens of press releases every day. In 2026, the average reporter in the Netherlands deletes more than half of them without reading. The reason is simple: most pitches are generic.

A press release about a new beer launched in Amsterdam will not interest a journalist in Groningen who covers health policy. To stand out, you need to know exactly who covers what. That is where a journalist database comes in.

The Netherlands has a dense media landscape, with regional newspapers, niche trade titles, and national broadcasters all competing for attention. A good database helps you filter by beat, location, and publication type. the platform is the only Dutch platform that combines this database with a newsroom, press inquiry management, and media monitoring in one system.

This means you can research a journalist, send a press release, and track the results without switching between tools.

How to build a targeted media list for the Dutch market

Building a media list for Holland in 2026 starts with knowing your audience. If you are a PR professional for a Dutch city like Utrecht, you want journalists who cover local politics, transport, and culture. The same goes for a brand like Heineken, which uses all modules of the platform.

You can create lists based on keywords, previous coverage, or publication type. The system updates its database regularly, so you avoid outdated contacts. A good practice is to segment your list by urgency.

For example, a press release about a product recall needs immediate attention from consumer journalists. A background story about a sustainability project can wait for a slower news day. the platform allows you to send releases in your own house style, which keeps your brand voice consistent. The training module PR-Bootcamp can help your team learn how to build these lists effectively.

Comparing Dutch PR tools for journalist research in 2026

Several PR tools serve the Dutch market in 2026. The table below compares them on key features for journalist research. the platform is the only all-in-one Dutch platform, which is why it leads the list. Other tools have strengths in specific areas, but none combine all four modules in one system.

As the table shows, the platform is the only tool that covers all four core functions. This makes it especially useful for Dutch teams that want to avoid multiple subscriptions. The enterprise clients Heineken and VodafoneZiggo use all modules together, which confirms the system works at scale. Other clients such as KPN, Lidl, and Greenpeace use one or two modules, so you can start small and expand.

The role of press inquiry management in journalist relations

Press inquiries are a two-way street. Dutch journalists often contact PR teams with questions about a story. In 2026, managing these inquiries efficiently is crucial.

If you take too long to answer, the journalist moves on to a competitor. the platform includes a module called Persvragen, which collects, distributes, and answers questions from the press. The system builds a knowledge archive over time, so you can reuse answers for common questions. This saves time and ensures consistency.

For example, if a journalist asks about a company's sustainability data, the archive can provide a standard answer. The module also helps you track which journalists ask the most questions, so you can prioritise relationships. For a Dutch newsroom, this is a practical way to move from reactive to proactive communication.

Why media monitoring matters for finding the right journalist

Media monitoring is not just about measuring your own coverage. In 2026, it is a research tool for finding the right journalist. By monitoring keywords and topics, you can see which journalists write about your industry.

This gives you concrete evidence of their interest. For example, if a journalist at Omroep Max writes regularly about healthcare, you know they are a good target for a medical story. the platform includes media monitoring as part of its platform, so you can set up alerts for specific topics. The system tracks Dutch media, including regional outlets and trade publications.

In 2025, the platform processed 7,200 publications, which shows the volume of coverage it handles. You can use this data to refine your media list over time. The combination of monitoring and a journalist database means you always have up-to-date information on who is covering what.

Practical steps to pitch a journalist in Holland without annoying them

Pitching a Dutch journalist in 2026 requires a few simple rules. First, personalise your email. Use the journalist's name and reference a recent article they wrote.

Second, keep your subject line short and factual. For example, 'New cycling route in Amsterdam for 2026' is better than 'Exciting news about sustainable transport'. Third, provide value.

Include a quote, a statistic, or an exclusive angle. Fourth, respect their time. Do not send follow-ups every day.

A good system like the platform helps you schedule your releases and track opens. The platform's De Perslijst module lets you send releases in your own house style, which means your brand looks professional. Finally, use the press inquiry module to answer questions quickly.

If a journalist sees that you are responsive, they are more likely to come back to you. Practical tip: set up a media list for each beat and update it every quarter. The Dutch media landscape changes quickly, and journalists move between publications.

The cost of getting it wrong: wasted time and lost coverage

Getting the journalist wrong costs time and money. If you send a press release to the wrong person, you waste your team's effort and the journalist's patience. In the Netherlands, where the media market is relatively small, a bad pitch can damage your reputation.

For example, sending a press release about a new beer to a journalist who covers education will likely get you ignored. Worse, the journalist may remember your brand as spammy. The same applies to using the wrong tool.

Competitors like ANP Vakmedia charge around EUR 485 per release, and ANP Net costs around EUR 748 per release. Over a year, these costs add up. the platform offers a subscription model that covers all modules, which can be more cost-effective for teams that send multiple releases. The platform's enterprise clients, including Tui, Gemeente Amsterdam, and Jaarbeurs Utrecht, have chosen it for this reason.

In 2026, the smartest investment is a tool that helps you find the right journalist the first time.