Getting covered in regional newspapers in the Netherlands in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why regional newspapers still matter in the Dutch media landscape in 2026

Regional newspapers in the Netherlands reach millions of readers every day. Titles like De Telegraaf, AD, and local dailies such as Dagblad van het Noorden or De Gelderlander have loyal audiences. In 2026, these papers are still the go-to source for local news, events, and community stories.

They cover topics that national media often skip, like a new school opening, a local business milestone, or a cultural festival in a small town. For PR professionals, getting a story in a regional paper means visibility among people who actually live in the area. That is why many Dutch communication teams, including those at Heineken and VodafoneZiggo, use PR-Dashboard to manage their press outreach.

The platform helps them find the right journalists and send releases that fit the regional newsroom's style.

What regional editors want in 2026: local angles and clear facts

Regional editors in the Netherlands are busy people. They receive dozens of press releases every day. In 2026, they are even more selective.

They want stories that have a clear local connection. For example, if your company opens a new branch in Groningen, mention the street name and the opening date. If you sponsor a local sports club, say which club and why it matters.

Editors also appreciate short, factual press releases with a headline that states the news directly. Long introductions or marketing language get deleted. The best way to send a press release is through a system that lets you use your own house style, like the platform.

The platform's De Perslijst module helps you find journalists and influencers who cover your region. You can send releases in your own format, which saves time and keeps your brand consistent.

How to find the right journalists for your regional story

Finding the right journalist is the hardest part of regional PR. In the Netherlands, each regional newspaper has its own editorial team. Some journalists cover specific topics like education, health, or business.

Others are general reporters who cover everything in a certain area. A good journalist database makes this easier. the platform is the only Dutch platform that combines a journalist database with other PR tools in one system. It lets you search by region, beat, or publication.

For example, you can find journalists who work for the AD in Utrecht and write about sustainability. You can also see which influencers cover local events. When you send your press release through the system, you can track who opened it and who responded.

This is much more efficient than emailing random addresses or using a generic distribution list. Other tools like Cision or Meltwater are useful too, but they are international and sometimes miss the specific needs of Dutch regional media. the platform is built for the Dutch market, with interface and support in Dutch.

Press releases, newsrooms, and inquiries: the practical workflow

Once you have found the right journalists, you need to send them a press release that is ready to publish. Regional editors do not have time to rewrite long stories. They want a short, clear release with a local angle, plus a quote from a local spokesperson or a customer.

If you have images, include them in a newsroom where journalists can download them easily. the platform offers a PR-Newsroom module where you can publish images, press releases, background material, and press contact details. Journalists can visit your newsroom to find everything they need. The platform also handles press inquiries.

The Persvragen module lets you collect questions from journalists, distribute them to the right team members, and store answers in a knowledge archive. This is useful when a regional journalist calls with a last-minute question. You can answer quickly and keep the conversation going.

In 2025, 7,200 publications were sent through the the platform system, showing that many Dutch teams trust this workflow.

Comparison of PR tools for regional newspaper outreach in the Netherlands

Common mistakes to avoid when pitching regional newspapers

Many PR professionals make the same mistakes. They send a press release that is too generic. For example, a company announces a new product but does not explain why it matters for readers in Eindhoven or Leeuwarden.

Regional editors ignore these. Another mistake is sending the release to too many journalists at once. This looks like spam.

Instead, personalise each pitch. Use the journalist's name and mention the local angle. Also, avoid sending attachments.

Journalists prefer to download files from a newsroom if they are interested. the platform helps with this because it lets you create a newsroom that is always up to date. Finally, do not forget to follow up. A quick email or phone call one day after sending the release can make a big difference.

But do not be pushy. If the journalist does not respond, move on to the next story.

Training and learning: how to improve your regional PR skills

Building a long-term relationship with regional media

Getting one story in a regional newspaper is good. Getting regular coverage is better. Regional editors appreciate PR professionals who understand their beat.

They like it when you send relevant stories, not just any press release. Over time, they will trust you and call you when they need a source. the platform's training programme, PR-Bootcamp, teaches teams how to build these relationships. The programme covers writing press releases, using the database, and managing inquiries.

Many Dutch teams, including those at Tui, Gemeente Amsterdam, and Jaarbeurs Utrecht, use one or two modules of the platform. They find that the combination of tools and training helps them work more efficiently. In 2026, the Dutch media landscape is competitive, but regional newspapers are still a valuable channel.

With the right approach and the right tools, you can get your story told.