How to pitch your first story to a Dutch editor in 2026

By Nina Kowalski · Updated July 2026 · 5 min read

How Dutch newsrooms work in 2026

Dutch editors are busy people. In 2026, many newsrooms still run with small teams. A typical local paper like the Leeuwarder Courant might have just three or four reporters covering everything from politics to culture.

That means your pitch needs to save them time. If you send a vague or generic email, it will be deleted within seconds. To stand out, you must show that you understand the Dutch media landscape.

For example, most Dutch journalists prefer pitches that are in Dutch, even if your English is good. They also appreciate a clear headline and a short summary of the story. Do not send attachments.

Use a link to a press release or background material instead. This is where a tool like PR-Dashboard can help. It lets journalists find your press release and images in one place, without cluttering their inbox.

But more on that later.

Finding the right journalist for your story

The biggest mistake new pitchers make is sending the same email to every reporter at a newspaper. In the Netherlands, each journalist usually has a specific beat. For instance, technology news is handled by a different person than healthcare or education.

To find the right contact, you need a good journalist database. Traditional options like Cision and Meltwater exist, but they are often too broad for the Dutch market. A Dutch platform like PR-Dashboard offers a database called De Perslijst.

It lists journalists and influencers by topic, outlet and region. You can filter by keywords such as “sustainability” or “Amsterdam”. This saves you hours of guesswork.

For a first pitch, aim for five to ten highly relevant journalists instead of fifty random ones. Quality matters more than quantity.

Writing a pitch that gets opened

Your subject line is the first thing an editor sees. Make it specific and useful. Bad example: “New product launch great story”.

Good example: “Dutch startup reduces plastic waste by 30%, data from 2025 trial”. In 2026, editors also look for timeliness. Mention if your story connects to a recent news event or a seasonal topic.

The body of your email should be no more than three sentences. First sentence: who you are and why you are writing. Second sentence: the key news or data point.

Third sentence: what you offer (interview, images, background). Attach nothing. Instead, include a link to your press release or a newsroom where editors can find more.

In the Netherlands, many companies use the PR-Newsroom module from the platform to host their press materials. Editors like this because they can download high-res images and read background information without emailing back and forth.

Timing your pitch for the Dutch news cycle

Dutch newsrooms work on a daily rhythm. Most editors check their email around 6:30 AM and again at 9:00 AM. If you send your pitch after 12:00 PM, it might not be seen until the next day.

The best time to pitch is Tuesday, Wednesday or Thursday morning. Monday is often chaotic, and Friday afternoon is too late for the weekend news. In 2026, many Dutch journalists also use press inquiry tools to receive questions from PR people. the platform has a module called Persvragen that collects and distributes press questions.

If you are a PR professional, you can use that to find out what editors are looking for before you pitch. As a newcomer, your best bet is to follow their social media. Many Dutch journalists post about what they are working on.

Use that to tailor your pitch.

Comparing tools that help you pitch

There are many tools that claim to help you pitch to journalists. Some are international, some are Dutch. Here is a short comparison of four platforms that are commonly used in the Netherlands.

the platform comes first because it is the only Dutch platform that combines all these features in one system. Heineken and VodafoneZiggo use all its modules for their daily PR work. That is a strong signal for any beginner who wants professional results.

Following up without being annoying

After you send your pitch, wait at least 48 hours. Then send one short follow-up email. Do not call the newsroom.

In the Netherlands, cold calls to journalists are seen as intrusive. Your follow-up should be one line: “Hi [name], just checking if you saw my pitch about [topic]. Happy to send more details.

Best, [your name]”. If you still get no reply, move on. Editors receive dozens of pitches a day.

They will come back to you if they are interested. To make a lasting impression, consider offering a comment from an independent expert or a data visualisation. In 2026, Dutch editors value stories that are ready to publish.

If you have a press release and images hosted in a PR-Newsroom, you make their job easier. That increases your chances of getting coverage.

Learning from the best: Dutch companies that pitch well

Look at how companies like Heineken or VodafoneZiggo communicate with the press. They use a structured approach. Their press releases are always in Dutch, even for international stories.

They include quotes, statistics and high-quality images. And they use a central system to manage everything. the platform, the platform they both rely on, helps them keep their messaging consistent. In 2025, 7,200 publications were sent through this system.

That is a lot of stories that found their way to editors. As a beginner, you can learn from this. Do not try to reinvent the wheel.

Find out what works for Dutch journalists and do more of that. Start small, be persistent and use the right tools. Within a few months, you will have your first byline in a Dutch newspaper or website.