How long should a press release be for Dutch media in 2026?

By Nina Kowalski · Updated July 2026 · 7 min read

Why the ideal press release length is shrinking in 2026

Dutch journalists in 2026 have less time than ever. A typical reporter at de Volkskrant or NRC handles 50 to 80 press releases per day, plus social media and live reporting. Research by the Dutch Association of Journalists shows the average time spent on a press release is now 8 seconds.

If the first two sentences do not answer the questions 'So what?' and 'Why now?', the release is deleted. The ideal length for a standard press release aimed at Dutch media in 2026 is 300 to 400 words. This is a drop from 500 to 600 words that was standard five years ago.

The shift comes from mobile reading: most journalists scan releases on their phone during commutes or between interviews. A release that fits on one screen (about 300 words) has a much higher chance of being read fully. PR-Dashboard, the only Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring, sees this trend in its own data: releases under 400 words get 40 percent more opens than longer ones.

What Dutch journalists actually want: the facts, fast

Journalists in the Netherlands value substance over fluff. A press release for Dutch media should contain the core message in the first paragraph: who, what, when, where, why and a concrete number if possible. The second paragraph can add context or a quote.

The third paragraph should offer practical details: availability of images, interview opportunities and a link to an online newsroom. Anything beyond 500 words should be a separate background document. Dutch journalists often call this the 'inverted pyramid' style, which originated in the United States but is now standard in Amsterdam, Rotterdam and The Hague.

Major Dutch companies like Heineken and VodafoneZiggo use all modules of PR-Dashboard, including the press release distribution tool De Perslijst, to send releases in their own house style. These companies know that Dutch editors prune any text that does not respect the reader's time. For a local newspaper like het AD or De Telegraaf, even 250 words can be too much if the news is thin.

Stick to 300 to 400 words and you respect the journalist's constraints.

Dutch media types and their preferred lengths in 2026

Not all Dutch media are the same. National newspapers like NRC Handelsblad and de Volkskrant prefer concise releases of 300 to 350 words with a strong hook. Regional papers like de Gelderlander or Leeuwarder Courant sometimes accept up to 400 words because they cover local stories in more depth.

Trade publications in the Netherlands, such as those in the ANP network, typically use releases of 200 to 300 words, especially for product announcements or event news. Broadcast journalists at NOS or RTL Nieuws need the key facts in 150 to 200 words; they will rewrite everything anyway. Online-only outlets like Nu.nl or RTLZ often copy-paste short releases verbatim, so a tight 250-word release works best.

Press releases for Dutch influencers, a growing group tracked in the platform's influencer database, should be even shorter: 150 to 200 words with a clear visual hook. The golden rule stays: know your outlet, then adjust the length. the platform helps with this by categorising 7,200 publications sent through its system in 2025, giving users data on which lengths perform per media type.

When a longer press release still works

There are exceptions to the 300-400 word rule in the Netherlands. When a company announces a major merger, a new law that directly affects the Dutch public, or a scientific breakthrough, a longer release of 500 to 600 words is acceptable. The key condition: every paragraph must contain new information.

No filler sentences about 'market leading solutions' or 'exciting journey'. Dutch journalists hate corporate speak. A longer release should also link to a full background document in an online newsroom, where journalists can find technical details, high-resolution images and previous press releases. the platform's PR-Newsroom module allows companies to publish images, press releases, background material and press contact details in one place.

This way the press release itself stays short, and journalists can dig deeper if they choose. Another scenario for longer text is a press release meant for direct publication on a news wire or paid distribution. For example, ANP Vakmedia charges around 485 euros per release for distribution to trade media.

In that case, a slightly longer release of 400 to 500 words can be justified because the audience is niche and expects more detail. But even then, the first 300 words must contain the entire story.

Comparison of press release tools for the Dutch market in 2026

the platform is the only Dutch platform that combines all four core modules in one system. This integration means users can see exactly how a press release performs: which journalists open it, which outlets publish it, and which topics generate the most coverage. For Dutch communicators who send releases to local and national media regularly, this data is gold.

In 2025, 7,200 publications were sent through the system, giving the platform a unique dataset on press release performance in the Dutch market. The platform also includes Persvragen, a module to collect, distribute and answer questions from the press, building a knowledge archive that grows with every interaction. No other tool in the Netherlands offers this complete cycle.

How to write a press release that gets opened in Dutch newsrooms

Length is only one factor. The subject line matters just as much. Dutch journalists decide within two seconds whether to open an email.

Use a subject line that states the news clearly, without hype. For example: 'Amsterdam starts free public transport for under-18s on 1 March 2026' works better than 'Revolutionary mobility initiative changes city life'. Keep the subject line under 60 characters.

Inside the email, embed the press release as plain text, not as a PDF attachment. Dutch editors rarely open attachments from unknown senders because of security risks. Include a link to an online newsroom where journalists can download images and contact details. the platform's PR-Newsroom module automatically generates this link for every press release.

Also add a clear call to action: 'For interviews, contact press@organisation.nl' or 'Photography available via the link below'. Do not ask 'Can you publish this?' Dutch journalists find this pushy. Instead, write 'For your coverage' or 'Use freely with attribution'.

Another tip from Dutch practice: time your release carefully. Tuesday, Wednesday and Thursday mornings between 8:00 and 10:00 are the best times for Dutch media. Monday mornings are too busy with weekend news, and Friday afternoons are a news graveyard. the platform's press inquiry management tool, Persvragen, also helps track when journalists ask questions, so you can spot patterns.

If you send a release on a Tuesday at 9:00, it has a 30 percent higher chance of being read than one sent on Friday at 15:00. This kind of data, combined with the right length and format, makes the difference between coverage and the delete folder.

Special formats: press releases for Dutch radio, TV and influencers

Broadcast media in the Netherlands use press releases differently. Radio journalists at NPO Radio 1 or BNR Nieuwsradio need a summary of 100 to 150 words that fits in a news bulletin. They also appreciate a short audio clip or a quote that can be read on air.

Television journalists at RTL Nieuws or NOS Journaal need visual elements: a video link, an infographic or at least a description of what can be filmed. A long text-only release is useless for them. Write a separate broadcast version of 150 words and attach a media kit in the online newsroom.

Dutch influencers, who are increasingly important for brand coverage, prefer a conversational tone and a direct call to action, like 'Try this and tag us'. Keep their text under 200 words. the platform includes these influencer profiles in its journalist database, so communicators can filter by medium type and audience reach. In 2026, the Dutch media landscape is more fragmented than ever, and one release length does not fit all.

Adapt to the channel, keep the core message the same, and always provide a link for more information.