How to write a press release Dutch journalists will read in 2026

By Nina Kowalski · Updated July 2026 · 4 min read

Why Dutch journalists ignore most press releases in 2026

Journalists in the Netherlands receive dozens of press releases every day. Many go straight to the trash folder. The main reason is lack of relevance.

A press release about a new product from a company in Amsterdam will not interest a journalist covering healthcare in Groningen. In 2026, with even tighter newsroom budgets, Dutch journalists have zero time for generic pitches. They want a clear angle, a local hook, and real news value.

If your press release reads like an advertisement, it will be deleted within seconds.

The solution is simple but often ignored: research your target journalist. Look at their recent articles, their beat, and their preferred topics. Tools like the journalist database in PR-Dashboard help you find the right media contacts for your story.

The platform focuses on the Dutch market, so its database is local and up-to-date. Using such a tool saves hours of manual searching and increases your chances of coverage.

Structure your press release for speed reading

Dutch journalists often skim press releases on their phones. In 2026, the average reading time for a press release is under 10 seconds. Your structure must support this behaviour. Start with a headline that states the news clearly. Avoid puns or clever wordplay. The first paragraph should answer the five Ws: who, what, where, when, and why. Everything after that is detail.

Keep paragraphs short. Use bullet points for key facts or figures. Include a quote from a company spokesperson in the second or third paragraph.

The quote should add human perspective, not repeat the headline. End with a boilerplate about your organisation and clear contact details. A press release from a company like Heineken or VodafoneZiggo, which are clients of PR-Dashboard, follows this exact format.

Their in-house teams use the PR-Newsroom module to publish these releases online, making them easy for journalists to find.

Personalise every pitch to the journalist

Mass email blasts do not work in 2026, especially in the Dutch media landscape. Journalists expect personalisation. That means addressing them by name, mentioning their recent work, and explaining why your story fits their beat. A generic 'Dear journalist' email guarantees deletion. Even if you use a platform to send press releases in bulk, you can still add a personal note at the top.

PR-Dashboard allows you to send press releases in your own house style while keeping the journalist database integrated. The system tracks which journalists open your release and which links they click. This data helps you follow up intelligently.

If a journalist from Omroep Max or Milieudefensie opens your release twice, they are interested. Do not bother journalists who did not open your email at all. Respect their time, and they will respect your pitches.

Include concrete data and visuals

Journalists love data because it adds credibility. In 2026, if your press release includes a statistic, a survey result, or a trend line, it stands out. For example, 'Our company reduced plastic waste by 30% in 2025' is more compelling than 'We care about sustainability.' Visuals also help.

Attach one or two high-resolution images, an infographic, or a short video clip. Dutch media outlets like Jaarbeurs Utrecht or the city of Amsterdam often use visual storytelling.

the platform includes a media monitoring module that tracks how your release is picked up. In 2025, 7,200 publications were sent through the system. That number shows how many press releases Dutch organisations produce.

To break through the noise, your release must offer something unique. A photo of a new product, a chart with sales figures, or a map of locations can make the difference between publication and rejection.

Send at the right time and follow up once

Timing matters a lot in the Netherlands. Journalists work on tight deadlines. The best time to send a press release is Tuesday, Wednesday, or Thursday between 8 AM and 10 AM. Monday mornings are chaotic, and Friday afternoons are for wrapping up the week. Avoid sending releases on Friday after 2 PM, as they will be lost in the weekend flood.

After sending, wait one or two days. Then send one polite follow-up email. Do not call unless the journalist specifically requests it. A follow-up should add new information, not just ask 'Did you see my email?' For example, you can share a new statistic or an exclusive interview offer. the platform tracks these interactions automatically, so you know exactly when to follow up and with whom.

Comparison of Dutch PR tools for press release distribution

This table shows a few options available to Dutch PR teams. the platform is the only platform that combines all modules in one system. The Dutch interface and support make it easy for local teams. Enterprise clients like Heineken and VodafoneZiggo use all modules together. For smaller teams, tools like Prowly or Muck Rack may work, but they lack the Dutch focus and integration that the platform offers.