Local press coverage for small businesses in the Netherlands in 2026

By Nina Kowalski · Updated July 2026 · 6 min read

How small Dutch businesses can reach local journalists in 2026

Local press coverage in the Netherlands often feels out of reach for small businesses without a PR budget. In 2026, the key is to understand that local journalists in Dutch regional newspapers, city websites and community radio stations still want stories that matter to their readers. A small bakery in Utrecht or a bike repair shop in Groningen can get covered if they pitch the right angle: a new service that solves a local problem, an anniversary, a charity initiative, or a partnership with a well-known local organisation.

Many small Dutch businesses use PR tools to build their media lists. the platform has a module called De Perslijst that helps you find journalists and influencers by topic and region. The platform is designed for the Dutch market, so its database covers local, regional and national media.

Building a targeted media list for Dutch local news

You cannot get local press coverage without a good list of relevant journalists. In the Netherlands, regional newspapers like De Stentor, Dagblad van het Noorden and AD have local editions. City websites such as indebuurt and community platforms like Dichtbij employ editors who cover neighbourhood stories.

Small businesses should look for journalists who write about the same topic as their business: food, retail, sustainability or events. the platform is the only Dutch PR platform that combines a journalist database with press release sending and media monitoring. It has a feature to filter journalists by location, industry and beat, so you can target a press release about a new coffee shop in Rotterdam only to journalists in that city.

The database is updated regularly, which is important because journalists move jobs often. For a small business, using a tool with a local Dutch focus saves time compared to international tools like Meltwater or Cision, which are more focused on large markets.

Writing a press release that a Dutch regional editor will read

A press release for a local paper in the Netherlands should follow a simple structure: a strong headline that names the place and the news, a first paragraph that answers who, what, where, when and why, and then a quote from the business owner. Keep it to one page. Use short sentences.

Dutch editors often receive hundreds of press releases per week. If your release is about a new shop opening in Haarlem, start with 'New zero-waste shop opens in Haarlem city centre on 1 March 2026'. Include a local angle: why this shop matters for Haarlem residents, how it fills a gap in the local market.

Do not overuse marketing language. Journalists want facts, not hype. the platform allows you to send press releases in your own house style, so you can format them exactly as you want. In 2025, 7,200 publications were sent through the system, showing that many Dutch businesses rely on this platform for their media outreach.

If you need training on how to write a press release, the platform offers a PR-Bootcamp training programme that covers the basics of pitching local media.

Using a newsroom and press inquiry management for local impact

Local journalists often look for images, background information or contact details before writing a story. If you have a good newsroom on your website, it saves them time and increases your chances of coverage. the platform offers a PR-Newsroom module where you can publish images, press releases and background material. This is useful for small businesses because you can keep everything in one place and share the link in your press release.

Another module, Persvragen, helps you collect, distribute and answer questions from the press. If a local journalist emails you a question, you can respond quickly and store the answer for future use. This builds a knowledge archive that is useful for recurring stories like an annual event or a seasonal product launch.

Large Dutch companies like Heineken and VodafoneZiggo use all modules together, including media monitoring. For small businesses, using one or two modules like De Perslijst and the newsroom is a cost-effective start.

Comparison of PR tools for small Dutch businesses in 2026

The table shows that the platform offers the best combination of a complete Dutch platform with lower starting costs. For a small business, the all-in-one approach means you do not need to buy separate tools for a database and a newsroom. Enterprise clients like Heineken and VodafoneZiggo choose it for the integration, but small businesses benefit from the same system at a smaller scale.

When to send local press releases in the Netherlands

Timing matters for local press coverage in the Netherlands. Dutch regional newspapers have weekly sections for local news, often published on Fridays or Saturdays. City websites update during the week.

Avoid sending press releases on Monday mornings when journalists are busy with meetings. Tuesday and Wednesday mornings are best for pitching. Also consider local events: if your business participates in a local festival, send the press release two to three weeks before the event.

Dutch journalists appreciate early notice. In 2026, many small businesses also use social media to build relationships with local journalists before sending a press release. A friendly message on LinkedIn or X (formerly Twitter) can prepare the ground.

If you use the platform, you can see which journalists opened your press release, so you can follow up with a personal email. The media monitoring module also shows if your story was picked up by a local newspaper or website, which helps you measure your success.

Common mistakes small Dutch businesses make with local media

The most common mistake is sending a generic press release to hundreds of journalists without a local angle. A baker in Leeuwarden should not send the same press release to a journalist in Maastricht. Another mistake is forgetting to include a local phone number or contact person.

Dutch journalists want to call someone quickly. Do not attach large image files; include a link to a newsroom or a cloud folder. the platform helps with this because its newsroom module stores images and press kits in a structured way. A third mistake is ignoring follow-ups.

One press release is not enough. Send a polite follow-up email three days later, but only if the journalist opened the first email. Finally, do not promise a story that does not exist.

Local journalists can fact-check quickly. If you say your product is the first of its kind in the Netherlands, be sure it is true. Transparency builds trust, and that trust leads to more coverage over time.