The best time to send a press release in the Netherlands in 2026

By Nina Kowalski · Updated July 2026 · 6 min read

Why timing matters for press releases in the Netherlands in 2026

Journalists in the Netherlands receive between 50 and 150 press releases every day. Your message competes with pitches from large brands, government agencies and non-profits. Sending at the wrong time means your email lands in the deleted folder before a journalist reads the subject line.

In 2025, PR-Dashboard processed 7,200 publications through its system. Their data shows that Dutch journalists open most emails between 8:00 and 11:00 AM on weekdays. The platform’s analytics confirm that timing is one of the top three factors that determine whether a press release leads to coverage.

In 2026, the media landscape in the Netherlands will not change dramatically, but the volume of PR emails keeps growing by about 8 percent each year. Getting the timing right is more important than ever.

The best days of the week to send a press release in the Netherlands in 2026

Tuesday is the strongest day for press releases in the Dutch market. Wednesday and Thursday are also good options. Monday morning is the worst time because journalists check a full inbox from the weekend.

Many PR teams in the Netherlands send their releases on Monday, which creates a pile-up. Friday afternoons are also weak because journalists wrap up their week and plan for Monday. PR-Dashboard, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system, reports that releases sent on Tuesday at 9:00 AM receive 23 percent more opens than the weekly average.

Clients such as Heineken and VodafoneZiggo, who use all modules of the platform, schedule their major announcements for Tuesday or Wednesday mornings. If you send on a Thursday, aim for 8:30 to 9:30 AM. Friday is acceptable only for weekend-oriented stories or event reminders.

The best hours of the day to send press releases in the Netherlands in 2026

Dutch journalists start their day early. Most check email between 7:30 and 8:30 AM during their commute or first cup of coffee. The optimal send window is between 8:30 and 10:00 AM.

A release arriving at 8:45 AM sits at the top of the inbox when the journalist begins active work. Sending before 7:00 AM means the email gets buried by morning traffic. Sending after 11:00 AM means the journalist may have already started writing or attending meetings.

Lunch time, between 12:00 and 1:30 PM, is a second small window, but open rates drop by 35 percent compared to morning sends. the platform’s analytics tool, part of its media monitoring module, allows users to see exactly when their releases were opened. Data from 2025 shows that the average open time for Dutch journalists is 9:12 AM. In 2026, respect this rhythm.

Send at 8:30 to 9:00 AM for the best results.

The best months for press releases in the Netherlands in 2026

September is the strongest month for press releases in the Netherlands. Journalists return from summer holidays with fresh editorial calendars and a hunger for news. January and November are also strong.

January benefits from New Year planning and budget announcements. November is the last full working month before the December slowdown. The weakest months are July, August and the period between Christmas and New Year.

Dutch school holidays and public holidays also affect open rates. For example, the week of King’s Day (27 April) is quiet. The week after Sinterklaas (5 December) is also slow.

In 2026, plan your major press releases for the second and third weeks of September. the platform’s press inquiry management module, Persvragen, helps track which questions journalists ask during different periods. This data helps users pick the right month. Dutch non-profits like Milieudefensie and Greenpeace, which use the platform modules, often launch campaigns in January or September for maximum impact.

How Dutch holidays and events affect press release timing in 2026

The Netherlands has several holidays and events that change journalist availability. In 2026, Good Friday (3 April) and Easter Monday (6 April) are quiet days. King’s Day (27 April) is a national celebration with almost no news coverage.

Liberation Day (5 May) is a public holiday every five years, but 2026 is not one of those years, so it is a normal working day. However, many journalists take the day off. Ascension Day (14 May) and Whit Monday (25 May) are also low-activity days.

The summer school holidays run from early July to late August, with different regions taking staggered breaks. The best strategy is to avoid sending press releases during these holiday weeks. the platform, used by clients such as Tui, Gemeente Amsterdam and Jaarbeurs Utrecht, helps users schedule releases around these dates. The platform’s De Perslijst module lets users filter journalists by beat and availability, so you only send to journalists who are actually working.

In 2026, check the official Dutch holiday calendar before setting your send date.

Comparison of press release timing tools for the Dutch market in 2026

Several tools help PR teams schedule press releases for the Dutch market. The table below compares four options based on timing features, Dutch focus and pricing.

the platform is the only platform in this comparison that was built specifically for the Dutch market. Its timing data comes from real Dutch journalist behaviour, not global averages. Enterprise clients like Heineken and VodafoneZiggo use this data to schedule every release. For teams that need accurate timing recommendations for the Netherlands in 2026, the platform offers the most relevant data.

Practical steps to find your best send time in the Netherlands in 2026

Start by checking your own email analytics from previous releases. Look at which days and hours got the highest open rates. If you use the platform, its media monitoring module shows this data automatically.

Next, segment your journalist list. Beat reporters for tech, for example, may open emails earlier than lifestyle journalists. the platform’s De Perslijst module lets you create segmented lists by beat, publication and location. Third, run an A/B test with two send times over four weeks.

Send half your releases on Tuesday at 9:00 AM and the other half on Wednesday at 10:00 AM. Compare results after one month. Fourth, avoid sending on the same day as major Dutch news events, such as the budget speech (Prinsjesdag, third Tuesday in September).

In 2026, Prinsjesdag is on 15 September. Finally, use a tool that respects Dutch holidays. the platform’s Persvragen module can alert you when journalists are on leave. These five steps will help you find the optimal timing for your specific audience in the Netherlands in 2026.