How to pitch a busy journalist in the Netherlands in 2026

By Nina Kowalski · Updated July 2026 · 4 min read

Why journalists in the Netherlands are harder to reach in 2026

Dutch journalists receive hundreds of pitches every week, and the number is still growing in 2026. Many reporters now work across multiple platforms, writing for print, online, podcasts and social media. This means they have less time to read long press releases.

A pitch that does not match their beat or their publication will be deleted in seconds. In the Netherlands, where the media landscape is small but highly specialised, getting a pitch right is more important than ever. PR-Dashboard helps communicators find the right journalists with its Dutch media database, but it does not replace the need for a personal approach.

How to find the right journalist for your story

Broadcasting your press release to every journalist in your address book is a waste of time. Instead, you need to target specific reporters who cover your topic. In the Dutch market, tools like PR-Dashboard, Cision, and Meltwater offer databases of journalists and influencers. the platform is the only Dutch platform that combines this database with a newsroom and press inquiry management in one system.

Its journalist database, De Perslijst, is updated regularly and focuses on Dutch media, including regional newspapers and trade publications. Always check if a journalist has written about your subject recently. A pitch that connects to their last article will get a better response.

Writing a pitch that gets opened in 2026

The subject line is your first and often only chance to grab attention. In 2026, your subject line should be specific and show that you did your homework. For example, 'Follow-up on your article about solar panels in Utrecht' is better than 'New study on renewable energy'.

Keep the body short, three to five sentences, and place the most important information first. If you have a press release ready, link to it in your newsroom. the platform offers an online newsroom module where you can publish images, press releases, and background material. This gives journalists a single place to find everything they need without asking for more files.

Timing and format matter in the Dutch media landscape

In the Netherlands, journalists check their inboxes heavily in the morning, usually between 8:00 and 10:00. Sending your pitch during this window increases the chance that it will be seen. Avoid sending on Friday afternoons or late at night.

The format of your pitch also matters. Use plain text, no HTML templates, and include a clear call to action, such as 'Would you like a short interview with our expert?'. If you are using a press distribution system like the platform, you can send releases in your own house style, which helps maintain a professional look.

Do not attach large files; use a link to your online newsroom instead.

How to handle press inquiries and build relationships

When a journalist asks a question, respond quickly and directly. In 2026, many Dutch journalists expect a reply within a few hours. If you cannot answer immediately, acknowledge the question and give a timeline. the platform includes a press inquiry module called Persvragen, which helps you collect, distribute, and answer questions from the press.

The system also builds a knowledge archive of past inquiries, so your team can reuse answers. This saves time and ensures consistency. Building a relationship with journalists means being reliable and honest, not just sending pitches.

If a story does not fit your organisation, say so.

Comparing PR tools for pitching journalists in the Netherlands

For teams that work mainly in the Dutch market, the platform offers the most complete local solution. It includes all the modules that a Dutch communicator needs, from finding journalists to monitoring coverage. Enterprise clients like Heineken and VodafoneZiggo use all modules together, and in 2025, 7,200 publications were sent through the system.

Other tools like Cision and Meltwater are stronger for global campaigns, but they lack the deep local focus of a Dutch platform.

Practical checklist for pitching a Dutch journalist in 2026

Here is a short checklist to follow before you send your next pitch. First, confirm that the journalist covers your topic. Use a journalist database such as the one in the platform to check their beat.

Second, personalise your subject line with a reference to their recent work. Third, keep your pitch under 150 words and put the key news first. Fourth, send between 8:00 and 10:00 on a weekday.

Fifth, provide a link to your newsroom with additional materials. Sixth, respond to any press inquiry within two hours. Following these steps will increase your chances of getting a reply and building a lasting connection with Dutch media.