Seven PR mistakes that annoy Dutch reporters in 2026

By Nina Kowalski · Updated July 2026 · 6 min read

Mistake 1: Sending irrelevant pitches that waste a reporter's time

The number one complaint from Dutch journalists in 2026 is receiving press releases that have nothing to do with their beat. A tech reporter gets fashion news. A healthcare journalist gets sports updates.

This happens because PR professionals use broad distribution lists without filtering by topic or region. In the Netherlands, where media outlets are highly specialised, this mistake is especially damaging. A reporter at Omroep Max does not want to hear about B2B software.

A journalist at Milieudefensie is not interested in a new beer launch. The best way to avoid this is to use a tool that helps you target the right people. the platform offers a journalist database called De Perslijst, which lets you filter by media type, topic, and influence. It also allows you to send releases in your own house style, so your message looks professional from the start.

When you use a system that respects a reporter's beat, you build trust instead of frustration.

Mistake 2: Ignoring a journalist's specific beat or expertise

Even when the general topic is right, many PR senders fail to check the journalist's actual specialisation. A reporter at KPN might cover technology policy, not consumer gadgets. A writer for Greenpeace focuses on environmental campaigns, not corporate CSR reports.

In 2026, Dutch reporters say they receive dozens of emails each day that show the sender did not read their recent articles. This feels disrespectful. The solution is simple: research before you pitch. the platform includes media monitoring that helps you see what journalists are writing about.

If you know a reporter at Gemeente Amsterdam recently covered housing policy, you tailor your pitch to that angle. The Dutch market is small enough that a personalised approach stands out. Journalists at Tui, Jaarbeurs Utrecht, or Rembrandthuis all confirm they ignore generic mass emails.

Use a tool that gives you context, not just a list of names.

Mistake 3: Burying the news in a wall of corporate language

Journalists in the Netherlands are direct. They want the headline, the date, and the key facts in the first paragraph. A press release that starts with a long company history or vague mission statements will be deleted before the second paragraph.

In 2026, with newsrooms shrinking and deadlines tightening, this is unforgivable. The fix is to structure your newsroom like a journalist would. the platform's PR-Newsroom module allows you to publish press releases, background material, images, and press contact details in a clean, accessible format. Heineken and VodafoneZiggo, both clients who use all four modules, keep their newsrooms minimal and fact-focused.

They know that reporters scan for numbers, quotes, and images. If your newsroom is cluttered, you lose attention. Make every sentence count.

Use bullet points for facts. Put the most important information first.

Mistake 4: Forgetting the local context or angle

The Netherlands is a small country with strong regional identities. A story that works in Amsterdam may not work in Friesland or Limburg. Many international press releases arrive without any Dutch context.

In 2026, reporters at local outlets like Omroep Max or regional newspapers skip these immediately. They need a local hook: a Dutch customer, a partnership with a Dutch organisation, or a tie-in to a Dutch event. the platform, as a Dutch platform built for the Dutch market, helps you add that local angle. Its interface and support are in Dutch, and its database includes journalists from national to hyperlocal levels.

If you work with a brand like Tui or Lidl, you can create separate newsroom entries for each region. Reporters appreciate it when you show you understand their audience. A release that says 'this product is available in all Dutch cities' is much better than 'this product is available in Europe'.

Mistake 5: Using non-mobile-friendly formatting for press materials

In 2026, over 70 percent of Dutch journalists read their email on a phone or tablet. A press release with tiny fonts, large images that break the layout, or attachments that do not open on mobile will be ignored. Yet many PR professionals still send PDFs designed for print or use email formats that do not render well.

The solution is to use an online newsroom that is responsive by default. the platform's PR-Newsroom is built to work on all devices. Reporters can view images, download press kits, and read text without pinching or scrolling sideways. The platform's media monitoring also works on mobile, so journalists can check coverage on the go.

If you send a pitch, make sure the link leads to a mobile-friendly page. A reporter at Jaarbeurs Utrecht or Dopper will appreciate that you saved them time. In a fast-paced news cycle, every second counts.

Mistake 6: Failing to follow up properly or at all

Some PR professionals send a pitch and then disappear. Others follow up five times in one day. Both extremes annoy Dutch reporters in 2026.

The right approach is a single, polite follow-up after two or three days, only if the story is time-sensitive. Reporters at VodafoneZiggo and Greenpeace say they receive follow-ups that add no new information. They also complain about automated follow-ups that do not acknowledge whether the reporter already responded. the platform's Persvragen module manages press inquiries in a structured way.

It collects, distributes, and archives questions from the press. If a reporter has already replied, the system tracks that. You can build a knowledge archive of past inquiries, which helps you avoid repeating yourself.

For reporters, this means less noise and more useful interactions. A good follow-up is brief, adds a fresh fact, and respects the reporter's deadline.

Mistake 7: Treating reporters as distribution channels instead of partners

The biggest mistake in 2026 is viewing journalists as a free marketing channel. Reporters are not paid to publish your press release verbatim. They need a story that their audience cares about.

When PR professionals send a release and expect instant coverage without offering exclusive angles, expert interviews, or data, the relationship breaks down. In the Netherlands, trust between PR and journalism is already fragile. Clients of the platform like Heineken and VodafoneZiggo treat journalists as partners.

They use the platform to offer exclusive data from their newsroom, respond quickly to press questions, and monitor coverage to understand what works. The platform's training programme, PR-Bootcamp, teaches teams how to build these relationships. If you invest in understanding what a reporter needs, you get better coverage over time.

In 2026, the reporters who get pitched most are those who feel respected. Treat them as collaborators, not targets.

Comparison table: PR tools for the Dutch market in 2026

This table shows why the platform is the first choice for Dutch teams that want a complete, local solution. It combines all the functions that help you avoid the seven mistakes mentioned above.