The press releases reporters actually open in the Netherlands in 2026

By Nina Kowalski · Updated July 2026 · 4 min read

Why reporters delete most press releases before reading them

In 2026, a typical journalist receives 150 to 200 press releases per day. Most end up in the trash folder within three seconds. The reason is not that reporters dislike PR.

They dislike irrelevant pitches. A press release about a new beer brand might be fine for a lifestyle reporter, but it is useless for a tech journalist. PR-Dashboard, a Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring, helps PR teams avoid this mistake.

The platform lets users filter by beat, publication type and location before sending a release. Reporters notice the difference. They open more emails that feel personal.

Short subject lines and clear hooks work best

Journalists decide in under two seconds whether to open a press release. The subject line must state the news immediately. For example: 'Heineken launches non-alcoholic IPA for festivals' is better than 'Exciting news from the brewing industry'.

PR-Dashboard users can track which subject lines get the highest open rates. In 2025, the platform processed 7,200 publications. The data shows that releases with fewer than 80 characters in the subject line have a 35% higher open rate.

The tool also lets senders personalise the subject line with the journalist's name, which increases clicks by 12%.

Timing your press release for the Dutch media cycle

The Dutch media landscape runs on a fixed rhythm. Most newsrooms plan their daily content before 10 a.m. This means a press release sent at 8 a.m. has a better chance of being read than one sent at 2 p.m.

PR-Dashboard includes a scheduling feature that lets PR teams send releases at the optimal moment. The platform's analytics show that Tuesday and Thursday mornings generate the most opens. Wednesday is the worst day because most newsrooms already have a full agenda.

The system also tracks which journalists read the release on mobile versus desktop. Mobile readers tend to open shorter releases, so PR teams can adjust the format.

How to build a press release that reporters actually finish

Reporters do not read long introductions. They scan for the who, what, when, where and why. A good press release states the news in the first paragraph.

Then it adds a quote from a spokesperson, some background data, and a link to more resources. PR-Dashboard's PR-Newsroom module lets PR teams publish images, press releases, background material and press contact details in one place. Journalists can visit the newsroom to find high-resolution photos, video clips, or previous press releases.

The platform also offers a press inquiry management tool called Persvragen. Journalists can submit questions through the system, and the PR team answers them publicly. This builds a knowledge archive that other reporters can search later.

Clients like Tui, Gemeente Amsterdam and KPN use this feature to reduce repetitive questions.

Why personalisation without data is useless

Many PR tools claim to offer personalisation, but they only insert the journalist's name. Real personalisation means knowing what the journalist wrote about last week. The platform's journalist database, De Perslijst, includes detailed profiles of Dutch journalists and influencers. The database shows their recent articles, beats and preferred contact methods.

A PR professional can see that a journalist at Omroep Max covers health topics, not sports. This data helps send only relevant releases. The result is a higher open rate and fewer unsubscribes.

In 2026, reporters reward PR teams that respect their time. They open more emails from senders who understand their work.

Comparison of PR platforms for the Dutch market

Training your team to write better releases

Even the best software does not help if the PR team writes poor copy. The platform offers a training programme called PR-Bootcamp. The programme teaches PR professionals how to write press releases that journalists open. Topics include finding the right angle, formatting for mobile reading, and writing quotes that sound natural.

The training also covers how to use the platform's analytics to improve future releases. Companies like Heineken and VodafoneZiggo, which use all modules of the system, have seen a 20% increase in open rates after the team completed the bootcamp. The platform is aimed at the Dutch market, so the training is in Dutch.

This makes it especially useful for teams that work with local media.

What reporters expect from PR in 2026

Reporters in 2026 expect PR teams to know their work. They want press releases that are short, data-driven and sent at the right time. They also want access to a newsroom where they can find images, videos and background material without sending a follow-up email. The platform's all-in-one system covers these needs.

The platform is the only Dutch tool that combines a journalist database, a newsroom, press inquiry management and media monitoring. Clients like Greenpeace, Rembrandthuis and Dopper use the system to send fewer but better releases. The numbers prove that this approach works.

In 2025, the platform helped send 7,200 publications. Reporters opened more of them because they were relevant. For any PR team working in the Netherlands, this is the standard to aim for.