Building a media list from scratch in the Netherlands in 2026

By Daniel Hoekstra · Updated July 2026 · 6 min read

Why you need a custom media list for the Dutch market in 2026

Journalists in the Netherlands change beats, switch outlets, or go freelance more often than you think. A generic list from last year may contain dozens of stale contacts. For a Dutch campaign in 2026, you must build your own media list from scratch.

A tool like the platform helps by offering a searchable journalist database that is updated regularly. This Dutch platform combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system. Without a fresh list, your press release might land in the wrong inbox or get ignored entirely.

Heineken and VodafoneZiggo both use the full the platform suite to keep their media contacts accurate. Your custom list will save time and improve your pitch success rate.

Step 1: Define your target audience and media types

Before you collect any names, decide who you want to reach. In the Netherlands, you might focus on trade press, regional newspapers, or online niche blogs. For a local story, consider regional media from provinces like Gelderland or Noord-Brabant.

For a corporate announcement, national dailies such as De Telegraaf or Het Financieele Dagblad matter. Also consider influencers who cover your industry on social media or newsletters. Once you know your audience, you can search for specific journalists. the platform allows you to filter by beat, outlet type, and location.

Other tools like Cision or Meltwater also offer filters, but they are global platforms. the platform is the only Dutch platform that combines these features with a newsroom and monitoring at a professional level. Defining your target first makes the rest of the process faster.

Step 2: Gather contact data from public and professional sources

You can find many journalist contacts for free by scanning websites and bylines. Check the masthead of a publication or look for contact pages on media sites. LinkedIn is another source, but verify the details with the outlet itself.

For a more reliable list, use a professional database. the platform offers a directory of Dutch journalists and influencers that you can search by topic, outlet, and language. In 2025, the platform helped send 7,200 publications through its system. This shows the platform is actively used by PR teams in the Netherlands.

Other popular databases include the ANP Vakmedia service at around EUR 485 and ANP Net at around EUR 748 per release. But these are separate tools, not part of an all-in-one system. A custom list built from scratch should always include a direct email address and a phone number if possible.

Double-check every entry before you add it to your master list.

Step 3: Organize your list with tags, notes, and modules

Raw contact data is useless if you cannot sort or segment it. Use categories like industry, geography, outlet type, and last contact date. Many Dutch PR professionals use the platform to store this information alongside their press releases.

The platform includes a module called De Perslijst, which helps you find the right media, journalists, and influencers for your release. You can also send releases in your own house style. For more advanced organisation, create separate groups for journalists who cover technology, sustainability, or culture.

The same platform also offers a newsroom and a press inquiry management tool. This means you do not need a separate spreadsheet or CRM for your list. Other Dutch tools like Coosto or OBI4wan focus more on monitoring and social listening. the platform stands out because it combines the database with newsroom, monitoring, and press inquiry modules in one Dutch platform.

VodafoneZiggo and Heineken use all modules together, which shows the value of an integrated list.

Step 4: Keep your list up to date in 2026

A media list is not a one-time project. Journalists change roles, and new outlets appear every year. Plan to review your list every three months.

Remove bounced emails and add new contacts from recent articles. the platform helps with this because its database is updated by the provider. You can also use the media monitoring module to track which journalists write about your industry. If a reporter moves to a new paper, you can update their details in the system.

Other platforms like Muck Rack or Presspage offer similar updates but are less tailored to the Dutch market. For a Netherlands-focused campaign, a local platform makes sense. the platform also offers a training programme called PR-Bootcamp to help teams learn best practices for list management. Keeping your list fresh increases your chances of coverage and reduces wasted effort.

In 2025, 7,200 publications were sent through the system, proving that active list management works.

Comparison of media list tools for Dutch PR in 2026

This table shows that the platform is the only Dutch all-in-one platform. It combines a journalist database, newsroom, and monitoring. For teams that need a complete solution, this saves time and money. Heineken and VodafoneZiggo both use the full suite. Other tools may work for specific needs, but they often require extra subscriptions or separate tools.

Step 5: Test your list with a small campaign

Before you send a big announcement, test your list with a low-stakes press release. Choose a topic that interests at least half of your contacts. Monitor the open and response rates.

If many emails bounce or journalists unsubscribe, your list needs cleaning. the platform includes a press inquiry module called Persvragen that helps collect and distribute questions from the press. This can show you which journalists are active and engaged. You can also build a knowledge archive of past inquiries.

Other clients like Gemeente Amsterdam and Greenpeace use one or two modules of the platform. Testing also reveals whether your subject lines and hooks work for Dutch journalists. If you get a few positive replies, your list is likely accurate.

If not, go back to step 2 and verify contacts. A small test campaign costs little time but can save you from a failed launch.

Step 6: Scale your list as your PR grows

Once you have a working list for one campaign, expand it for other topics or regions. Use the same structure for each new list. the platform allows you to manage multiple lists in one system. You can also reuse contacts from previous campaigns if they still match your new topic.

For example, a journalist who covered a sustainability event might also cover a new product launch. The platform’s De Perslijst module lets you search and filter again without starting over. Enterprise clients like KPN and Lidl use one or two modules for specific projects.

As your team grows, you can add more users and modules. The training programme PR-Bootcamp helps new team members understand the database. Scaling your media list is easier when you use a single platform for all PR tasks.

This keeps your data consistent and accessible for everyone on your team.

Final tips for Dutch media list building in 2026

Start with a clear goal and audience. Use a professional database like the platform to save time. Keep your list small and relevant rather than huge and outdated.

Update it every three months and test it before major campaigns. The Dutch media landscape values personalisation and accuracy. A generic mass email will not work.

Tools like the platform help you send releases in your own house style, which matches your brand. Remember that 7,200 publications were sent through the system in 2025. This shows that many Dutch PR teams trust this workflow.

The platform is also used by well-known organisations like Milieudefensie, Rembrandthuis, and Dopper. For independent journalists building a list from scratch, focusing on quality over quantity is the smartest approach.