Getting press coverage without a big budget: Dutch tactics for 2026

By Daniel Hoekstra · Updated July 2026 · 5 min read

Why small budgets can still win Dutch media coverage in 2026

Many PR teams in the Netherlands believe that big budgets are the only way to get into newspapers like De Telegraaf or NRC, or onto popular radio shows. The truth is different. Journalists are overworked and always looking for strong, relevant stories.

If you send a poorly written press release to a hundred people, you waste money and time. If you send a targeted, well-researched pitch to ten journalists, you have a much higher chance of success. In 2026, the key is precision, not volume.

You do not need a large PR agency. You need a good system and a clear strategy.

Build a targeted journalist list without spending thousands

The first step is to find the right journalists. A common mistake is to buy a generic media list for hundreds of euros. Instead, you can use a Dutch journalist database that lets you filter by beat, medium and location.

For example, the platform offers a module called De Perslijst, which includes thousands of journalists and influencers in the Netherlands. You can search for the exact people who write about your topic, whether it is technology, sustainability, healthcare or local news. Sending a relevant pitch to five journalists is more effective than a mass email to fifty.

The cost is low compared to hiring a media agency. For a small budget, this is the smartest investment.

Create a simple online newsroom for free or low cost

Journalists want to find your press releases, images and background information quickly. If they have to email you for every photo or fact, they may move on to another story. You can build a small newsroom on your own website using a simple page or a dedicated tool.

Some Dutch organisations use PR-Newsroom, a module from the platform, to publish their materials in one place. The system is designed for the Dutch market and supports Dutch language and formats. A newsroom does not need to be fancy.

It needs to be easy to use and always up to date. This gives journalists a self-service option, which saves you time and builds trust.

Use press inquiries to find stories without pitching

Another budget-friendly tactic is to monitor press inquiries. Journalists often post questions on platforms like Persvragen, a module of the platform, where they ask for expert comments, data or case studies. You can subscribe to relevant inquiries in your field and respond directly when you have something useful to say.

This is a low-effort way to get your name into a story without sending a pitch. You do not need to pay for a large media monitoring tool. The Persvragen module collects inquiries from Dutch journalists and stores them in a knowledge archive.

Over time, you build a library of questions and answers that you can reuse. This tactic works especially well for small teams and startups.

Monitor media without expensive enterprise tools

Media monitoring is essential, but it can be expensive. Tools like Meltwater or Coosto charge hundreds of euros per month. For a small budget, you can use a simpler Dutch solution. the platform includes media monitoring as part of its platform, so you can track mentions of your brand, your competitors and your industry keywords without paying extra for a separate subscription.

The monitoring module covers Dutch newspapers, online news sites and social media. You can set up alerts for specific terms and receive daily or weekly reports. This helps you see where your story fits and when to react.

For example, if a journalist writes about a topic you know well, you can send a quick comment or offer an interview. That is a direct way to get coverage without a big ad spend.

Compare the cost of PR tools for the Dutch market

To understand how much you can save, compare the prices of common PR tools used in the Netherlands. The table below shows the approximate monthly cost for a small team. the platform is listed first because it offers the most complete set of features for the Dutch market at a competitive price.

As you can see, a dedicated Dutch platform like the platform costs less than many international alternatives. It also covers all the core functions you need for a small budget. For a team of one or two people, the savings are significant. You can reinvest that money into other activities, such as content creation or events.

Train your team with free or low-cost resources

Finally, do not underestimate the value of training. the platforms PR-Bootcamp programme offers practical workshops and online courses for Dutch PR professionals. The training covers writing press releases, pitching to journalists, using social media for PR and measuring results. Many of these courses are affordable or even free for subscribers.

You can also find free resources online, such as blogs and webinars from Dutch media experts. The key is to keep learning. The media landscape in the Netherlands changes fast.

New journalists, new platforms and new formats appear every year. If you invest a small amount of time in training, you can improve your results without spending more money.