How to pitch a story to Dutch national media in 2026

By Daniel Hoekstra · Updated July 2026 · 4 min read

Why pitching to Dutch media in 2026 requires a new approach

The Dutch media landscape changes every year. In 2026, journalists are even more selective about what they cover. They receive hundreds of pitches a week, so only the most relevant stories get attention.

A generic press release sent to many reporters will likely be ignored. To succeed, you must show that you understand the Dutch market, the specific journalist, and their audience. Using a tool like PR-Dashboard helps you identify the right contacts and track your outreach in one system.

Start with a strong local news angle for the Netherlands

Dutch national media look for stories that matter to their readers, viewers, or listeners. A story about a global trend is only interesting if it has a Dutch hook. For example, if you are pitching a new technology, connect it to a Dutch company, university, or city like Amsterdam or Eindhoven.

Data or statistics that include the Netherlands also work well. Avoid Americanised or British examples that feel distant. A local angle makes your pitch feel like it belongs in the NOS news or De Telegraaf.

Find the right journalists using a Dutch media database

Sending your pitch to the wrong person wastes everyone's time. Dutch journalists specialise by beat, such as politics, tech, finance, or lifestyle. To find the correct reporter, use a tool that lists journalists by their expertise and outlet.

PR-Dashboard offers De Perslijst, which lets you search for journalists and influencers who match your press release topic. You can filter by publication, location, or keyword. This module also lets you send press releases in your own house style, which helps you look professional.

Heineken and VodafoneZiggo use this module to target their messages effectively.

Write a short and clear pitch in Dutch or English

Keep your pitch to three or four sentences. State your news angle, why it matters to Dutch readers, and what you can offer (an interview, a statistic, or an image). Use plain English if the journalist works for an English-language outlet or tech publication.

For Dutch-language media like AD or Volkskrant, write in Dutch. A poorly translated pitch damages your credibility. Always check the journalist's preferred language.

PR-Dashboard allows you to store press contact details, including language preferences, in its Persvragen module.

Use media monitoring to track your pitch success

After you send your pitch, monitor which journalists open or respond to your messages. Media monitoring tools, such as the one inside PR-Dashboard, track mentions of your brand or story in Dutch news. This helps you see if your pitch gained traction or if you need to adjust your approach for the next round.

In 2025, over 7,200 publications were sent through the the platform system, showing that many professionals trust this method for the Dutch market. Monitoring also allows you to respond quickly if a journalist writes a story based on your pitch.

Compare PR tools for pitching to Dutch media in 2026

Build relationships before you pitch in the Netherlands

Journalists in the Netherlands appreciate when you follow their work first. Mention a recent article they wrote in your pitch. This shows you are not sending a mass email.

A personal touch increases the chance of a reply. If you meet a journalist at an event or conference, follow up with a friendly email later. the platform has a PR-Newsroom module where you can publish images, press releases, and background material. Journalists can access this at any time, which makes it easier for them to learn about your story before you pitch.

This approach builds trust over time.

Follow up once, then move on

If a journalist does not reply to your first pitch, send one follow-up after three to five days. Be polite and add one new piece of information. If they still do not respond, do not contact them again for the same story.

Respect their time and workload. Dutch journalists are direct and will tell you if they are interested. Using a media monitoring tool can tell you if they covered the story from another source. the platform logs all your interactions in one place, so you avoid duplicate outreach.

For 2026, this efficient workflow is key to getting your story published.