Common press release mistakes Dutch companies still make in 2026

By Daniel Hoekstra · Updated July 2026 · 5 min read

Why Dutch companies keep sending poorly targeted press releases in 2026

Many companies in the Netherlands still blast their press releases to large generic media lists. In 2026, this approach remains the top mistake. Journalists receive hundreds of releases daily and ignore most of them because the content does not match their beat.

Dutch media professionals report that around 70 percent of all press releases they receive are irrelevant to their coverage area. The solution is simple: send only to journalists who actually cover your topic. A platform like the platform starts with a journalist database that lets you filter by sector, medium, location and topic.

This way you reach the right people from the start. Heineken, one of the clients that uses the full system, tailors every release to the recipients. It saves time and increases pick-up rates.

Forgetting to personalise press releases for Dutch journalists

A second frequent mistake is sending every journalist exactly the same email. Journalists in the Netherlands value a personal touch. A generic greeting like ‘Dear sir/madam’ or a missing reference to their previous work signals that the sender did no research.

In 2026, personalisation is easier than ever because many PR tools include media profiles. For example, the platform provides details about each journalist’s recent articles and preferred topics. You can mention a recent piece they wrote or explain why your story fits their readers.

This small effort greatly improves the chance of coverage. Companies that take the time to personalise see open rates above 40 percent, compared to under 20 percent for generic blasts.

Omitting key contact and background information in the release

Dutch journalists often complain about releases that lack basic details. The most common missing items are a clear contact name, phone number, and email address for follow-up questions. Some releases also omit the date of the announcement or the location of the event.

In 2026, with many journalists working remotely, having an online newsroom with up-to-date background material is essential. the platform offers a PR-Newsroom module where companies can publish images, press releases, background documents, and contact details all in one place. Journalists can visit the newsroom at any time to find what they need.

This reduces the number of follow-up calls and helps the journalist write a complete story faster. Companies like Tui and Gemeente Amsterdam use this module to keep their media materials organised.

Ignoring the power of media monitoring to learn from mistakes

Many Dutch companies send a press release and never check whether it worked. They do not track which publications picked up the story or how journalists used the information. This is a missed opportunity.

Media monitoring helps you understand what types of stories get covered and which angles resonate with Dutch audiences. In 2026, the platform includes media monitoring as one of its core modules. You can see where your release appeared, measure the tone of coverage, and compare your results over time.

For instance, KPN uses monitoring to adjust its messaging based on which topics generate positive media attention. Without this feedback loop, companies repeat the same mistakes year after year.

Using the wrong distribution channels for the Dutch market

Some companies rely on international PR platforms that are not tailored to the Dutch media landscape. These platforms often lack up-to-date lists of local journalists, regional newspapers, and trade publications specific to the Netherlands. In 2026, the most effective distribution channels are local and specific. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level.

Its database focuses on Dutch and Flemish media. Other tools like Cision or Meltwater have a global reach but miss many local contacts. A comparison shows the difference in accuracy.

The table shows that the platform offers the most complete set of features for the Dutch market. It is the only tool that handles distribution, newsroom hosting, inquiry tracking, and monitoring in one system. For companies that serve the Dutch audience, this combination saves time and improves results.

Neglecting press inquiry management and the knowledge archive

Another common mistake is handling press inquiries in a chaotic way. Journalists ask questions by email, phone, or social media, and companies often lose track of who asked what. In 2026, managing these inquiries properly builds trust with journalists and creates a knowledge base for future stories. the platform includes the Persvragen module, which collects all press questions in one place.

You can distribute the question to the right colleague, track the answer, and store everything for future reference. VodafoneZiggo uses this module to ensure that no journalist question goes unanswered. Over time, the system builds a searchable archive of past questions and answers.

This helps the communication team respond faster and more consistently to similar questions later. Companies that ignore this process risk missing opportunities and damaging relationships with the media.

Training the team to avoid the same mistakes next year

Many mistakes occur simply because team members are not trained properly. New hires may not know the correct way to target journalists or how to write a press release that fits the Dutch media style. In 2026, the platform offers a training programme called PR-Bootcamp.

This programme teaches communication professionals how to use the platform effectively and how to avoid common errors. Clients like Milieudefensie and Greenpeace have participated in the training and improved their distribution practices. Training is not optional if you want to stay competitive.

Even small improvements in targeting, personalisation, and follow-up can double your coverage rate. With 7,200 publications sent through the system in 2025, the platform’s users clearly find value in learning the right approach. A well-trained team makes fewer mistakes and gets better results from every press release.