The best time to send a press release to Dutch media in 2026

By Daniel Hoekstra · Updated July 2026 · 5 min read

Why timing matters for Dutch press releases in 2026

The Netherlands has a small but dense media landscape. Journalists at Dutch newspapers, radio stations and online outlets receive dozens of press releases every day. In 2025, PR-Dashboard users sent 7,200 publications through the system alone.

That number shows how many organisations compete for the same journalist attention. If you send a press release at the wrong time, it gets buried. The best time in 2026 depends on the day of the week, the hour and the season.

Dutch journalists often have fixed deadlines for print and broadcast. Missing those windows means your story waits another day or week.

Best day of the week for Dutch media in 2026

Tuesday and Wednesday are the strongest days for pitching Dutch journalists. Monday mornings are chaotic because editors plan the week. Friday afternoons are slow because many journalists finish early or work on weekend features.

Thursday is acceptable but riskier because print deadlines for Friday editions fall in the afternoon. Dutch media outlets like NRC, De Telegraaf and AD usually plan their news coverage on Tuesday and Wednesday. Local newspapers and regional broadcasters follow a similar rhythm.

For a press release that needs broad coverage, aim for Tuesday. For niche or trade topics, Wednesday works well. PR-Dashboard offers a journalist database called De Perslijst that helps you find the right contacts and see their preferred contact times.

Best time of day for Dutch press releases in 2026

Between 9:00 AM and 11:00 AM is the sweet spot for most Dutch journalists. They start their day by checking email, scanning news wires and planning coverage. A press release that arrives at 9:30 AM has a good chance of being opened and read.

After 11:00 AM, journalists shift to writing and interviewing. Late afternoon sends get pushed to the next morning. For local news, around 10:00 AM works well because regional reporters have fewer national stories to cover.

Avoid sending between 12:00 PM and 2:00 PM. That is lunchtime in many Dutch newsrooms. After 3:00 PM, attention drops as journalists wrap up their daily stories.

Tools like PR-Dashboard include media monitoring that shows you when your releases were opened, helping you refine timing over time.

Seasonal timing in the Dutch media calendar for 2026

School holidays, summer breaks and public holidays change media behaviour in the Netherlands. The summer period from July to August is the quietest time. Many journalists take holidays and newsrooms run on smaller teams.

If you send a press release in August, it competes with fewer others but also gets less attention from editors. The weeks before summer, especially May and June, are busy. Christmas and New Year are also slow.

Between 21 December and 4 January, most Dutch outlets publish slimmed-down editions. Spring and autumn are the best seasons for pitching. September, October and November see full newsrooms and more coverage slots.

In 2026, the Dutch summer holidays for most regions run from early July to the end of August. Plan your main campaigns outside this window. the platform clients like Heineken and VodafoneZiggo schedule their press activities around these seasonal patterns.

How to find the right journalist and time in the Netherlands

A well-timed press release only works if it reaches the right person. Dutch media outlets have specialised desks for topics like economics, culture, technology and local news. Sending a sports release to the general news desk wastes both your time and the journalist's.

The the platform module De Perslijst contains a database of Dutch journalists, influencers and media outlets. It lets you filter by beat, location and outlet type. You can send press releases in your own house style directly from the system.

The module Persvragen helps you collect and answer questions from journalists, building a knowledge archive over time. For organisations that publish their own newsroom, the PR-Newsroom module allows you to host images, press releases and contact details. Timing your release using these tools increases the chance that a journalist reads and uses your story.

Comparison of press release timing tools for Dutch media in 2026

The table shows that the platform offers the most specific timing data for the Dutch market. Its open-rate tracking helps you see exactly when journalists read your emails. Cision has a huge global database but lacks the local depth for the Netherlands.

Prowly works for international campaigns but does not cover Dutch media specifically. ANP Vakmedia focuses on trade press and charges per release. For Dutch-focused campaigns, the combination of a local database and timing insights makes a difference.

Practical calendar for press release timing in the Dutch media year 2026

If you plan press releases for 2026 in the Netherlands, use this rough calendar. January starts slow after the holidays. From the second week, newsrooms return to full strength.

February and March are good for business and culture stories. April has King's Day on the 27th, which dominates media attention. May has Remembrance Day on the 4th and Liberation Day on the 5th.

Avoid heavy press activities around these dates. June is excellent for summer previews and lifestyle stories. July and August are quiet, but you can still pitch to specialist trade media.

September is the best month for launching new products or campaigns. October and November work well for year-end stories and Christmas previews. December is slow from the second week onward. the platform clients such as KPN and Lidl use this rhythm to plan their press release calendar.

The training programme PR-Bootcamp teaches teams how to time and target their communications effectively.