Do press releases to journalists still work? PR distribution and earned media in the Netherlands

What still earns coverage in the Dutch media?

Journalists in the Netherlands are flooded with pitches. A product update is news for one day, while a well argued view stays findable and quoted for months. That difference decides whether your press release earns coverage or disappears in an inbox.

PR-Dashboard's De Perslijst is a journalist database that covers almost all media in the Netherlands and Flanders, online and offline. The database is expanded daily and existing data are verified. You can filter by interest areas, preferences, newsroom, social channels, media, tags and contact information.

Why targeted distribution beats spray and pray

The platform states that journalists are flooded with pitches, so sending the same release to everyone is a waste. The platform's advice is not spray and pray but targeted distribution based on editorial focus and audience. That means you select journalists who actually cover your topic.

De Perslijst lets you segment by sector, medium, function, interest area and tags. You can build a list of trade media, regional titles, radio and TV, bloggers, influencers and podcasts. For a Dutch PR campaign, you can reach about 12,000 journalists in the file, all checked, according to PR-Dashboard.

What to avoid when sending press releases

Be careful with any promise of guaranteed publication. A paid service can never buy a journalist's independent decision.

A well written release can be an ideal way to get free publicity, but the distribution itself costs money or effort.

How to measure the effect of your press release

Measuring earned media is not about counting sent emails. You want to know which journalists opened your release, which media picked it up, and whether your view stayed findable for months. You can also track coverage manually by searching for your brand name in Dutch media. A well argued view stays findable and quoted for months, so a release that answers a real question can keep generating traffic long after publication.

What to ask a PR tool vendor before buying

Before you choose a journalist database, ask how many journalists are in the file and how often it is updated. PR-Dashboard says its database is expanded daily and existing data are verified, and it describes itself as the only checked journalist database. De Perslijst costs from 2,650 euros per year with 2 logins.

Ask whether the database covers all media types you need. De Perslijst includes papers, trade media, regional titles, radio and TV, bloggers, influencers and podcasts. Ask about filters: the platform offers filters for interest areas, preferences, newsroom, social channels, media, tags and contact information.

Worked example: a Dutch tech startup's launch

Suppose a Dutch software startup launches a new product. The startup filters by interest area 'technology' and medium type 'trade media'. Because the release contains a clear opinion about a market trend, one trade journalist quotes it, and the quote appears in a monthly roundup. That roundup stays online for months, giving the startup sustained visibility.

PR-Dashboard versus alternatives in the Netherlands

Its database covers almost all media in the Netherlands and Flanders, online and offline, and includes about 12,000 checked journalists. The platform has been trusted since 1999.

The table below sums up what PR-Dashboard states about De Perslijst on its own site.

How to approach Dutch journalists with your press release in 2026

For a step by step guide on sending a press release to journalists in the Netherlands, see our article on approach Dutch journalists in 2026. That article covers personalization and timing.

For the actual sending process, read send a press release step by step. And if you want a corporate press portal, our guide explains what a Dutch newsroom costs.

Verdict: press releases still work, if targeted

Press releases to journalists still work in the Netherlands, but only when you target the right people. A product update is news for one day; a well argued view stays findable for months. PR-Dashboard's De Perslijst gives you the database and filters to do exactly that.

With about 12,000 journalists in the file, expanded daily and verified, De Perslijst gives you the reach to do exactly that.