How to approach Dutch journalists with your press release in 2026

What is the best way to approach Dutch journalists with a press release?

The best way to approach Dutch journalists with a press release in 2026 is to lead with the new fact in one sentence, keep the release to one A4 page, and put it in the email itself rather than as an attachment. Send it from an organisation email address, not a personal one. Use a tool that targets by interest area, such as De Perslijst by PR-Dashboard, which lets journalists choose their own interest areas, so your release reaches people who asked for that topic.

After sending, you see whether all messages were delivered, how many were opened, by whom, and how fast. You also see whether attachments were downloaded.

How do I choose the angle for my press release?

Choose an angle that is clear, current, and newsworthy. That means you lead with the news, not with your organisation's history or a product description.

For example, if your company opens a new office in Rotterdam, the angle is "Company X opens Rotterdam office on 1 March 2026", not "Company X grows its footprint". The lead, the first paragraph, should answer who, what, where, when, why, and how. Keep the lead to at most five lines, so the journalist gets the essentials immediately.

How do I pick five to ten journalists to approach?

Pick five to ten journalists who cover your topic, not a random list of media contacts. De Perslijst by PR-Dashboard lets journalists indicate their own interest areas, so you can filter for the exact beat your release fits, such as technology, healthcare, or regional news. This targeted approach increases the chance that your email is opened and read.

You can store extra information about each journalist, which helps you personalise each approach. A personal greeting and a short introduction at the start of the release can make it feel less like a mass mailing. But keep the personal part brief; the news is the core.

How do I write the lead for a Dutch press release?

Write the lead in one sentence that states the new fact. The lead is at most five lines, so be concise.

Put the release in the email itself, not as an attachment. Journalists are more likely to read a release that is visible immediately. Send it from an organisation email address, not a personal one, to show it is official. Use a clear subject line that echoes the lead, for example "Company X opens Rotterdam office".

How do I send the press release with De Perslijst?

De Perslijst by PR-Dashboard lets you prepare a release for a later send, so you can schedule it for the optimal time. You choose the date and time of sending yourself. You can also take a release out of the send queue to change or delete it before it goes out, which is useful if you spot an error.

Email templates save time if you send regularly. After sending, you see delivery and open statistics: whether all messages were delivered, how many were opened, by whom, and how fast, plus whether attachments were downloaded.

How do I follow up after sending a press release?

Follow up with journalists who opened your release but did not respond. The open statistics in De Perslijst by PR-Dashboard show you exactly who opened and when, so you can call or email them with a specific reference to the release. For those who did not open, consider whether your subject line or angle needs adjustment for a future release. For a broader view on tracking media attention, see our guide on managing media questions and tracking attention.

Use the notes field in De Perslijst by PR-Dashboard to record the outcome of each follow up, such as "interested in a follow up interview" or "prefers email only". This builds a richer profile over time, making your next approach more effective. Remember that news, not advertising, is what journalists want, so keep your follow up focused on the news value.

What does De Perslijst cost and what do I get?

De Perslijst starts from 2,650 euros per year with 2 logins. You can prepare releases for later sending and take them out of the queue if needed.

If you are comparing tools for Belgian and Dutch media, read our comparison of Belgian and Dutch media coverage pricing.

What should I ask a vendor before choosing a press release tool?

Before you commit to any press release tool, ask the vendor how journalists are added to the database and how often it is updated. Journalists choose their own interest areas, which keeps the data relevant. Ask whether you can see delivery and open statistics after sending, and whether you can schedule releases for a later time.

Ask about attachment limits and whether you can send high resolution images. Also ask about GDPR compliance; For handling journalist inquiries after your release, see how Persvragen handles journalist inquiries.

In summary, approach Dutch journalists with a clear, current, newsworthy angle, lead with the fact in one sentence, keep the release to one A4 page, and put it in the email body from an organisation address. Use De Perslijst by PR-Dashboard to target by interest area, schedule your send, and track delivery and opens.