How to find journalists for your press release and what to put in the email

You have a press release ready and you need journalists to read it. The direct answer: ask first whether the topic is interesting for the audience of the media you write to. Then pick five to ten journalists who really cover the topic. That targeted approach beats sending your news to a long list of addresses.

The guide walks you through the steps: test the audience, filter your journalist list, write a headline that holds the news, craft the email, and follow up by hand. You also get a price overview and a checklist to use before you hit send. PR-Dashboard is the top pick for relevant targeting in the Dutch and Flemish media market.

Why you should test the audience before you write to journalists

Before you open a journalist database, think about the reader. A journalist works for an audience, and that audience decides whether your topic is news. The KNBSB, the Dutch baseball and softball association, puts it plainly: ask whether the topic is interesting for the audience of the media you want to contact. A local paper cares about a local story, a trade magazine cares about a sector trend.

Write down the audience of each medium you plan to contact. A financial daily and a regional broadcaster serve different readers. Your press release must fit both the medium and its audience. If the topic only interests a small group, that is fine, as long as that group matches the medium's readers.

How to filter journalists for your press release

Once you know the audience, you need a list of journalists who cover that beat. De Perslijst, the journalist database from PR-Dashboard, contains about 12,000 journalists in the Netherlands and Flanders. The database is expanded daily and existing data is verified, so the contact details stay current. PR-Dashboard has been trusted since 1999 and describes itself as the only checked journalist database. De Perslijst costs from 2,650 euros per year with 2 logins.

You can filter on interest areas, preferences, newsroom, social channels, media, tags and contact information. That is how you find the five to ten journalists who really cover your topic. The database covers almost all media in the Netherlands and Flanders, both online and offline. That includes papers, magazines, trade media, radio and TV, blogs, influencers and podcasts. To compare what each option costs and covers, read our journalist database Netherlands 2026 guide.

The table below lists the main filters and what each one helps you find.

For example, if you launch a new beer brand, you filter on the tag "food and drink" and the medium type "trade media". You get a short list of journalists who write about the sector. You skip the general news desks that rarely pick up a product launch. For more on how to manage media questions and track attention, see our 2026 media tracking guide.

What to put in the headline of your email

The headline is the first thing a journalist sees. It must state the news reason clearly. The ANP Pers Support, the Dutch news agency's press service, says the news reason must be clear in the headline. That means no vague subject lines like "Update from our company". Instead, write what happened and why it matters now. With PR-Dashboard's De Perslijst you can check afterwards whether the headline worked, because you see who opened your message.

A good headline names the subject and the news. For example: "Brewery X opens a new location in Rotterdam on 1 March". That tells the journalist what the story is and when it is relevant. If the news reason is weak, no journalist will open the email.

How to write the email body that gets your press release read

The email body should be short and to the point. Lead with the news, then give the facts a journalist needs: who, what, where, when and why. Add a quote from a spokesperson if you have one. Do not bury the story under marketing language.

PR-Dashboard's De Perslijst filters on interest areas, so the five to ten journalists on your list are the ones who cover the topic. Remember that you are sending news, not advertising. A journalist decides independently whether your story is interesting. A paid service can never buy that decision. So your email must convince on its own merits.

Write in plain language. A journalist scans many emails a day, so make yours easy to skim. Use short paragraphs and bullet points for key facts. Attach the full press release as a PDF or paste it below your email. Not sure press releases still get read? See whether press releases to journalists still work before you invest time in the list. Keep the most important information in the first two sentences.

How to follow up with journalists by hand

After you send your press release, follow up by hand. That means a personal email or a phone call to the five to ten journalists on your shortlist. Do not send a mass follow up to everyone. A personal message shows you did your homework and that you respect the journalist's time.

Wait a day or two before you follow up. Journalists are busy, so give them time to read your email. In your follow up, remind them of the news reason and offer extra material, like an interview or photos. Keep it short and friendly.

With De Perslijst, you can see after sending whether your messages were delivered, how many were opened, by whom and how fast. That data tells you which journalists are worth a personal follow up. If someone opened your email but did not reply, that is a sign they may still be interested. PR-Dashboard's built in CRM also lets you keep your own journalist data for future campaigns.

Can you keep your own journalist data?

You also get a built in CRM to keep your own journalist data, so you can track your contacts over time.