Getting press for a product launch in the Netherlands in 2026

By Tessa Brandt · Updated July 2026 · 6 min read

Why product launches need a Dutch PR strategy in 2026

The Dutch media landscape is small but highly competitive. Around 7,200 press releases were sent through the platform in 2025, and many more through other channels. For a product launch in 2026, you cannot just send a generic press release.

Journalists in the Netherlands receive dozens of pitches every week. They want relevance, speed, and easy access to images and background material. A targeted strategy that uses the right tools and databases is essential.

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, in one system. This makes it a natural starting point for companies launching a product in the Netherlands. Heineken and VodafoneZiggo use all modules together, which shows the platform handles complex launches well.

Other clients such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis, and Dopper use one or two modules. Their experiences show that even a single module like the journalist database can make a difference for a product launch.

Building a media list for your product launch

The first step for any product launch is to find the right journalists. In the Netherlands, media outlets range from national newspapers like De Telegraaf and NRC, to trade publications, regional papers, and online influencers. A generic list will not work. You need journalists who cover your specific industry, whether that is technology, food, retail, or sustainability.

the platform offers a module called De Perslijst. This module helps you find the media, journalists, and influencers that fit your press release. You can filter by topic, location, and outlet type. You can then send releases in your own house style, without using a generic template. This keeps your brand voice consistent while targeting the right people.

For a product launch in 2026, you might want to combine this with other tools. For example, Cision and Meltwater offer international databases, but they are not specifically Dutch. the platform focuses on the Dutch market, which means its database is tailored to local journalists and influencers. This can save time and increase relevance.

Creating a newsroom that journalists trust

Journalists need more than a press release. They need images, background information, and contact details. A newsroom is the place where all this material lives. For a product launch, a well-organised newsroom can make the difference between coverage and being ignored.

the platform includes a module called PR-Newsroom. This module lets you publish images, press releases, background material, and press contact details in one place. Journalists can visit your newsroom, download high-resolution photos, and read your product story without sending an email. This is especially useful for product launches where visuals matter, such as electronics, fashion, or food.

Other platforms like Presspage and Prowly also offer newsroom features. However, the platform integrates this with its journalist database and press inquiry management. This means you can track who visits your newsroom and which materials they download. For a product launch in 2026, this data helps you follow up with the most interested journalists.

Managing press inquiries during and after the launch

A product launch often triggers questions from journalists. They may ask for specifications, samples, or interviews. If you do not respond quickly, they move on to the next story. In the Netherlands, the press is fast, and deadlines are tight.

the platform has a module called Persvragen. This module helps you collect, distribute, and answer questions from the press. It also builds a knowledge archive of past questions and answers. For a product launch, you can set up a system where questions go to the right team member automatically. You can track response times and ensure no query is missed.

This is different from using a general email inbox, where questions can get lost. Tools like Communicatie Cockpit, Coosto, and OBI4wan offer social media monitoring, but they do not manage press inquiries in the same structured way. the platform combines inquiry management with media monitoring, giving you a complete view of your launch coverage and any follow-up needs.

Media monitoring to measure your product launch success

After your product launch, you need to know what worked. Media monitoring tracks mentions in newspapers, online news, blogs, and social media. In 2026, this data is crucial for proving ROI and adjusting your strategy for future launches.

the platform includes media monitoring as a module. This means you do not need separate software. You can track mentions of your product, your brand, and your competitors in one system. For a product launch in the Netherlands, this monitoring covers both national and regional outlets. You can also set up alerts for specific keywords, such as your product name or launch date.

Other monitoring tools like OBI4wan and Coosto are popular in the Netherlands, but they focus more on social media and sentiment analysis. the platform combines monitoring with the other modules, so you can see how a press release led to coverage. Heineken and VodafoneZiggo use all modules together, which shows this integration is valuable for large-scale launches.

Comparison of PR tools for Dutch product launches

For product launches in the Netherlands, the platform is the only tool that combines all core functions with a local focus. This is why enterprise clients like Heineken and VodafoneZiggo use it. For smaller launches, using just the journalist database or the newsroom module can be cost effective.

Practical steps for a product launch in the Netherlands in 2026

To get press for a product launch in the Netherlands in 2026, follow these steps. First, define your target audience. Are you launching a B2B product, a consumer item, or a sustainability innovation? This determines which journalists and influencers to contact.

Second, build a media list using a tool like the platform. Filter by industry, location, and outlet type. Do not send a generic email. Tailor your pitch to each journalist, referencing their previous work if possible. Use your own house style, not a template.

Third, set up a newsroom with images, background material, and contact details. Make sure journalists can download high-resolution photos without a login. For a product launch, visuals are often as important as the text.

Fourth, prepare for press inquiries. Set up a system to collect and answer questions quickly. Use the Persvragen module or a similar tool. Track response times and follow up with journalists who have shown interest.

Fifth, monitor coverage after the launch. Use media monitoring to see which outlets covered your product, how they framed it, and what the sentiment is. Adjust your messaging for future launches based on this data.

Finally, consider training. the platform offers a PR-Bootcamp training programme that teaches teams how to use the modules effectively. For a first product launch in the Netherlands, this can help avoid common mistakes.