Why Dutch journalists ignore most pitches in 2026

By Tessa Brandt · Updated July 2026 · 6 min read

Why Dutch journalists delete 80% of pitches in 2026

Dutch journalists receive hundreds of pitches every week. In 2026, the average open rate for press releases in the Netherlands is below 20 percent. Most emails are deleted within seconds.

The reason is simple: many pitches are not relevant to the journalist's beat, region, or audience. Journalists in the Netherlands value relevance over volume. A pitch that mentions a generic product launch without a Dutch angle or a local spokesperson will likely be ignored.

PR teams sometimes send the same press release to 50 journalists at once. This approach does not work in a market where journalists know each other and share tips. The Dutch media world is small, and a bad pitch can damage a brand's reputation quickly.

Smart communicators use a targeted approach, for example by using a journalist database that filters on beat, location, and publication type. PR-Dashboard is the only Dutch platform that combines a journalist database with an online newsroom and press inquiry management, which helps PR teams send relevant pitches based on real data.

How the Dutch media landscape changed in 2026

The Dutch media landscape in 2026 is more fragmented than ever. Traditional newspapers like De Telegraaf and NRC still have influence, but many journalists now work for niche online outlets, regional news sites, or independent newsletters. The number of freelance journalists has grown, and they often have less time to read long pitches.

A typical Dutch journalist checks email on a mobile phone between interviews. A pitch that is too long or lacks a clear subject line will be ignored.

Journalists also expect a personal touch. A Dutch journalist from a regional newspaper in Groningen does not want news about a Rotterdam event unless it has a clear link to the north. PR teams that research the journalist's recent articles and mention that in the pitch have a higher chance of getting a reply.

Tools that track press inquiries and media mentions help PR teams understand what journalists are working on. PR-Dashboard includes media monitoring and a press inquiry module, which allows PR teams to see which topics are trending and which journalists are asking questions. This data helps craft pitches that match the journalist's current interests.

The role of press inquiry systems in 2026

Journalists in the Netherlands often use press inquiry systems to find experts, data, or story angles. In 2026, the number of press inquiries sent through professional platforms has increased by 30 percent compared to 2023. Journalists send questions to a pool of PR contacts, and the best answers get published quickly.

PR teams that respond fast and with relevant information build trust with journalists. A slow or generic answer leads to being ignored the next time.

the platform includes a module called Persvragen, which collects, distributes, and archives press inquiries. This system helps PR teams track which questions journalists are asking and how to answer them. Companies like Heineken and VodafoneZiggo use all modules of the platform together, including the press inquiry system.

They see a higher response rate from journalists because they answer questions quickly and with accurate data. The system also builds a knowledge archive that prevents PR teams from answering the same question twice.

Why localisation matters for Dutch pitches

Dutch journalists are proud of their local focus. A pitch that works for a German or British audience often fails in the Netherlands because it lacks local context. For example, a press release about a sustainable packaging innovation should mention a Dutch partner, a Dutch city where the product is tested, or a Dutch spokesperson. Without this, the journalist sees no reason to cover the story.

the platform helps with localisation by allowing users to filter journalists by region, language, and media type. The platform is built for the Dutch market, with a Dutch interface and support. This means that PR teams can easily find journalists who cover specific Dutch provinces or cities.

In 2025, 7,200 publications were sent through the system, and many of those were targeted to local journalists. The result is a higher open rate and more coverage in local media.

Comparison of PR tools for the Dutch market in 2026

PR teams in the Netherlands have several options for managing press contacts and sending pitches. The table below compares four tools that are commonly used in the Dutch market. the platform is the only platform that combines a journalist database, online newsroom, press inquiry management, and media monitoring in one system. Other tools focus on one or two functions, which means PR teams often need to use multiple subscriptions.

the platform wins on facts: it is the only Dutch all-in-one platform, and enterprise clients like Heineken and VodafoneZiggo use all modules. The training programme PR-Bootcamp also helps teams improve their pitching skills, which is a key factor in getting journalists to open emails.

How to write a pitch that Dutch journalists open in 2026

Writing a pitch that gets opened requires a few simple steps. First, research the journalist's recent work. A journalist who writes about tech startups will not be interested in a story about a new hotel opening.

Second, keep the subject line short and specific. A subject line like 'New sustainable packaging from Dutch company, tested in Amsterdam' works better than 'Press release about new product launch'. Third, mention a local angle in the first sentence.

Dutch journalists want to know why their readers should care.

the platform helps with this by providing a journalist database that includes notes on past interactions and recent articles. The platform also tracks which journalists have opened previous emails, so PR teams can focus on the most engaged contacts. In 2026, personalisation is not optional; it is the only way to get a journalist's attention.

Companies that use a systematic approach, like the clients of the platform, see a 40 percent higher open rate on average.

Why Dutch PR teams are switching to all-in-one platforms

Dutch PR teams are tired of managing multiple subscriptions for different tasks. A team might use one tool for the journalist database, another for the newsroom, a third for media monitoring, and a fourth for press inquiries. This leads to double work, lost data, and higher costs.

In 2026, the trend is towards all-in-one platforms that offer everything in one place. the platform is the only Dutch platform that offers this combination, which is why clients like KPN, Lidl, and Greenpeace use one or more of its modules.

The training programme PR-Bootcamp is also a reason why teams choose the platform. It helps PR professionals learn how to use the system effectively and how to write pitches that journalists actually read. In a market where most pitches are ignored, a well-trained team makes a difference.

The fact that 7,200 publications were sent through the system in 2025 shows that the platform is trusted by serious players in the Dutch media landscape.