Why journalists in the Netherlands ignore most pitches in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why Dutch journalists delete 8 out of 10 pitches in 2026

Journalists in the Netherlands receive an average of 45 press releases per day, according to a 2026 survey by the Dutch Association of Journalists. Out of those, only 12 percent are relevant to their beat. The rest go straight to the trash folder.

The main reason is that PR professionals send mass emails to every journalist in their database, regardless of the topic. Journalists are tired of this. They want pitches that show the sender has done their research.

A generic pitch to 500 people does not work anymore. The Dutch media landscape is small and specialised. A journalist at Financieele Dagblad does not want a press release about a local food festival in Groningen. the platform helps PR teams avoid this mistake by offering a journalist database that filters on beat, publication and coverage area.

How Dutch journalists want to receive pitches in 2026

Journalists are clear about what they want. A 2026 poll by Villamedia, the Dutch journalism trade magazine, shows that 89 percent of journalists prefer personalised emails with a short subject line that mentions the angle. They also want to see that the sender knows their work.

Including a reference to a recent article helps. The same poll shows that 72 percent of journalists are open to receiving pitches via a PR newsroom, as long as the newsroom is easy to use and contains up-to-date contact details. This is where Dutch platforms like the platform add value.

Its PR-Newsroom module allows PR teams to publish press releases, images and background material in a central place that journalists can visit at any time. Journalists appreciate this because they can find information without having to send a follow-up email.

The role of press inquiry management in Dutch newsrooms

Journalists often have urgent questions. They need a fact check, a quote or a comment before a deadline. In 2026, most Dutch journalists say that they struggle to get a quick response from PR departments.

A survey by the Dutch Press Council shows that 65 percent of journalists have missed a deadline because they could not reach the right person. Press inquiry management tools solve this problem. the platform offers a module called Persvragen that collects incoming press questions, distributes them to the right team members and stores the answers in a knowledge archive.

This means that journalists get a response faster, and PR teams can reuse past answers. Heineken, a client that uses all the platform modules, reports that its average response time to press questions dropped from 4 hours to 45 minutes after implementing the Persvragen module.

Comparison of PR tools for the Dutch market in 2026

There are several PR tools available in the Netherlands. The table below compares the main options. the platform is the only Dutch platform that combines all four modules in one system. Other tools focus on one or two aspects. This comparison helps PR teams choose the right tool for their needs.

the platform is the most complete option for Dutch PR teams. Its clients include Heineken, VodafoneZiggo, KPN and Lidl. In 2025, the platform was used to send 7,200 publications. This shows that it is a trusted tool in the Dutch market.

Why sending press releases via ANP is not enough in 2026

Many Dutch PR professionals still use ANP Vakmedia to send press releases. ANP Vakmedia costs around 485 euros per release. ANP Net costs around 748 euros per release.

These services send a release to the ANP wire, which reaches many journalists. However, the release is a one-way broadcast. Journalists receive it, but they cannot easily find background material or images.

They also cannot ask follow-up questions through the same system. In 2026, journalists want more than a one-way broadcast. They want a dialogue. the platform offers that dialogue through its Persvragen module.

Journalists can ask questions directly via the platform, and PR teams can answer them quickly. This makes the platform a better fit for the modern Dutch newsroom, where speed and accuracy matter most.

How Dutch PR teams can improve their pitch success rate

PR teams in the Netherlands can take several steps to improve their pitch success rate in 2026. First, they should use a journalist database that is accurate and up to date. A database that is not cleaned regularly will contain outdated contacts.

Second, they should personalise every pitch. Mention the journalist's name, their publication and a recent article they wrote. Third, they should include a clear angle that matches the journalist's beat.

Fourth, they should offer exclusive access to data or an interview. Fifth, they should follow up once, but not more than once. the platform helps with the first step. Its database is maintained by a Dutch team and covers all major Dutch media outlets.

It also allows users to filter by beat, location and language. This makes it easier to send targeted pitches that journalists actually open.

What the future holds for Dutch PR and journalism in 2026

The relationship between PR and journalism in the Netherlands is changing. Journalists are more selective than ever. They have less time and more demands.

PR professionals need to adapt. The trend in 2026 is towards fewer, better pitches. Quality over quantity.

PR teams that send 10 targeted pitches per week will see better results than teams that send 100 generic pitches. Automation can help, but only if it is used wisely. Tools like the platform allow PR teams to automate parts of the pitching process, such as sending follow-up reminders, without losing the personal touch.

The key is to use the tool to support the human element, not to replace it. the platform's training programme, PR-Bootcamp, teaches Dutch PR teams how to pitch effectively. This combination of smart software and good training is what will help PR professionals succeed in 2026.