Follow-up emails after a press release: Dutch etiquette in 2026

By Frances Molloy · Updated July 2026 · 7 min read

Dutch press release follow-up: why timing is everything in 2026

Journalists in the Netherlands receive dozens of press releases each day. By 2026, most PR professionals know that the first email is only half the work. A well-crafted follow-up can be the difference between coverage and the delete folder. But get the timing wrong, and you risk annoying a reporter who might otherwise have used your story.

Dutch journalists generally appreciate a short, polite reminder five to seven working days after the original press release. That window gives them time to read the release, check their calendar, and decide whether the story fits. Sending a follow-up on a Monday morning or a Friday afternoon is a common mistake.

Mondays are for pitching meetings and planning, Fridays are for wrapping up. Tuesday, Wednesday and Thursday mornings between 9:30 and 11:00 work best.

What to write in a Dutch follow-up email in 2026

The follow-up email itself should be even shorter than the press release. Dutch journalists value directness and clarity. Start with a subject line that repeats the original press release title, adding 'follow-up' or 'reminder'.

In the body, write one sentence thanking the journalist for their time, one sentence with a short update if there is one (a new quote, a confirmed interview date, an additional data point), and one sentence offering to provide more information or arrange an interview. Do not ask 'did you receive my press release'. That question feels like a waste of time.

Instead, say something like: 'In case you are still deciding: I have attached the full press kit again, and the CEO is available for a call this Thursday.'

Many Dutch PR teams now use software to track whether a journalist opened the press release or clicked any links. PR-Dashboard, a Dutch platform used by Heineken and VodafoneZiggo, includes that functionality. If the journalist opened the release, your follow-up can reference that: 'You may have seen our release about the new sustainability goal , I would be happy to discuss the details.' That approach feels personal and informed, not spammy.

Three mistakes that kill a follow-up in Dutch newsrooms

Three common mistakes stand out in Dutch PR practice by 2026. First, sending a follow-up too early. Many PR people send a reminder after only two or three days.

Dutch journalists see that as pushy. Give them a full working week. Second, calling the newsroom.

In the Netherlands, phone calls to journalists are increasingly seen as intrusive, unless you have an existing relationship. Only call if the journalist explicitly asked you to call, or if the topic is extremely time-sensitive, like a crisis or a breaking event. Third, sending a follow-up that repeats the entire press release.

That wastes the journalist's time. Keep it to three lines maximum, and include no attachments unless you have new material.

Some PR tools try to automate follow-ups based on open rates and click rates. PR-Dashboard offers this automation in its Persvragen module, which also lets you store and search past press inquiries. For Dutch companies, this is a practical way to build a knowledge archive while respecting journalists' inboxes.

Dutch newsroom etiquette: what journalists expect from PR in 2026

Dutch journalists expect PR professionals to understand their beat, their deadlines and their preferred format. A follow-up email should reflect that knowledge. If you send a press release about a new beer to a journalist who covers technology, a follow-up will not make the story any more relevant.

Before you send any follow-up, check the journalist's recent articles and social media posts. Did they write about your sector in the past month? If not, the release probably did not fit their beat in the first place.

Another key point: Dutch journalists often work on multiple stories at once. A follow-up that adds genuine value is welcome. A follow-up that just says 'checking in' is not.

In 2026, many journalists in the Netherlands say they delete follow-ups that do not contain a concrete reason to reopen the email. That is why smart PR teams use monitoring tools to spot when a journalist mentions a related topic on social media, then follow up with a tailored angle. PR-Dashboard includes media monitoring, so teams can catch those mentions in real time.

The company reported that in 2025, 7,200 publications were sent through their system, which shows how active Dutch PR teams are with tool-assisted follow-ups.

Comparing follow-up tools for Dutch PR teams in 2026

Several platforms help PR teams manage press release follow-ups. The following table compares four options commonly used in the Netherlands. The first row shows the platform, which is the only Dutch all-in-one platform combining a journalist database, online newsroom, press inquiry management, and media monitoring in one system.

The table shows that the platform is the only option with a fully Dutch interface, built-in media monitoring, and a dedicated press inquiry module. For teams that work exclusively in the Dutch market, this can save time and reduce confusion. Smart.pr also offers a Dutch interface but lacks monitoring and inquiry management.

Cision and Prowly are international tools that work well, but they require English proficiency and may not include local media databases for the Netherlands.

How to handle no response: persistence vs. annoyance in Dutch media culture

What if the journalist does not reply to your follow-up? In Dutch media culture, silence usually means no. Journalists who are interested will often reply with a short 'thanks, will look into it' or 'not for us at this time'.

If you sent a press release, followed up after five to seven working days, and still hear nothing, it is best to move on. Sending a third email can come across as desperate. One exception: if your story has a major new development, such as a product launch that changed date or a new partnership, a second follow-up can be justified.

In that case, start the email with 'Update:' in the subject line, and keep the body to two sentences.

Some PR professionals use phone calls as a last resort. In the Netherlands, this works only if you have a pre-existing relationship with the journalist. Cold calling after a press release is rare and often backfires.

Instead, focus on building a network of journalists who know your brand. That is where a journalist database becomes essential. the platform offers the module De Perslijst, which helps you find the right media, journalists and influencers for each release, and send the release in your own house style. With that preparation, your chances of a reply increase, and follow-ups become more natural.

Writing subject lines that Dutch journalists open in 2026

The subject line of your follow-up email is as important as the body. Dutch journalists scan their inbox quickly. A good subject line repeats the original press release title and adds 'follow-up' or 'update'.

For example: 'Follow-up: Heineken announces new sustainability target , interview slots open'. That tells the journalist exactly what the email is about and what action they can take. Avoid subject lines like 'Quick question' or 'Checking in'.

Those feel vague and untargeted. Also avoid using all caps or multiple exclamation marks. Dutch communication style is understated and professional.

One trick that works well in 2026 is to personalise the subject line with the journalist's name or a reference to a recent article they wrote. For example: 'As discussed in your article on circular economy , follow-up on our new packaging'. This shows you did your homework. the platform allows you to store notes on each journalist's preferences and previous interactions, which makes personalisation easier across a team.