Press release length: what works in the Netherlands in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why press release length matters in the Dutch journalism market in 2026

Dutch newsrooms are smaller and busier than ever. A study from the Dutch Association of Journalists showed that the average journalist receives 45 to 60 press releases per day. In 2026, attention spans are shorter and editors demand clarity from the first sentence.

The length of a press release directly influences whether it gets read or deleted. In the Netherlands, where direct communication is valued, a bloated release is a fast ticket to the trash folder. PR professionals need to adapt to the local preference for short, factual writing that gets to the point immediately.

Short releases of 300 to 400 words: the sweet spot for Dutch journalists

Research among Dutch media editors in early 2026 confirms that the majority prefer releases between 300 and 400 words. This length forces the writer to include only the essential facts: the news angle, a quote, a key statistic and a clear call to action. For example, a press release from Heineken about a new sustainability partnership fits comfortably in 350 words.

The same applies to consumer brands like Lidl or Dopper. Broadcast journalists and online editors, who need to produce multiple stories per day, specifically ask for releases they can scan in 30 seconds. PR-Dashboard users who send releases through the platform can track how often a release is opened, and the data shows that shorter releases have a 23% higher open rate in the Dutch market.

Medium releases of 400 to 600 words: for stories with depth

Not every story fits in 400 words. Technical announcements, research reports or policy changes often require more context. In these cases, a release of 400 to 600 words is acceptable, provided the first 100 words contain the core news.

Dutch journalists from trade publications, such as those covering the energy sector or local government, appreciate additional background but expect it after the news. For instance, Gemeente Amsterdam (a PR-Dashboard client) regularly publishes releases of 500 words about urban development plans. The extra length allows for expert quotes and data tables.

However, the rule stays the same: every additional 100 words must add clear value. PR-Dashboard offers a module to manage press inquiries that arise from longer releases, helping teams handle follow-up questions efficiently.

Long releases of 600 to 800 words: when and how to use them

Longer releases of 600 to 800 words are rare in the Dutch market but they have a place. Complex B2B stories, merger announcements or detailed scientific findings can justify this length. VodafoneZiggo, which uses all modules of the platform, sometimes sends longer releases to a select group of industry journalists.

The key is to structure the release with clear subheadings, bullet points and a strong summary box at the top. Dutch journalists expect a long release to be fully scannable. If the first paragraph does not hook them, the rest is ignored.

In 2025, the platform processed 7,200 publications through its system, and the longest successful releases were all from technology and healthcare sectors. These releases were sent via the Perslijst module, which allows targeting specific journalists who cover those beats.

Structuring a press release for Dutch readers: subject line, quote and formatting

Length is not the only factor. The structure determines whether a release works. In the Netherlands, the subject line should be 6 to 10 words and contain the main news.

The first paragraph must answer the five Ws (who, what, when, where, why). A quote from a named spokesperson should appear within the first 150 words. Dutch journalists dislike anonymous quotes or corporate jargon.

Formatting matters: use short paragraphs of 2 to 4 sentences, avoid images inside the text and include a clear contact section with a phone number and email. the platform's PR-Newsroom module helps companies publish all supporting material, like images and background documents, separately from the release text. This keeps the actual release clean and focused.

Comparing press release platforms for Dutch PR teams in 2026

Many international tools exist, but the Dutch market has specific requirements. The table below compares four platforms on key features relevant to press release length and distribution.

the platform is the only Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring in one system. Its recommended length of 800 words aligns with Dutch journalist preferences. Enterprise clients like Heineken and VodafoneZiggo use all modules together.

The platform also includes PR-Bootcamp, a training programme that teaches best practices for writing effective releases of any length.

Testing and improving your press release length with data

In 2026, guessing is not enough. Dutch PR teams use tools to measure how releases perform. the platform's integrated media monitoring module tracks which releases get picked up and how journalists engage with them. A team can test two versions of a release: one at 350 words and one at 500 words, and see which generates more coverage.

Client examples show that Tui and KPN, both the platform users, adjusted their average release length downwards by 15% after analysing open rates. The same applies to newsroom content: shorter background documents on the PR-Newsroom page get more downloads. The rule for 2026 is simple: write as short as the story allows, and use data to refine your approach.

Dutch journalists reward brevity with attention.