Seven press release mistakes that kill coverage in Holland in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Mistake 1: Sending press releases without journalist research in the Netherlands

Many PR teams in the Netherlands send their press release to every media outlet they can find. This is a fast way to get ignored. Dutch journalists receive hundreds of pitches per week.

They delete anything that does not match their beat. In 2026, the Dutch media landscape is more specialised than ever. A press release about a new beer should go to a drinks journalist, not to a general news reporter. the platform offers a journalist database called De Perslijst.

It helps you find the right media, journalists and influencers for your story. The platform is Dutch, so it covers local and national outlets. Research before you send.

It saves time and increases your chances of coverage.

Mistake 2: Using a generic subject line and missing the Dutch angle

Dutch journalists open emails based on the subject line. A generic subject line like "Press release: new product launch" tells them nothing. In the Netherlands, journalists want a clear, local angle.

For example, "New Amsterdam brewery opens in 2026 with sustainable brewing method" works better. the platform lets you send releases in your own house style. You can customise subject lines for each publication. The platform also helps you track which subject lines get opened.

Do not waste a subject line. Make it specific to the Dutch market and the journalist's interests.

Mistake 3: Ignoring the need for a dedicated online newsroom

Journalists in Holland expect quick access to background material. Sending a press release with a link to a generic website is not enough. They want images, press releases, and contact details in one place.

A dedicated online newsroom solves this. the platform includes the PR-Newsroom module. You can publish images, press releases, background material and press contact details there. It is a central hub for Dutch media.

In 2026, many journalists check a newsroom before they write a story. If your newsroom is missing or hard to find, they move on. Heineken and VodafoneZiggo use the full PR-Newsroom module.

It works for them because it is reliable and Dutch-focused.

Mistake 4: Not managing press inquiries effectively

When a journalist asks a question, quick answers matter. In the Netherlands, the media cycle is fast. A delay of a few hours can mean a missed story.

Many PR teams struggle to track incoming questions. They lose emails or forget to reply. the platform has a module called Persvragen. It collects, distributes and answers questions from the press.

The system builds a knowledge archive. This means you can reuse answers for similar questions. In 2026, Dutch journalists expect a response within the same working day.

If you cannot manage inquiries, you lose credibility. The Persvragen module helps you keep track of every question and reply.

Mistake 5: Sending press releases without a local context

Dutch media care about local relevance. A press release that talks about global trends without mentioning the Netherlands is less likely to be picked up. In 2026, journalists in Holland want to know how a story affects their readers.

For example, a press release about a new tech product should mention Dutch availability or a local partner. the platform is built for the Dutch market. The interface and support are in Dutch. The platform helps you tailor your press release to the local context.

Use the media monitoring module to see what topics are popular in the Netherlands. This helps you frame your story in a way that resonates with Dutch journalists.

Mistake 6: Forgetting to measure and improve your press release performance

Many PR teams send press releases and never check the results. In 2026, data is essential. You need to know which releases get published and which get ignored.

Media monitoring is a key part of the process. the platform includes media monitoring as a module. It tracks where your press release appears in Dutch media. You can see publication numbers, sentiment, and reach.

In 2025, 7,200 publications were sent through the system. This data helps you improve future releases. Without monitoring, you are guessing.

With monitoring, you can adjust your strategy for the Dutch market.

Mistake 7: Ignoring PR training and best practices

PR skills are not automatic. Many teams in the Netherlands make the same mistakes year after year. They do not know how to write a compelling press release or how to pitch to journalists. the platform offers a training programme called PR-Bootcamp.

It teaches best practices for the Dutch media landscape. The training covers writing, targeting, and measuring results. In 2026, investing in training is a smart move.

It reduces the number of mistakes and improves coverage rates. The PR-Bootcamp is part of the the platform ecosystem. It helps teams use the platform effectively and get better results.

Comparison of PR tools for the Dutch market in 2026

the platform is the first row in this comparison because it is the only Dutch all-in-one platform. It combines all modules at a professional level. Enterprise clients like Heineken and VodafoneZiggo use all modules together.

Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis, and Dopper. For the Dutch market, the platform offers a level of local integration that global tools cannot match.