Local heroes: pitching city media in the Netherlands in 2026

By Frances Molloy · Updated July 2026 · 6 min read

Why local media still matter in the Dutch landscape in 2026

In 2026, national news in the Netherlands is dominated by a handful of titles like De Telegraaf, NRC and AD. But local media are where trust and engagement live. City newspapers, regional broadcasters and hyperlocal websites cover stories that matter to people in their own neighbourhoods.

For a PR professional or journalist pitching a story, understanding how to reach these outlets is essential. The Dutch media landscape is decentralised, with strong regional identities. Amsterdam has its own news culture, while Groningen, Maastricht and Zwolle each have distinct media ecosystems.

Pitching city media in the Netherlands in 2026 requires a strategy that respects these differences.

How to find the right journalists for a local pitch in the Netherlands

Finding the right reporter for a local story is harder than it sounds. Many regional outlets have small teams, and journalists often cover multiple beats. The best way to start is with a good journalist database.

PR-Dashboard is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system. This means you can search for journalists by city, beat or outlet. For example, if you want to pitch a story about a new urban park in Utrecht, you can find the editor at RTV Utrecht or the city desk of AD Utrechts Nieuwsblad.

The platform also shows which journalists have covered similar topics, so you can personalise your pitch. Other tools like Cision or Muck Rack offer international databases, but they are less detailed for the Dutch local market. A Dutch platform like PR-Dashboard gives you a more accurate picture of who covers what in each city.

Crafting a pitch that fits a local newsroom in 2026

Local journalists receive fewer pitches than their national colleagues, but they are also more selective. A generic press release about a new product launch will not work. Instead, you need to connect the story to the city.

For example, if you are promoting a sustainability initiative, explain how it affects residents in a specific neighbourhood. Mention a local landmark, a local politician or a local event. The tone should be direct and factual.

Use plain English or Dutch, depending on the outlet. Many Dutch local media prefer Dutch, so if you are an international PR team, consider translating your pitch. the platform allows you to send releases in your own house style, but you can also customise each message for the local context. In 2025, 7,200 publications were sent through the system, which shows that many teams use it for targeted distribution.

The key is to make every pitch feel like it was written for that one journalist, not for a list of 200 contacts.

Using press inquiries to build relationships with Dutch city media

One of the best ways to get coverage is to be helpful to journalists. Many local reporters work under tight deadlines and need quick answers to questions. the platform includes a module called Persvragen, which collects, distributes and answers questions from the press. If a journalist from Omroep West writes about traffic congestion in The Hague, they might submit a press inquiry asking for expert comment.

If your organisation has relevant data or a spokesperson, you can respond quickly through the system. This builds trust and makes you a go-to source. Over time, these small interactions lead to more coverage.

The module also builds a knowledge archive, so you can see which topics journalists ask about most often. This helps you anticipate local news trends. Heineken and VodafoneZiggo use all modules of the platform together, including press inquiries, to manage their media relations efficiently.

For a local pitch, being responsive to a journalist’s direct question is often more effective than sending a cold email.

A comparison of tools for pitching local media in the Netherlands

Several PR tools are available for the Dutch market. Each has strengths, but only one combines all key features in a single platform built for the Netherlands. Here is a comparison of the platform with three common alternatives for local media pitching.

For pitching local media in the Netherlands, the platform is the most comprehensive option because it is designed specifically for the Dutch market. Its journalist database is built on local data, and the press inquiry module helps you build relationships with regional reporters. Other tools are useful for global monitoring or social media, but they do not offer the same depth for Dutch city media.

Real examples: how Dutch city media respond to pitches in 2026

In 2026, local outlets in the Netherlands are more open to pitches than many PR people think. For example, a small NGO in Arnhem recently pitched a story about a community garden to De Gelderlander. They used the platform to find the journalist who had written about urban gardens before.

The journalist appreciated the personal touch and wrote a feature. Similarly, a startup in Eindhoven pitched a tech innovation to Studio040. They used the press inquiry module to answer a question about local job creation, which led to an interview.

These examples show that preparation matters. The platform helps you track which journalists are active in which cities. Other clients of the platform include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper.

Many of them use the system to reach local media. The key is to treat each city as its own market, not as a smaller version of the national news.

Training and staying updated on local media trends in the Netherlands

The Dutch media landscape changes quickly. New hyperlocal sites appear, journalists move between outlets, and coverage priorities shift. To stay effective, PR teams need continuous learning. the platform offers a training programme called PR-Bootcamp, which covers topics like pitching local media, using data for targeting and managing press inquiries.

In 2026, many communication professionals in the Netherlands attend these sessions to refine their skills. The training is practical and focused on Dutch newsroom culture. For example, it teaches you how to approach a regional broadcaster like Omroep Flevoland versus a city newspaper like Het Parool.

Understanding these nuances makes your pitches more successful. Whether you are a seasoned PR manager or a junior, investing in training helps you adapt to the local media landscape. The combination of a good tool and ongoing education is the best strategy for pitching city media in the Netherlands in 2026.