Essential Guide to PR and Communications in the Netherlands

The Dutch media landscape is incredibly diverse with a wide range of media outlets including trade publications catering to a variety of niches and target audiences.

The Netherlands has a strong tradition of independent journalism and press freedom. This is enshrined in the country’s constitution and valued as an important aspect of Dutch society. Thanks to this focus on independent journalism there is a high level of trust in the country’s media.

While most media are based in Amsterdam, there are some exceptions. For instance, some important tech-publications are based in the south and some verticals in the eastern part of the country.

Due to their independent nature, Dutch media are particularly critical of commercial stories and are generally not interested in brand or sales pitches.

To be successful, a pitch should be comprehensive and in-depth, clearly explaining how your input is relevant, inspirational, and informative to the audience.

Adding a local, objective example – such as a customer who can share their experiences – can be especially effective.

Global research is welcomed, but only if it includes data specific to the Netherlands.

There has been an interesting shift in media consumption in recent years, with young people increasingly using social media as their primary source of news. As a result, media companies are investing heavily in digitisation, new applications, and channels.

This shift towards social and digital-first media has contributed to a decline in print readership, with some print publications shutting down for good.

Overall, the Dutch media landscape has become smaller and more concentrated, with editorial offices having to get by with fewer staff. As a results, journalists tend to be less inclined to travel for press briefings and events, with most interviews conducted online.

As the media landscape becomes more concentrated and competitive, especially for vertical and trade media, most outlets are exploring new business models.

These models often include partnerships where campaigns and activities that contribute to brand awareness and lead generation are integrated.

This approach provides brands with an opportunity to achieve closer alignment between marketing and PR efforts, thereby amplifying their overall results.

The key to success lies in leveraging existing assets and localising them for both PR and marketing purposes. For example, enrich eBooks or bylined content with local examples, data, or viewpoints from local leaders that align with Dutch news or trends.

An awareness of relevant trends and subjects in other European countries can help make PR activity more joined up across the continent, allowing activities to be replicated across different markets while maintaining local relevance.