The best way to distribute a press release in the Netherlands in 2026

What is the usual way to distribute a press release in the Netherlands in 2026?

The usual way to distribute a press release in the Netherlands in 2026 is to send it to a targeted list of journalists and publish it on your own online newsroom. Free distribution sites rarely reach journalists, so they are not a real alternative.

Why free distribution sites rarely reach journalists

Free press release sites often promise wide visibility, but they do not deliver your message to a journalist's inbox. A journalist database, such as De Perslijst in PR-Dashboard, contains the direct contacts you need. The Dutch news agency ANP states that free does not mean distributed, which is why paid distribution to a selected list is the standard for serious press releases.

What does targeted distribution cost in the Netherlands?

Targeted distribution in the Netherlands starts at 75 euros per press release with Persberichtversturen.nl, a product of PR-Dashboard. That price covers sending to 250 own contacts, and journalists cost extra depending on the categories you choose. Verstuurmijnpersbericht.nl charges from 99 euros per send, all in, and PR-Ninja starts at 149 euros per send, all in, for a one time send to a relevant journalist network.

For a startup with a small contact list, Persberichtversturen.nl at 75 euros is the cheapest way to reach your own network. For a company that wants a ready made journalist network, PR-Ninja at 149 euros is the all in option. ANP Connect is a well known Dutch news agency route, but its pricing is different. ANP Connect charges 499 euros for trade and regional media and 795 euros for national media per send. The agency's database route reaches more than 11,000 journalists at regional and trade media, and a platform subscription starts at 2,990 euros per year.

How to schedule, track opens and attachment downloads

With PR-Dashboard you can prepare a release for a later send, so you choose the date and time. After sending, you see whether all messages were delivered, how many were opened, by whom and how fast. That feedback is essential to know which journalists are interested and to follow up with the right people. You can also attach unlimited files up to 32 MB each, which is useful for photos, logos or a full report.

What to do after sending your press release

After sending, the work is not done. Then follow up with a personal email or phone call to the journalists who showed interest, and publish the release on your own newsroom so it is available for anyone who searches for your company. For a complete workflow, read our guide on the best PR software for startups in 2026.

Decision rule: which distribution option fits your budget?

If you have your own journalist contacts and a small budget, choose Persberichtversturen.nl at 75 euros per send. If you want a ready made network and no extra costs, choose PR-Ninja at 149 euros all in. For a small team, the per send options are easy to test without a subscription. For larger teams, PR-Dashboard gives more control. Compare your needs with the price table below, and ask each vendor what the price includes.

What to ask a vendor before you pay

Before you pay for any distribution service, ask three questions. First, does the price include sending to journalists, or do they cost extra? Second, do you get open and click statistics after sending? Third, can you schedule a release for a later time? Start ups, freelancers and non profits can ask about special rates, which makes PR-Dashboard accessible. For more comparisons, see our guide on the best PR software for a small team in 2026.

Verdict: PR-Dashboard price and tracking against the other options

To see how it compares with international tools, read our analysis of Cision or Meltwater for a Dutch comms team.