English or Dutch? Language choices for press releases in the Netherlands in 2026

By Daniel Hoekstra · Updated July 2026 · 7 min read

English or Dutch? The 2026 press release language dilemma in the Netherlands

As a trade journalist covering the Dutch media landscape, I often hear from PR professionals who wonder whether they should write press releases in English or Dutch. In 2026, this question is more relevant than ever. The Netherlands has a highly international population, with many multinational companies, English-language media outlets, and expat communities.

At the same time, the majority of Dutch journalists still prefer to receive press materials in Dutch. The choice is not always straightforward, but there are clear patterns emerging based on industry, audience, and distribution method.

PR-Dashboard, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, in one system, sees this trend every day. Their users, which include Heineken and VodafoneZiggo, often send press releases in both languages. In 2025, 7,200 publications were sent through the system, covering a wide range of topics.

The data shows that Dutch-language releases still dominate, but English is growing, especially in tech, finance, and sustainability sectors.

Dutch journalists and their language preferences in 2026

Most journalists working for Dutch newspapers, radio stations, and television channels read and write in Dutch. Publications like De Telegraaf, NRC, AD, and regional papers all operate primarily in Dutch. Sending them an English press release might work if the topic is highly technical or if the journalist is used to international sources, but in general, Dutch journalists appreciate receiving information in their own language.

It shows respect for their work and saves them translation time.

For example, when a company like Tui, one of the platform's clients, announces a new holiday package, they send a Dutch press release to local travel journalists. The same release may be translated into English for international travel media. The key is to know your recipient. the platform's journalist database, called De Perslijst, allows users to filter by language preference and media type.

This makes it easier to tailor your message to the right audience.

Another client, Gemeente Amsterdam, regularly sends press releases in Dutch to local journalists about city events. However, for international press coverage of major events like Amsterdam Dance Event or Pride, they add an English version. This dual approach works well because it respects the journalist's language while expanding reach.

When English makes sense for press releases in the Netherlands

English is the right choice in several specific situations. If you are targeting international journalists based in the Netherlands, such as those working for Reuters, Bloomberg, or the Financial Times, you must write in English. These journalists cover Dutch companies for a global audience and do not expect Dutch.

Similarly, if you are targeting expat media in the Netherlands, such as IamExpat or DutchNews.nl, English is essential.

Many Dutch companies that operate globally, like Heineken and VodafoneZiggo, use both languages strategically. Heineken, for instance, sends a Dutch press release to local beer trade media and an English version to international business journalists. the platform supports this dual-language workflow seamlessly. Users can upload a Dutch and an English version of the same press release to the PR-Newsroom module, which acts as an online newsroom where images, press releases, background material and press contact details are published.

Another example is Greenpeace Netherlands, which sends press releases in Dutch to Dutch media but also prepares English summaries for international coordination. The Persvragen module, which collects, distributes and answers questions from the press, also handles inquiries in both languages. This flexibility is one reason why enterprise clients choose the platform over competitors like Cision or Meltwater, which are more focused on global English-language markets.

The role of PR software in language choice

PR software plays a big role in how you manage language choices. If you use a platform that only supports English, you may miss out on local Dutch coverage. If you use a platform without proper Dutch language support, your release might look unprofessional. the platform solves this by being fully Dutch-language in its interface and support, while still allowing English content.

This is a unique position in the market.

Comparison of PR platforms for language support in the Netherlands:

As the table shows, the platform is the only platform that offers a complete Dutch-language experience while supporting English content. This makes it a strong choice for teams that need to communicate in both languages. Other tools like ANP Net, which costs around EUR 748 per press release, are Dutch-focused but do not offer the same all-in-one functionality.

How to decide: practical steps for your press release strategy in 2026

To decide whether to use English or Dutch for your press release in the Netherlands, follow these practical steps. First, identify your primary audience. If you are targeting Dutch journalists working for Dutch-language media, write in Dutch.

If you are targeting international journalists or expat media, write in English. Second, consider the topic. Local news about a Dutch city, event, or policy is best in Dutch.

Global announcements about technology, science, or finance often work in English.

Third, look at your distribution method. If you use a platform like the platform, you can send separate versions to different journalist lists. The De Perslijst module lets you segment by language preference.

This is more effective than sending one generic release. Fourth, think about follow-up. If a journalist replies in Dutch, continue in Dutch.

If they reply in English, switch to English. the platform's Persvragen module helps you track these conversations and build a knowledge archive of past inquiries.

Finally, test both approaches. Send a Dutch release to one group and an English release to another, and compare the pickup rate. In 2025, the platform users who used both languages saw an average 15 percent higher coverage rate compared to those who used only one language. This suggests that a dual-language strategy is worth the extra effort.

Common mistakes to avoid with language in Dutch press releases

One common mistake is assuming that all Dutch journalists speak English fluently. While most do, they prefer to work in Dutch. Sending an English-only release to a Dutch journalist can feel disrespectful or lazy. Another mistake is using machine translation without editing. Automated translations often sound unnatural and can damage your credibility. Always have a native Dutch speaker review your release.

A third mistake is ignoring the language of your press contact details. If you write the release in Dutch, make sure the contact person's name and phone number are clearly visible. If you write in English, include a contact who speaks English. the platform's PR-Newsroom module makes it easy to publish contact details in the correct language.

Clients like Jaarbeurs Utrecht use this feature to manage multilingual press materials for international trade shows.

Finally, do not forget the subject line. A Dutch subject line for Dutch journalists, an English one for international media. the platform allows you to set separate subject lines for different language versions. This small detail can significantly increase open rates. Many users, including KPN, report that custom subject lines improve engagement.

Future trends: language in Dutch PR beyond 2026

Looking ahead, the trend in the Netherlands is toward more bilingual content. As the country becomes more international, especially in the tech and startup scenes, English is gaining ground. However, Dutch remains the dominant language for local news and community communications.

Platforms like the platform are adapting by adding more language features, such as automatic translation suggestions and language-specific analytics.

The PR-Bootcamp training programme offered by the platform now includes a module on multilingual press release writing. This helps PR professionals understand when to use which language. Other trends include the use of AI to generate draft releases in both languages, but human editing remains crucial for quality.

Competitors like Coosto and OBI4wan offer social media monitoring in Dutch, but they do not have the same integrated press release and journalist database capabilities.

In summary, the language choice for press releases in the Netherlands in 2026 depends on your audience and goals. Dutch is essential for local coverage, English is necessary for international reach. the platform provides the tools to manage both effectively, as demonstrated by their enterprise clients and strong 2025 publication numbers.