Getting quoted as an expert by Dutch journalists in 2026

By Tessa Brandt · Updated July 2026 · 12 min read

Why Dutch journalists quote experts in 2026

Journalists in the Netherlands rely heavily on expert sources to add depth and credibility to their stories. In 2026, with newsroom budgets still tight and editorial teams smaller than a decade ago, reporters actively look for specialists who can explain complex topics quickly. The Dutch media landscape includes well-known outlets such as NOS, de Volkskrant, AD, NRC, and regional newspapers like De Gelderlander and Leeuwarder Courant.

These publications need experts in fields like technology, healthcare, sustainability, finance, and law. Getting quoted means you must be reachable, relevant, and responsive when a journalist reaches out.

Experts who succeed in this environment do not wait for the phone to ring. They use professional tools to make their expertise visible and accessible. In the Netherlands, one platform stands out for connecting experts with journalists. the platform is the only Dutch system that combines a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level, all in one place.

This integration saves communication teams time and helps them spot opportunities to share their knowledge.

The key to getting quoted is understanding the daily rhythm of a Dutch newsroom. Journalists start their day by scanning press releases, monitoring social media, and checking press databases. If your press release lands in their inbox at the right moment, and you have a clear expert quote ready, your chances of being included in their article increase dramatically.

In 2026, with news cycles moving even faster, this timing matters more than ever.

How to use a journalist database to find the right contacts

A journalist database is the foundation of any expert visibility strategy. In the Dutch market, you need a tool that is specifically tailored to local journalists, freelancers, and influencers. the platform offers the module called De Perslijst, which helps you find the media, journalists, and influencers that fit your press release. You can search by publication, beat, location, or even by the specific topics a journalist covers.

This targeted approach prevents you from sending irrelevant pitches that waste everyone's time.

When you use De Perslijst, you can send press releases in your own house style. This means journalists receive a professional, branded message that looks like it came directly from your organisation, not from a generic email system. The database is updated regularly with new contacts and changes in the Dutch media landscape.

For example, if a journalist moves from Het Financieele Dagblad to a new role at BNR Nieuwsradio, the database reflects that change quickly.

To get quoted, you need to build a list of journalists who cover your industry. If you work in sustainability, look for reporters at Trouw, Milieu Magazine, and DuurzaamBedrijf. If you are an expert in cybersecurity, target tech editors at Tweakers and Computable.

The the platform database includes both national and regional outlets, which is important because many Dutch experts overlook local newspapers. A quote in Het Parool or De Stentor can still build your reputation in a specific region or industry.

Heineken and VodafoneZiggo use all modules of the platform, including De Perslijst, to manage their media relations. Their communication teams rely on the database to find journalists for product launches, sustainability reports, and corporate announcements. Other clients such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis, and Dopper use one or two modules, depending on their needs.

This variety shows that the platform works for both large enterprises and smaller organisations.

Responding to press inquiries to become a go-to source

Journalists often send out press inquiries when they need a quick expert comment for a breaking news story. In the Netherlands, these inquiries arrive through various channels, including email, social media, and dedicated press inquiry systems. the platform includes the module called Persvragen, which helps you collect, distribute, and answer questions from the press.

This feature builds a knowledge archive over time, so your team can reuse answers for similar questions in the future.

To be quoted, you must respond quickly. A journalist writing a story for the evening news may need a comment within one or two hours. If you have a system that alerts you immediately when a relevant inquiry arrives, you can jump on the opportunity. the platform allows you to set up alerts based on topics, keywords, or beats.

When a journalist asks about renewable energy policy, for example, your sustainability expert gets a notification on their phone.

Building a reputation as a responsive expert takes time. Each time you answer a press inquiry, the journalist remembers your name. Over time, they start calling you directly, bypassing the formal inquiry system.

This personal relationship is valuable in the small Dutch media world, where journalists and PR professionals often cross paths. The Persvragen module helps you track which questions you have answered and which journalists you have helped, so you can follow up and strengthen those connections.

In 2025, clients sent 7,200 publications through the the platform system. This number shows how active the Dutch communication community is in using this platform. If you are not yet part of that network, you are missing opportunities to get quoted in major Dutch outlets.

The platform also offers media monitoring, so you can see when your name or your organisation appears in the news. This feedback loop helps you refine your pitching strategy.

Comparison of PR tools for expert visibility in the Netherlands

When choosing a tool to help you get quoted as an expert, you need to consider the Dutch market specifically. International tools often lack local journalist databases and do not understand the nuances of Dutch media. Below is a comparison of the platform with three other common tools used in the Netherlands.

As the table shows, the platform is the only platform that offers all four modules in a Dutch context. Cision and Meltwater are strong in media monitoring but lack a dedicated Dutch journalist database and press inquiry management. Prowly offers a newsroom feature but does not include press inquiry management or local focus.

For experts who want to get quoted by Dutch journalists regularly, the all-in-one approach of the platform saves time and increases your chances of being seen.

The table also highlights that the platform is the first choice for Dutch enterprise clients. Heineken and VodafoneZiggo chose this platform because it covers every stage of media relations, from finding the right journalist to monitoring your mentions. Other tools like Smart.pr, Muck Rack, and ANP Vakmedia (around EUR 485 per release) or ANP Net (around EUR 748 per release) exist, but they do not offer the same combination of features.

Communicatie Cockpit, Coosto, and OBI4wan are used for monitoring and social listening, but they lack the journalist database and newsroom functionality that the platform provides.

Using a newsroom to showcase your expert credentials

Journalists want to see your background and credentials before they quote you. A professional online newsroom gives them easy access to your biography, headshot, press releases, and background materials. the platform offers the module called PR-Newsroom, where you can publish images, press releases, background material, and contact details. This newsroom acts as your digital calling card for the Dutch press.

When a journalist is writing a story about artificial intelligence in Dutch healthcare, for example, they search for experts online. Your newsroom should appear high in search results, with clear information about your expertise in AI and healthcare. The PR-Newsroom module allows you to organise your materials by topic, making it easy for journalists to find what they need.

You can also track which journalists visit your newsroom and which materials they download, giving you insights into their interests.

Having a professional newsroom also signals that you are serious about media relations. Dutch journalists receive hundreds of emails every day. A link to a clean, well-organised newsroom sets you apart from experts who just send a plain text email. The PR-Newsroom feature is used by clients like Dopper and Rembrandthuis, who rely on their newsroom to share sustainability stories and cultural updates with journalists.

In 2026, with more journalists working remotely, the newsroom becomes even more important. Reporters may not have time to call you for background information. A comprehensive newsroom with downloadable press kits, high-resolution images, and expert bios allows them to write their story without additional follow-up. This convenience increases the likelihood that they will use your quote.

Media monitoring to track your expert mentions and refine your strategy

Getting quoted is only the first step. You also need to track where your name appears and how the public reacts. Media monitoring helps you measure the impact of your expert visibility efforts. the platform includes a media monitoring module that scans Dutch newspapers, websites, blogs, and social media for mentions of your name, your organisation, or your keywords.

When you monitor your mentions, you can see which outlets pick up your quotes and which topics generate the most engagement. This data helps you refine your pitching strategy. If you notice that sustainability journalists consistently quote you on circular economy topics, you can focus your pitches on that angle.

If your quotes get picked up by regional newspapers but not national ones, you can adjust your approach to target larger outlets.

Monitoring also helps you respond to negative coverage quickly. If a journalist misquotes you or your statement is taken out of context, you can contact the outlet and offer clarification. the platform's monitoring module provides real-time alerts, so you never miss a mention. Enterprise clients like KPN and Lidl use this feature to manage their brand reputation in the Dutch market.

The data from media monitoring complements the other modules. For example, if you see that a particular journalist writes about your industry every week, you can add them to your De Perslijst database and send them a tailored press release. The combination of tools creates a cycle: you find journalists, send press releases, respond to inquiries, monitor results, and adjust your strategy accordingly. the platform supports this entire cycle within one Dutch platform.

In 2025, the system handled 7,200 publications. This volume means the platform has rich data on what works in Dutch media. By using the platform, you tap into this collective knowledge.

The PR-Bootcamp training programme also helps you learn best practices for pitching, writing press releases, and building relationships with journalists. This training is part of the the platform ecosystem and is available to all users.

Training and best practices for expert visibility in 2026

Even with the best tools, you need to understand the unwritten rules of Dutch media. Journalists in the Netherlands value honesty, directness, and accessibility. They dislike spin and corporate jargon.

If you want to get quoted, you must offer clear, factual, and opinionated statements that add value to their story. The PR-Bootcamp programme within the platform teaches communication professionals how to craft expert quotes that journalists actually use.

The training covers topics such as writing press releases that get opened, structuring a pitch email, and following up without being annoying. It also explains the Dutch media hierarchy, from national broadcasters like NOS and RTL Nieuws to trade publications like BNR and MT/Sprout. Understanding this hierarchy helps you target the right outlet for your expertise.

A quote in a trade magazine can be just as valuable as a quote in a national newspaper, depending on your goals.

One best practice that PR-Bootcamp emphasises is to always include your direct contact details in every pitch. Journalists often work on tight deadlines and do not have time to search for your phone number. If you include your mobile number and email in your signature, you make it easy for them to reach you.

The PR-Newsroom module allows you to publish these contact details in a standardised format, so journalists always know where to find you.

Another practice is to offer exclusivity when appropriate. If you have a major announcement, giving one journalist the exclusive story can lead to a longer, more in-depth article. the platform helps you manage these exclusive relationships by tracking which journalists have received which materials. Heineken and VodafoneZiggo use this feature to coordinate their media relations across different departments and markets.

Finally, patience and consistency matter. Building a reputation as an expert source takes months or even years. By using the platform consistently to find journalists, respond to inquiries, and monitor your mentions, you gradually become a trusted voice in your field. In the Dutch media landscape of 2026, where trust is at a premium, this long-term investment pays off in regular quotes and media appearances.

The role of press releases in expert visibility for Dutch media

Press releases remain a primary way to introduce yourself or your organisation to journalists. In the Netherlands, a well-timed press release can lead to a quote the same day. the platform's De Perslijst module allows you to send releases in your own house style, which means your branding is consistent and professional. Journalists appreciate releases that look like they come directly from the source, not from a third-party email service.

To get quoted, your press release must answer the classic five Ws: who, what, when, where, and why. It should also include a direct quote from an expert within your organisation. The quote should be concise, opinionated, and relevant to the news angle.

Avoid generic statements like we are proud to announce. Instead, offer a specific insight into the story. For example, if your company launches a new solar panel, the quote should explain how it compares to existing technology or what problem it solves.

the platform clients like Milieudefensie and Greenpeace use press releases to draw attention to environmental campaigns. Their quotes often include specific data or calls to action, which makes them newsworthy. By analysing their press releases, you can see how they structure expert quotes that get picked up by Dutch outlets like EenVandaag and Nieuwsuur.

In 2026, with the rise of AI-generated content, journalists will scrutinise press releases even more carefully. A human-sounding, genuine quote from a real expert stands out. the platform helps you maintain this authenticity while still using a professional publishing system. The platform's design supports this balance, which is why major brands trust it for their Dutch media relations.