Successful PR Strategies for Startups in the Netherlands

Gaining recognition in the competitive Dutch startup ecosystem takes more than a groundbreaking product. To truly stand out, you need a strategic, localized public relations (PR) approach that speaks directly to the expectations of Dutch audiences and the unique characteristics of the Netherlands’ media landscape.

Whether you’re launching a new startup or scaling your existing venture, this guide will help you navigate PR in the Netherlands with confidence from choosing the right communication channels to crafting culturally resonant messages.

Why Public Relations Matters for Startups in the Netherlands

Effective PR does more than generate buzz—it builds long-term brand awareness, attracts investor interest, and strengthens your credibility with customers, partners, and the media.

In a country where innovation is the norm, and competition is fierce, startups that actively engage with the press are more likely to establish trust and gain visibility across both local and international markets.

Understanding the Dutch Media Landscape

The Netherlands offers a well-developed and internationally connected media environment that can play a pivotal role in your startup’s growth. Here’s what makes the Dutch media ecosystem unique—and how you can leverage it:

1. High Digital Media Consumption

According to the Reuters reports 94% of adults accessing news online, the Netherlands is one of the most digitally connected countries in Europe. This makes online media coverage and digital PR strategies especially effective.

2. Strong English Proficiency

While Dutch remains the official language, English-language content is widely understood and accepted—especially in the startup and tech community. This provides international founders with more flexibility when creating PR campaigns.

3. Tech-Focused Publications and Innovation Media

Numerous Dutch media outlets specialize in technology, startups, and innovation, offering targeted PR opportunities for emerging businesses. Examples include Silicon Canals, Emerce, and Sprout.

Getting featured in these publications can help position your startup as a thought leader within the ecosystem.

4. Powerful Regional Media Hubs

Major cities like Amsterdam, Rotterdam, Utrecht, and Eindhoven act as vibrant innovation hubs, each with its own regional media networks. Localized PR can help you build stronger connections with regional investors, talent, and customers.

5. European and Global Influence

Dutch media stories are frequently picked up by larger European and international publications. By securing coverage in the Netherlands, your brand may also benefit from broader visibility across the EU.

According to Media Landscapes Netherlands, startups that secure coverage in at least three different media categories achieve 40% higher brand recognition within their first year.

Developing a Dutch-Market PR Strategy

Setting Clear PR Objectives

Establish KPIs such as media coverage volume, website traffic from PR sources, investor interest, and lead generation to keep your efforts focused and results-driven.

• Brand awareness metrics

• Website traffic targets from PR activities

• Lead generation goals

• Investor attention objectives

• Talent attraction metrics

Research from Startup Delta shows that startups with defined PR measurement frameworks are 3.2 times more likely to secure follow-on funding.

Understanding Your Dutch Audience

Dutch professionals value honesty, sustainability, and data-backed claims. Tailor your messaging to reflect these local preferences to build trust and connection.

• Values authenticity: Prefers substance over hype

• Appreciates innovation: Receptive to new technologies and approaches

• Expects evidence: Responds to data-backed claims

• Values sustainability: Strong interest in environmental and social impact

• Pragmatic mindset: Focuses on practical applications and solutions

Dutch Media Relations Best Practices

Approach Dutch media with clarity, respect for deadlines, and relevant, well-researched stories. Personalization and professionalism go a long way in this market.

• Research thoroughly: Understand a journalist's previous work before pitching

• Be direct and concise: Dutch communication style values clarity and brevity

• Provide complete information: Include all relevant facts and figures

• Respect deadlines: Punctuality is highly valued in Dutch business culture

• Offer exclusivity when appropriate: Consider exclusive angles for key publications

• Follow up appropriately: One follow-up is acceptable; persistent pitching is not

Essential PR Channels for Dutch Startups

Tech and Startup Media

Key Dutch technology and startup publications:

• Sprout: Leading Dutch-language startup publication

• Silicon Canals: English-language tech startup news

• Emerce: Digital business and marketing focus

• StartupJuncture: Startup ecosystem coverage

• Nederlands Medianieuws: Media industry news

Business and Financial Press

Mainstream business publications with startup coverage:

• Het Financieele Dagblad: Dutch financial newspaper

• NRC Handelsblad: Quality newspaper with business section

• RTL Z: Business-focused TV channel and website

• BNR Nieuwsradio: Business news radio

• De Telegraaf: Largest Dutch daily with business section

International Media with Dutch Focus

• DutchNews.nl: English-language Dutch news

• The Next Web: Global tech site with Amsterdam headquarters

• EU-Startups: European startup coverage including Netherlands

• Tech.eu: European technology news with Dutch coverage

Crafting Compelling PR Content for the Dutch Market

Press Release Optimization

Craft press releases with strong headlines, relevant data, local relevance, and quotes from key stakeholders. Bilingual versions (Dutch & English) can expand reach.

• Newsworthy headline: Clear, concise, containing your key announcement

• Strong lead paragraph: Answer who, what, where, when, why in first 50 words

• Data validation: Include relevant metrics and research

• Local relevance: Connect your news to the Dutch market or ecosystem

• Quote strategy: Include quotes from founder/CEO and external stakeholder

• Multimedia elements: Provide high-quality images, infographics or video

• Bilingual approach: Consider both Dutch and English versions

Effective Pitching Strategies

Tips for pitching Dutch journalists:

• Personalize each pitch: Reference relevant previous articles

• Highlight exclusivity: Offer unique angles to priority outlets

• Provide expert access: Offer founder interviews

• Connect to trends: Tie your story to current Dutch market trends

• Suggest visual elements: Propose interesting visual components

• Respect journalist preferences: Some prefer calls, others email only

PR Crisis Management in the Dutch Context

Preparing for Potential Issues

A solid crisis plan ensures you’re ready to respond promptly with honesty and accountability—critical factors in maintaining reputation in the Dutch media space.

• Product issues

• Data breaches

• Regulatory challenges

• Personnel controversies

• Investor relations issues

Dutch-Specific Crisis Response Protocols

When managing PR crises in the Netherlands:

• Respond quickly: Dutch media cycles move fast

• Be transparent: Attempting to hide issues backfires

• Take responsibility: Acknowledge missteps directly

• Outline solutions: Provide clear action plans

• Communicate in both languages: Dutch and English statements

• Maintain accessibility: Designated spokesperson availability

Measuring PR Success in the Dutch Market

Key Performance Indicators

Monitor media mentions, website traffic, lead conversions, social engagement, and message penetration using tools like Meltwater, Google Analytics, and HubSpot.

• Media mentions: Volume and quality

• Share of voice: Relative to competitors

• Message penetration: Key messages appearing in coverage

• Website traffic: From Dutch sources

• Social engagement: With PR content

• Lead generation: Attributed to PR activities

• Investor inquiries: Following media coverage

Measurement Tools

• Meltwater: Media monitoring

• Coosto: Dutch social media analytics

• Google Analytics: Website traffic analysis

• HubSpot: Marketing attribution

• Brand24: Reputation monitoring

• B2Press: Press release distribution service, monitoring and anlyzing  

Conclusion: Building Your Dutch PR Roadmap

Effective PR in the Netherlands requires understanding the unique characteristics of the Dutch media landscape while adapting global best practices to local context. By combining strategic thinking, authentic storytelling, and consistent execution, startups can build meaningful visibility in this thriving ecosystem.

Begin by mapping the Dutch media outlets most relevant to your startup, developing relationships with key journalists, and creating a content calendar that aligns with your business milestones. Remember that in the Netherlands, substance trumps hype focus on genuine news value and demonstrable impact to earn media attention that drives real business results.

Ready to elevate your startup's visibility in the Netherlands? Start by identifying your three most newsworthy upcoming milestones and crafting compelling stories around them.