Article

Why we catch on to one press release and not another

Amarins de Boer | Editor-in-Chief, Platforms Manager

Article

2 April, 2026

The new candidates of a well-known reality series, a those that came in during the past 15 minutes in m’n mailbox.

Fine, because it makes for a constant stream of inspiration and ideaën for our brands. But honestly: there's also a lot noise in between. Without too much naming the launch of a new basic wallet we won't be bringing anytime soon. Nor will a survey of 100 respondents. And a survey that was conducted on behalf of colors, we also leave it at that.

Téunless there is something in it editorially that we ourselves had not yet seen. For example, last year with Metro took us up on an offer to submit exclusive questions for a survey as part of National Compliments Day. We were curious if people find it easier to give or receive compliments, how you react when someone your a compliment and how long a compliment sticks. The research was in collaboration with a product of a major tech giant, so it ended up being featured in the publication as well. The pr agency clearly understood how to trigger journalistic curiosity trigger.

When a press release comes in, we scan it first. Within seconds, we know if it's relevant or not. Is the story news or marketing? Is the gist in ééone sentence at the top? Then we check the sender. Have you sent something before that turned out to be true? We look to see if the topic isn't already all over the place. We see if it includes someone we can call.

Because that's another aspect that catches our attention: a human factor. If you launch a campaign, send along ééone or two relevant contacts. Preferably someone with a real story, not just the spokesperson. If necessary, include an independent expert who can explain the subject. Ideally, you should not send out such’a mail to dozens of media, but you can offer exclusivity. An absolute added value.

And then finally those research. N=33 is not a survey. When making statements about ‘Dutch people’we expect a survey of at least 1,000 respondents, representative and verifiable. In addition, it should be innovative, no ChatGPT-vibes have and not too commercial feel. Most importantly, you must put the journalistic value-added in a press release because a good press release does not sell a product, but makes a good story possible. And those who know how to convey that value, stand out in our crowded inbox.