PR in Belgium vs Netherlands: 5 differences you need to know

At first glance, Belgium and the Netherlands seem similar, but in terms of PR approaches, they are two different worlds. Discover why you shouldn't just call Flemish journalists, why modesty scores more than strong claims in Belgium, and how the media landscape determines your strategy.

7 years ago, I moved from the Netherlands to Belgium and started working as a PR manager. I knew there were cultural differences — the infamous Belgian modesty versus Dutch directness, for instance — but how deeply do those differences affect PR and communication? I only discovered that in practice. From journalist contact to press release style: what works perfectly in the Netherlands can go completely wrong in Belgium. In this blog, I share the 5 most important PR differences between Belgium and the Netherlands that I have discovered over the years.

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1. Journalist contact: calling vs mailing

One of the first things I noticed: how you contact journalists varies enormously between the two countries.

In the Netherlands you can often call journalists just like that. A quick pitch by phone, sparring about an idea — it's part of it. Dutch journalists are used to a direct, informal approach.

In Belgium that works quite differently. Flemish journalists prefer to receive an email with all the information first. They quickly find an unexpected call too intrusive. French-speaking journalists, on the other hand? They actually pick up the phone and appreciate personal contact.

Practical tip: always check first how a journalist would prefer to be approached. When you call a journalist, do really good research and make sure you have a good, clear story. In Flanders: start with a short, clear email. In Wallonia: you can call, but be polite and formal.

2. Tone and directness: tell it like it is vs relativize

This is perhaps the biggest cultural difference in communication between the two countries.

Dutch people are direct. When something isn't right, they say so. Press releases, interviews and pitches don't get around the cold shoulder. “This product is the best” sounds quite normal.

Belgians are more cautious. Flemings put things into perspective more quickly and avoid strong claims. A statement like “this product is the best” quickly feels arrogant. Instead, “this product offers an interesting solution for...”

Practical tip: adjust your tone. In the Netherlands, you can be assertive. In Belgium: show humility and let the facts speak for themselves.

3. Media ecosystem: broad vs concentrated

The media structure is fundamentally different, and that has a major impact on your PR strategy.

In the Netherlands you have an enormously broad media landscape. In addition to major national titles such as de Volkskrant, NRC and Telegraaf, there is an extensive ecosystem of tier 2 and tier 3 media: online platforms, niche blogs, podcasts, trade magazines. You will find a relevant medium for every target group and niche.

In Belgium the media landscape is much smaller and more concentrated. There are fewer major titles, and they also have smaller editors. This means that it is more difficult to get publications — but if you score one at, for example, Flair.be or Het Laatste Nieuws, you will immediately appeal to a large part of your target group. There are far fewer tier 2/tier 3 alternatives.

Practical tip: in the Netherlands, you can use widely and reach your target group via multiple channels. In Belgium: focus on the right major players and make sure your story is strong enough to interfere.

4. Short-lead vs long-lead: clear roles vs hybrid journalists

The distinction between short and long deadlines works differently in both countries.

In the Netherlands there is often a clear distinction between short-lead (online, newspapers) and long-lead media (magazines, glossions). You approach them differently, at different times, with customized content. A journalist at a magazine does not necessarily also work on the website.

In Belgium that distinction is much less sharp. Because of the smaller editors, journalists often work on both print (long-lead) and online (short-lead). So you can contact one journalist for both a quick online publication and an in-depth print article — you just have to assess what fits at what time.

Practical tip: in Belgium: build a good relationship with individual journalists, as they are often your gateway to multiple publishing options. Ask for editorial schedules so that you can take into account special issues and theme numbers to help you respond to them.

5. Commercial pressure: ad-driven vs story-driven

How media deal with commercial interests differs in both countries.

In the Netherlands the media landscape is a lot more commercial. When interested, media sometimes immediately forward their advertising rates or ask if you have an ad budget. Organic coverage without advertising investment is possible, and if you have a good story with high news value or that is relevant to the medium, you have a greater chance of placement.

In Belgium with a good story, it often still manages to get involved, without directly talking about budget. Journalists are more guided by news value and a strong story. Of course, commercial pressure also exists here, but it is less dominant.

Practical tip: in the Netherlands: be prepared for commercial questions and have a clear answer ready. In general: invest in your story and your relationship with the journalist — that opens doors.

Conclusion: same language, different communication

At first glance, Belgium and the Netherlands seem close — and this is also the case geographically. But in terms of PR and communication, they are two different worlds.

If you want to be successful with PR in Belgium, you don't just have to translate your texts, but adapt your entire approach. From how to approach journalists to the tone of voice you use, localization is key.

And that does not only apply to Belgium and the Netherlands. Within Belgium itself, too, you can see major differences between Flanders and Wallonia, between Antwerp and Brussels. There is no one universal approach.

At Blyde, we work daily with customers who are active in both Belgium and the Netherlands. We help them get their story to land locally — understanding the cultural nuances, the right tone of voice, and a media strategy that works in both markets.