Ten press releases in five months: two per month. A solid average—and at RADIONL, you can also see what happens when you keep at it. The more often you send a press release and carefully track what happens, the better you become at it. Two recent campaigns clearly demonstrate how this is reflected in the results.
The company
RADIONL is a national radio station for Dutch-language music. Since 2005, it has been available via FM, DAB+, online and through its own app. What began in Sneek has since grown into a media company that includes multiple radio labels and its own TV channel.
The news
The first press release was about founder and director Nico Silvius, who won the 2026 Industry Award at the Buma NL Awards at Poppodium 013. The award recognized more than twenty years of commitment to Dutch-language music and to developing his own direction within it. It was his second Buma Award, following his 2013 win.
An award is always a good reason to issue a press release, as we explained in this blog post: an independent jury provides external validation, which journalists take more seriously than self-promotion.
Two weeks later, the second press release followed: the launch of RADIONL Talk, a station that broadcasts podcasts 24/7. Unlike with a regular podcast, you do not choose an episode—you simply tune in and listen. According to RADIONL, the concept is new to the Dutch radio market, creating a strong “first in the Netherlands” angle.
The results
The award-related press release was sent to 39 recipients and generated coverage in both local and national media: Radiowereld, Leeuwarder Courant, De Sterrenparade, FONK Magazine, Broadcast Magazine, RadioFreak.nl and Shownieuws. The estimated reach was 535,000 readers, with an advertising value of approximately €10,000.
The press release about the podcast station was sent to 91 recipients and secured coverage in the following relevant media: Radiowereld, Marketing Report, Productnieuws.nl, Broadcast Magazine and Spreekbuis.nl. This resulted in an estimated reach of 532,000 and an estimated advertising value of €7,050. Together, that amounts to more than €17,000 in estimated advertising value across twelve different media outlets, generated by two campaigns sent two weeks apart.
Fortunately, RADIONL was also very pleased with it: “We regularly have news that we want to bring to the attention of a wider audience than we can reach through our own channels. With Presscloud, we can specifically target other audiences and relevant media. What makes the partnership particularly valuable for us is the close contact with the team behind Presscloud. We regularly exchange feedback, brainstorm together and learn from each other’s experiences. That pleasant collaboration, combined with the excellent results we achieve, makes Presscloud a valuable partner for us.”
The lesson
What lessons can you take away from this for your own organisation? Well, what strikes us most is the upward trend. Whereas their press releases previously generated around two or three publications, their results have steadily improved recently. That is exactly what we encourage Presscloud users to focus on: look beyond one or two press releases. With every release, you learn what appeals to journalists, which angles work and which media outlets are the right fit for you. By communicating consistently for a year, you can build a reputation with the editorial teams that matter.
Would you like to establish a consistent PR routine of your own? Create an account and get started!
