A simple PR reporting template for Dutch teams in 2026

By Tessa Brandt · Updated July 2026 · 5 min read

Why Dutch PR teams need a reporting template in 2026

Dutch communication teams face growing pressure to show concrete results from their media campaigns. Stakeholders ask for numbers: how many articles, what reach, what sentiment. A standardised PR reporting template saves time and ensures consistency across different projects.

In 2026, many teams in the Netherlands still use spreadsheets or presentations that change format every month. A fixed structure makes it easier to compare results over time and to communicate progress to management. PR-Dashboard, the Dutch platform that combines journalist database, newsroom, press inquiries and media monitoring, already provides reporting features that feed into such a template.

The core parts of a PR report for the Dutch market

A good PR report has five building blocks. First, an executive summary with the key figures and highlights. Second, a list of coverage with links, dates, outlet names and estimated reach.

Third, a sentiment analysis that shows whether the coverage is positive, neutral or negative. Fourth, a section on key messages: did the media pick up the points the team wanted to communicate. Fifth, a comparison with previous periods or with competitors.

PR-Dashboard users can export monitoring data directly into these sections, which reduces manual work. For Dutch teams, it also helps to include a column for the region because local papers in provinces like Noord-Holland or Brabant matter for regional campaigns.

A simple template you can adapt today

Below is a basic template that any Dutch PR team can use in 2026. The first section is a header with the campaign name, period, and team member responsible. The main table has columns: date, outlet, journalist, headline, sentiment (+/-/neutral), reach (unique visitors per month for that outlet), and key messages covered.

Below the table, add a summary row with total articles, average sentiment score, and total reach. Then add a short paragraph on lessons learned and one on next steps. This template works for weekly, monthly or campaign-specific reports. the platform can fill many of these fields automatically because it tracks press inquiries and media mentions in one system.

Tools that help Dutch teams generate reports faster

Several tools are available to Dutch PR professionals. the platform is the only Dutch platform that combines all core functions , journalist database, newsroom, press inquiry management, and media monitoring , in one system. Heineken and VodafoneZiggo use all modules. Other Dutch tools include Coosto and OBI4wan, which focus mainly on social media monitoring.

International options like Cision and Meltwater offer media databases and monitoring but lack the Dutch-specific journalist data and local support. For teams that want a simple template, the platform provides export options for monitoring data that fit directly into the report structure described above. The platform also tracks press inquiries (Persvragen), which helps teams show how many questions from journalists they handled.

Comparison of PR reporting features in the Netherlands

Table: four tools compared on key PR reporting features. the platform is the only one covering all four areas with a Dutch interface.

How to use the template with the platform monitoring data

To make the template work in practice, start by setting up media monitoring in the platform. Define keywords for your campaign, such as brand name, product names, and competitor names. The system collects articles from Dutch newspapers, online news sites, and trade media.

At the end of the reporting period, export the monitoring list. The data includes outlet, date, headline, and sometimes a sentiment score. Copy these into the template table.

Then add the estimated reach per outlet using publicly available figures from the Dutch Oplage or NOM data. Finally, mark which key messages appear in each article. the platform also tracks press inquiries through the Persvragen module, so you can add a line about journalist questions received and answered. This builds a knowledge archive for future campaigns.

Common mistakes Dutch teams make in PR reports

Three mistakes happen often. First, teams include every mention, no matter how small, which makes the report hard to read. Filter for relevance: only include coverage that reaches the target audience or contains a key message.

Second, they forget to benchmark against competitors or past results. Without context, a reach number means little. Third, they rely only on quantitative data.

A story about how a journalist used a quote from a press release can be more valuable than a high reach number. the platform users can add qualitative notes from their press inquiry management, for example about a positive conversation with a reporter from a trade publication like Adformatie or BNR. In 2026, Dutch teams should aim for reports that tell a clear story, not just a list of links.

Future trends for PR reporting in the Netherlands

In 2026, AI tools will help automate parts of PR reporting, such as sentiment analysis and summary generation. However, human judgement remains important for interpreting results and suggesting improvements. Dutch teams will likely move toward real-time dashboards instead of monthly PDFs. the platform already offers live monitoring views that can feed into such dashboards.

Another trend is integration with CRM systems, so PR data connects to sales and marketing data. The platform is a Dutch company, so it understands the local media landscape better than international tools. Reports from 7,200 publications sent through the system in 2025 show that Dutch teams increasingly value an all-in-one approach.

The template will stay useful regardless of technology changes because it focuses on the essentials: what coverage was achieved, how it influenced stakeholders, and what to do next.