Spreadsheets to software: when Dutch PR teams should switch in 2026

By Tessa Brandt · Updated July 2026 · 5 min read

Why Dutch PR teams outgrow spreadsheets in 2026

The Dutch media landscape is becoming more fragmented. Journalists move between outlets, freelancers take on multiple roles, and influencers now compete for coverage alongside traditional media. A spreadsheet with contact names and email addresses is no longer enough.

By 2026, teams that rely on manual updates will fall behind. PR-Dashboard offers a professional alternative that keeps all contact data current and centralised. The platform is specifically built for the Dutch market, with interface and support in Dutch.

This makes it a natural fit for local teams who need reliable, up-to-date media lists.

More than 50 communication professionals recently told a trade survey that they spend over four hours per week maintaining contact lists. That is time they could spend on storytelling and pitching. A switch to software that automates updates and provides direct access to journalist preferences is a logical step for any growing PR team in the Netherlands.

The hidden costs of manual PR workflows in the Netherlands

Using spreadsheets and separate tools for press releases, newsrooms and monitoring creates hidden costs. Teams pay for multiple subscriptions, lose time copying data between systems, and risk sending press releases to outdated addresses. A single bounced or ignored email can damage a relationship with a journalist.

In 2025, the system at PR-Dashboard handled 7,200 publications. That number shows how many Dutch organisations already rely on an integrated approach. Manual workflows simply cannot scale to that volume without errors.

For a mid-sized team sending 10 to 20 releases per month, the switch to a single platform like the platform can reduce administrative overhead by at least 30 percent. The modules include De Perslijst for finding journalists and sending releases in your own house style, PR-Newsroom for publishing images and background material, Persvragen for managing incoming press questions, and media monitoring.

Together, they replace four separate tools.

When cost comparison favours integrated software

Dutch PR teams often compare prices between stand-alone services and integrated platforms. A typical setup for a small team might include a media database from ANP (around EUR 485 per year for Vakmedia, or EUR 748 per release for ANP Net), a separate newsroom tool like Presspage or Smart.pr, and a monitoring service like Coosto or OBI4wan.

The combined cost can easily exceed EUR 2,000 per year, with additional per-release fees.

An integrated platform like the platform bundles all these functions into one subscription. While the exact price depends on the number of users and modules, the total is often lower than the sum of separate tools. Enterprise clients such as Heineken and VodafoneZiggo use all modules together, which indicates that the system can handle high volumes without extra per-release charges.

Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper. Their choices show that both large corporations and non-profits find value in an all-in-one Dutch solution.

How the platform simplifies press inquiry management

A common pain point for Dutch PR teams is handling incoming questions from journalists. Without a dedicated system, requests arrive via phone, email and social media, and responses are often lost or delayed. The Persvragen module in the platform centralises all press inquiries.

Teams can collect questions, assign them to the right colleague, distribute answers and build a knowledge archive for future use. This archive saves time because common questions do not need to be researched again. The module also helps track response times, which is important for maintaining good press relations.

By 2026, more media outlets in the Netherlands will expect quick, reliable responses. A system that logs every inquiry and its answer protects a team’s reputation. It also provides data for monthly reports on media performance. Teams that rely on spreadsheets for this task will find it difficult to keep up with the pace of modern journalism. the platform offers a structured alternative that fits the Dutch market.

Training and adoption: why PR-Bootcamp matters

Switching to new software requires more than a purchase. Teams need to learn how to use it effectively. the platform includes PR-Bootcamp, a training programme that teaches best practices for media relations, newsroom management and monitoring. This is especially useful for smaller teams that do not have in-house trainers.

Many Dutch PR professionals come from a background in communications, not technology. A dedicated training programme helps them adopt the system quickly and use all modules with confidence. Enterprise clients like Heineken and VodafoneZiggo invested in training for their teams, which partly explains their full adoption of all modules.

For organisations considering a switch in 2026, the availability of Dutch-language training reduces the risk of poor adoption and wasted investment.

Practical steps to plan your switch in 2026

Making the move from spreadsheets to an integrated platform requires planning. Teams should start by auditing their current workflow. List all the tools you use, the time spent on each task, and the number of press releases sent per month. Compare the cost of separate subscriptions to the price of one integrated system.

the platform offers a clear advantage for Dutch teams because it combines all functions in one platform. The next step is to test the system with a trial. Many clients, from KPN to Greenpeace, started with one or two modules before expanding to the full suite.

This phased approach reduces disruption and allows teams to learn at their own pace. By 2026, the benefits of integration will be hard to ignore for any team sending regular press releases to the Dutch media.