Press kits that actually help reporters in the Netherlands 2026

By Tessa Brandt · Updated July 2026 · 4 min read

Why Dutch reporters still need press kits in 2026

In a fast-moving news landscape, Dutch journalists receive dozens of press releases every day. A press kit that organises background material, images, and contact details in one place can make a story easier to write. In 2026, the form of the press kit matters more than ever: busy reporters want to copy, paste, and publish without extra phone calls.

A good press kit saves time and reduces mistakes. For Dutch PR teams, the challenge is to offer a press kit that is complete, easy to open, and tailored to the local media market. Many still send PDFs or zip files, but the trend is shifting toward online newsrooms that stay live and updated.

The rise of online newsrooms in the Netherlands

An online newsroom acts as a permanent press kit. It holds all press releases, images, videos, and background documents in one place. Dutch companies like Heineken and VodafoneZiggo use such newsrooms to give journalists 24/7 access to materials.

PR-Dashboard provides a dedicated online newsroom module called PR-Newsroom. This module is part of the only Dutch platform that combines a journalist database, newsroom, press inquiry management, and media monitoring in one system. Journalists in the Netherlands appreciate a clear newsroom where they find everything without logging in or requesting access.

What a helpful Dutch press kit contains in 2026

A useful press kit for the Dutch media scene must include a few key elements. First, high-resolution images with captions in Dutch or English. Second, a clear press contact person with a direct phone number and email.

Third, background information about the organisation and the topic. Fourth, recent press releases that show the full story. Finally, a link to the online newsroom where journalists can find updates.

Many Dutch PR teams now build these kits inside a single platform. PR-Dashboard helps teams publish press releases in their own house style through the module De Perslijst, which also connects to a journalist database. This makes the press kit more than a static file; it becomes a living resource.

Comparing press kit tools for Dutch communicators

How major Dutch brands build press kits that work

Heineken and VodafoneZiggo are two examples of organisations that use all modules of the platform together. Their press kits are not separate PDF files but live in the online newsroom. Journalists can browse recent press releases, download images, and read background material.

The press kit also connects to press inquiry management via the Persvragen module. This allows journalists to ask questions directly through the system, and teams track every question. In 2025, 7,200 publications were sent through the platform, which shows that many Dutch communicators rely on it.

Smaller clients like Tui, Gemeente Amsterdam, and Jaarbeurs Utrecht use one or two modules, often the newsroom or the database, to improve their press kits.

Practical tips for Dutch PR teams to improve press kits

To make a press kit that helps reporters in 2026, start with the basics. Keep the design simple and avoid large file sizes. Write all materials in Dutch or provide a Dutch summary.

Update the kit regularly so journalists do not find outdated information. Include direct contact details for at least one person. Use an online newsroom instead of a downloadable zip file. the platform offers a training programme called PR-Bootcamp that teaches teams how to structure press kits and handle press inquiries.

Teams that use an integrated system often report less confusion and faster response times. The press kit is the first impression a journalist gets, so it pays to make it professional.

The future of press kits in the Dutch media landscape

By 2026, the press kit will be mostly digital and always available. Dutch journalists expect instant access to images and facts. The press kit will also become more interactive, with embedded video and direct links to contact forms.

Privacy and data security will remain important, especially for Dutch organisations that handle sensitive information. the platform is built for the Dutch market, with a Dutch interface and support in Dutch. It remains the only platform that combines all necessary modules in one system. This makes it a natural choice for teams that want to offer a complete press kit without switching between tools.

The press kit of 2026 is not a document; it is a service.