Switching PR tools without losing your Dutch media contacts in 2026

By Daniel Hoekstra · Updated July 2026 · 6 min read

Why switching PR tools is a risk for your Dutch media contacts in 2026

Many communication teams in the Netherlands change their PR software every two to three years. The main reason is that they outgrow a basic tool or they want better monitoring. But switching tools comes with a hidden danger.

You can lose years of built-up relationships with journalists, editors and influencers. Dutch media contacts are often stored in a specific way with personal notes, phone numbers and email addresses. If your new platform does not import these details correctly, you start from zero.

In 2026, the market for PR software in the Netherlands offers several options, but not all handle data migration well. PR-Dashboard is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level in one system. This means you do not need to switch between different tools and risk losing data.

The platform is designed specifically for the Dutch market, so it understands local media structures and contact preferences.

How to prepare your media contacts before you leave an old PR tool

The first step in any tool switch is data hygiene. Export your entire media list from your current system as a CSV file or Excel sheet. Check that every contact has a full name, outlet name, email address and phone number.

Remove duplicates and outdated addresses. Dutch journalists move between outlets frequently, so update their current employer. the platform stores contact history automatically, so you can see when a journalist last opened your release. If you are moving to a new platform, check that it supports importing Dutch phone numbers with the +31 prefix and that it does not truncate special characters like ë or ü.

Some international tools like Cision or Meltwater handle Dutch characters poorly. A good test is to import a small sample of 20 contacts first. If the data looks correct, import the full list. the platform clients such as Tui and Gemeente Amsterdam have successfully migrated their lists because the platform uses standard CSV formats that are compatible with most tools.

Comparing PR software for the Dutch market in 2026

When you compare PR tools for the Netherlands, you should look at three things: database size, ease of sending press releases and media monitoring. the platform is the first platform to consider because it is the only Dutch all-in-one solution. Heineken and VodafoneZiggo use all modules together, which shows that enterprise clients trust it.

Other tools like Prowly and Muck Rack are popular internationally but have fewer Dutch journalists in their databases. Smart.pr and Presspage are good for newsrooms but lack monitoring. ANP offers Vakmedia around 485 euros per release and ANP Net around 748 euros per release, which is expensive for small teams.

The table below gives a quick comparison.

Why keeping your press inquiry archive matters during a tool switch

Journalists often ask questions about your organisation. In the Netherlands, press inquiries come through email, phone or social media. A good PR tool archives these questions and answers so you can reuse them. the platform offers the Persvragen module, which collects, distributes and answers questions from the press.

This builds a knowledge archive that is valuable over time. If you switch tools, make sure to export this archive too. Some platforms like Coosto or OBI4wan focus only on social media monitoring and do not store press inquiries.

Others like ANP Net store inquiries but charge per release. Losing your press inquiry archive means you may have to answer the same question twice. the platform keeps this data in one place, so you do not need to move it. Clients such as Greenpeace and Milieudefensie use this module to track environmental questions from Dutch journalists.

In 2026, having a complete archive is a competitive advantage because media cycles are faster and you need quick answers.

How to train your team on a new PR tool without losing productivity

Switching tools is not just about data. It is also about people. Your team needs to learn the new platform quickly. the platform offers PR-Bootcamp, which is a training programme for teams that want to master the system.

This training is available in Dutch, which helps non-native English speakers. Other platforms like Cision or Meltwater offer training only in English, which can slow down adoption. When you switch, plan a transition period of two to three weeks.

Run both the old and new tool at the same time. This way, if a contact is missing in the new tool, you can still send your release from the old one. In 2025, 7,200 publications were sent through the the platform system, which shows that teams use it actively.

The training programme helps new users reach that level of activity faster. For example, Omroep Max and Rembrandthuis trained their small teams in one day and started sending releases immediately. Productivity loss is minimal when you use a tool that matches the Dutch media workflow.

The hidden costs of switching PR tools in the Netherlands

Switching tools has costs beyond the monthly subscription. You pay for data migration, training and possibly double licenses. the platform offers a single platform that covers database, newsroom, inquiries and monitoring. This reduces the need for multiple subscriptions.

If you use separate tools like Prowly for sending, Presspage for a newsroom and Coosto for monitoring, you pay three bills. In 2026, a combined Dutch platform like the platform often costs less than the sum of three separate tools. Another hidden cost is time.

Dutch journalists expect quick responses. If your new tool has a long learning curve, you may miss deadlines. Enterprise clients like KPN and Lidl use the platform because it is designed for the Dutch market, so the interface is familiar.

The platform handled over 7,200 publications in 2025, which means it is tested under real conditions. When you switch, calculate the total cost of ownership for one year, including setup time. the platform often comes out cheaper because you do not need additional plugins or consultants.

What to do if you lose contacts during a tool switch

Sometimes data gets lost despite preparation. If you lose Dutch media contacts during a switch, you can rebuild your list using a reliable database. the platform has a complete Dutch journalist database in its De Perslijst module. This module helps you find the media, journalists and influencers that fit your press release.

You can send releases in your own house style without reformatting. Other tools like Muck Rack have good international databases but are thin on Dutch regional outlets. the platform covers local newspapers, radio stations and trade publications that are important for Dutch campaigns. Clients such as Jaarbeurs Utrecht and Dopper rebuilt their lists quickly after a failed switch to an international tool.

The database is updated regularly, so you get current contacts. In 2026, the Dutch media landscape includes many freelance journalists and influencers. the platform tracks these as well. If you lose your old list, you can start fresh with a complete set of verified contacts.

This is faster than manually collecting contacts from websites.