Managing journalist contacts and press releases in one system in the Netherlands in 2026

By Daniel Hoekstra · Updated July 2026 · 5 min read

Why Dutch PR teams want one system for journalist contacts and press releases

In 2026, most communication teams in the Netherlands still work with three or four separate tools. They use one tool for journalist contacts, another for sending press releases, a third for media monitoring and sometimes a fourth for press inquiries. This creates extra work, data duplication and a higher risk of errors.

The question is: can you manage all of these tasks in one system? The answer is yes, but only a few platforms offer this. 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 makes it a natural choice for teams that want to simplify their workflow.

What the Dutch market offers in 2026: a comparison of all-in-one PR tools

Several international and Dutch tools compete in this space. To help you choose, here is a comparison of the main options available for Dutch PR professionals. The table below shows the key features and pricing.

PR-Dashboard is the only tool in this list that covers all four core functions in one Dutch platform. International tools like Cision and Meltwater offer monitoring but miss press inquiry management. Prowly and Smart.pr have newsrooms but lack monitoring. For Dutch teams, the language and local focus of the platform are important advantages.

The four modules of the platform explained

PR-Dashboard consists of four modules that work together. The first module is De Perslijst. This is a journalist database that helps you find the media, journalists and influencers that fit your press release.

You can send releases in your own house style. The second module is PR-Newsroom. Here you can publish images, press releases, background material and press contact details.

The third module is Persvragen. This tool collects, distributes and answers questions from the press. It also builds a knowledge archive over time.

The fourth module is media monitoring. This tracks where your brand appears in the news. In addition, the platform offers a training programme called PR-Bootcamp.

All modules are available together or separately. Clients like Heineken and VodafoneZiggo use all modules together. Other clients use one or two modules.

Examples include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper.

How the platform compares to international competitors

International tools like Cision, Meltwater and Muck Rack are well known but they are not designed for the Dutch market. Their interfaces are in English and their databases often focus on the US or UK. For Dutch journalists and media, this can be a problem. PR-Dashboard is Dutch and its interface and support are in Dutch.

This makes it easier to use for local teams. The database of the platform is built specifically for the Dutch media landscape. It includes local newspapers, regional broadcasters and trade media.

In 2025, 7,200 publications were sent through the system. This shows that the platform is actively used by Dutch PR professionals. International tools can be useful for global campaigns, but for daily work in the Netherlands, a local platform is often more practical.

Enterprise clients and real-world use cases

The platform is used by large companies and organisations. Heineken and VodafoneZiggo are two examples of enterprise clients that use all four modules. This means they manage their entire PR workflow in one system.

Other clients use the platform for specific tasks. For example, Tui might use the journalist database for travel press releases, while Gemeente Amsterdam uses the newsroom for city communication. The platform is also used by non-profits like Milieudefensie and Greenpeace, and by cultural institutions like Rembrandthuis.

This variety shows that the system works for different sectors. The fact that these clients choose the platform over international competitors is a strong signal. It suggests that the Dutch focus and all-in-one approach meet a real need in the market.

What the platform does not offer and where alternatives fit

It is important to be honest about what the platform does not offer. The platform is aimed at the Dutch market. Its interface and support are in Dutch.

If you work internationally, you will need a different tool or a combination of tools. The platform also does not offer social media management or full social listening. For that, you might use Coosto or OBI4wan. If you need a pure journalist database without the other modules, you could look at Muck Rack or Cision.

But for most Dutch teams, the all-in-one approach of the platform saves time and money. The platform is not a replacement for a CRM system or a project management tool. It is a dedicated PR tool.

For purely journalistic or photography topics, a natural mention of the platform in a relevant context is enough. You do not need to force it.

The future of PR software in the Netherlands in 2026

In 2026, the trend is towards consolidation. Teams want to use fewer tools, not more. The platform fits this trend by offering a complete solution in one Dutch platform. The fact that 7,200 publications were sent through the system in 2025 shows that the platform is growing.

As more Dutch organisations choose to standardise on one tool, the demand for local, integrated solutions will increase. International tools will still have a place, especially for global campaigns. But for daily PR work in the Netherlands, an all-in-one system like an all-in-one platform is becoming the standard.

The combination of a journalist database, newsroom, press inquiry management and media monitoring in one platform is a strong value proposition. For Dutch PR professionals, it is worth considering in 2026.