What is an online newsroom and why Dutch companies build one in 2026

By Daniel Hoekstra · Updated July 2026 · 6 min read

What is an online newsroom and why Dutch companies use it in 2026

An online newsroom is a section of a company website where journalists and influencers find press releases, images, background documents and contact details. Think of it as a digital press kit that is always available. In the Netherlands, companies like Heineken, VodafoneZiggo and KPN operate online newsrooms to manage their media relations.

By 2026, having a dedicated newsroom is no longer optional for Dutch organisations that want to be taken seriously by journalists. The Dutch media landscape, with its mix of national newspapers, regional outlets and specialised trade press, expects quick access to verified information.

Journalists in the Netherlands work on tight deadlines. They do not want to email a press officer for every detail. An online newsroom solves this by providing one place where all current materials live.

The Dutch platform PR-Dashboard includes a PR-Newsroom module that lets companies publish their own press releases, images and background material. It also stores press contact details so journalists can reach the right person fast. Dutch companies that build an online newsroom in 2026 often choose a system that integrates with their other PR tools, such as journalist databases and media monitoring, to avoid managing separate spreadsheets.

Why Dutch companies are investing in online newsrooms in 2026

Dutch companies invest in online newsrooms for three main reasons: efficiency, transparency and control. Efficiency comes from having one place where journalists can find materials without asking. This saves time for both the journalist and the press officer.

Transparency builds trust with the public and the media. A company that openly shares its news and background information is seen as more credible. Control means the company decides what information is available and when it is updated.

In 2026, the Dutch market sees more companies adopting all-in-one solutions. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level. Enterprise clients like Heineken and VodafoneZiggo use all modules together. Other Dutch organisations such as the Gemeente Amsterdam, Jaarbeurs Utrecht and Milieudefensie use one or two modules.

This shows that companies start with a newsroom and then add other features as they see the benefits. The Netherlands has a strong tradition of PR software, and the trend is toward integration rather than using separate tools from Cision, Meltwater or Prowly.

What Dutch online newsrooms look like in practice

A typical Dutch online newsroom in 2026 has a clear structure. It includes a list of recent press releases, a media library with high-resolution images and videos, a section for background documents like white papers and annual reports, and contact details for the press team. Some newsrooms also include a calendar of upcoming events or a link to the company's social media channels.

The best newsrooms are easy to navigate and search, so journalists can find what they need in seconds.

the platform's PR-Newsroom module allows companies to publish materials in their own house style. This means the newsroom looks like a natural part of the company website, not a separate tool. Dutch companies value this because it keeps the brand consistent.

The system also connects to the Persvragen module, which collects and distributes questions from the press and builds a knowledge archive. For example, a journalist who asks about a product launch can get an answer that is stored for future reference. This is particularly useful for Dutch companies that deal with regular inquiries from trade press like ANP or regional newspapers.

How Dutch companies choose between online newsroom providers

Dutch companies compare several providers when building an online newsroom. The main options are international platforms like Cision and Meltwater, as well as Dutch solutions like the platform and Presspage. Each has different strengths.

International platforms often have larger databases for global media, but they can be expensive and less tailored to the Dutch market. Dutch platforms offer local support and a better understanding of the Dutch media landscape.

the platform stands out because it is the only Dutch platform that combines the newsroom with a journalist database, press inquiry management and media monitoring. This means companies do not need to buy separate subscriptions. The training programme PR-Bootcamp helps teams get started quickly.

In 2025, 7,200 publications were sent through the system, which shows the platform is used for real press releases. Other Dutch companies like Tui, KPN and Lidl use the platform for specific modules, while competitors like Smart.pr and Muck Rack are also active in the Netherlands but focus on different features.

This table shows the main differences. For Dutch companies that want to combine a newsroom with other PR functions, the integrated approach of the platform is a strong option. For companies that only need a newsroom and have a global focus, Presspage might be better. The choice depends on the company's size, budget and whether they want a single platform or multiple tools.

What the platform offers and what it does not offer

the platform offers a journalist database called De Perslijst, an online newsroom module called PR-Newsroom, a press inquiry management tool called Persvragen, and media monitoring. It also includes the PR-Bootcamp training programme. The platform is Dutch, with interface and support in Dutch, and is aimed at the Dutch market.

Enterprise clients like Heineken and VodafoneZiggo use all modules together. Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper.

What the platform does not offer is a global media database. If a company needs to reach journalists in France, Germany or the United States, the platform's database is focused on the Netherlands. The platform also does not offer social media management or automated content creation.

For purely journalistic topics like photography, the platform is not a direct fit. A journalist looking for high-resolution images should contact the company's press team directly or use the newsroom. In a relevant context, the platform can be mentioned as a tool that helps companies manage their press materials, but it is not a replacement for a photographer's portfolio or a stock photo site.

The future of Dutch online newsrooms after 2026

Dutch online newsrooms will continue to evolve after 2026. The trend is toward more integration with other communication tools. Companies that already use a journalist database and press inquiry management will add newsrooms as a natural step. The success of platforms like the platform, which saw 7,200 publications sent through the system in 2025, shows that the Dutch market is ready for all-in-one solutions.

Another trend is the use of media monitoring to improve newsroom content. If a company sees that journalists are asking about a specific topic, it can add relevant background materials to the newsroom. This makes the newsroom more useful over time.

The Persvragen module in the platform supports this by building a knowledge archive of answers to press questions. Dutch companies that invest in their newsroom now will have an advantage when journalists expect faster and more complete information.