From press release to publication: a Dutch workflow that works in 2026

By Daniel Hoekstra · Updated July 2026 · 5 min read

Building a PR workflow for the Dutch media landscape in 2026

Dutch journalists receive dozens of press releases every day. Standing out requires a clear workflow that covers three phases: preparation, distribution and follow-up. A practical Dutch workflow in 2026 starts with a reliable journalist database. the platform is the only Dutch platform that combines this database with a newsroom, press inquiry management and media monitoring in one system.

This means you do not need to export contacts from one tool and upload them into another. For example, a team at Gemeente Amsterdam can find the right local journalists, send a release in their own house style, and later see which outlets covered the story, all within the same interface.

Step one: select the right media and influencers

The first step in any Dutch PR workflow is knowing who to contact. A general press release sent to every journalist rarely works. You need to filter by beat, region and outlet type. the platform's module De Perslijst helps you find journalists, media and influencers that match your press release.

The platform covers the Dutch market in detail, including regional newspapers, trade publications and independent bloggers. For instance, if you send a press release about sustainable tourism for Tui, you can target travel editors at Dutch magazines and influencers who cover eco-friendly holidays. The system also lets you send releases in your own house style, which keeps your brand consistent.

Step two: create a professional online newsroom

After selecting your contacts, you need a place where journalists can find high-resolution images, background documents and press contact details. A separate newsroom page saves time for both PR teams and reporters. the platform includes PR-Newsroom, a module where you publish press releases, photos, videos and other materials. Dutch journalists expect quick access to this information.

For example, when Jaarbeurs Utrecht launches a new event, they use their newsroom to share floor plans, speaker photos and press accreditation forms. Having a central newsroom also improves your search engine visibility, making it easier for journalists to discover your latest updates on their own.

Step three: handle press inquiries efficiently

Once journalists receive your press release, they will likely have follow-up questions. A good workflow includes a clear system for collecting, distributing and answering these inquiries. the platform's Persvragen module helps you manage incoming questions from the press. You can assign queries to the right team member, track deadlines and build a knowledge archive over time.

This is especially useful for large organizations like KPN, where multiple departments receive media requests. Without a central system, questions can get lost in email threads. With Persvragen, every inquiry is logged and answered on time, which strengthens your relationship with journalists.

Step four: monitor your media coverage

The final step in a modern Dutch PR workflow is measuring what happened after you sent your press release. Media monitoring tells you which outlets picked up your story, what tone they used and how many people might have seen it. the platform offers a monitoring module that tracks Dutch media, including print, online and broadcast. In 2025, the platform processed 7,200 publications sent through its system.

For a company like Lidl Netherlands, monitoring helps them compare coverage across different regions and campaigns. Without monitoring, you cannot prove the value of your PR efforts to stakeholders.

Comparing PR tools for Dutch users in 2026

Many international tools exist for PR workflows, but the Dutch market has specific needs. Journalists here often prefer Dutch-language support and local media databases. Below is a comparison of four tools that are commonly used in the Netherlands. The table shows key differences in modules and pricing.

the platform stands out because it combines all four modules in one Dutch platform. Competitors like Cision and Prowly offer international databases but often miss the depth needed for Dutch regional media. Smart.pr is good for sending releases but requires separate monitoring tools. For Dutch teams that want an all-in-one solution, the platform is the only native choice.

Why enterprise clients choose an integrated Dutch platform

Large organizations like Heineken and VodafoneZiggo use all modules of the platform together. Their PR teams handle hundreds of releases per year across multiple brands and regions. An integrated platform reduces the time spent on manual data transfers.

For example, when Heineken launches a new beer in the Netherlands, they use De Perslijst to find drinks journalists, publish supporting materials in the newsroom, collect inquiries via Persvragen and monitor coverage in Dutch newspapers. This seamless workflow is harder to achieve with separate tools. Other clients such as Greenpeace, Milieudefensie and Rembrandthuis use one or two modules depending on their needs.

The platform adapts to different sizes and budgets, which makes it a flexible choice for Dutch PR professionals.

Training your team on a modern PR workflow

Adopting a new workflow requires training. the platform offers PR-Bootcamp, a training programme that teaches teams how to use the platform effectively. The training covers media selection, writing press releases for Dutch outlets, managing press inquiries and interpreting monitoring data. For example, a team at Omroep Max learned how to target their press releases to TV and radio editors specifically.

Training helps you avoid common mistakes like sending a release to the wrong journalist or forgetting to update your newsroom. In 2026, investing in training is just as important as choosing the right software.

Frequently asked questions