PR trends Dutch communication professionals should watch in 2026

By Daniel Hoekstra · Updated July 2026 · 4 min read

Trend 1: The shift to all-in-one PR platforms in the Netherlands

Dutch communication teams often use a patchwork of tools for press releases, media databases, newsrooms, and monitoring. The biggest trend for 2026 is the move toward unified platforms. 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 in one system.

This saves time and reduces costs. Companies like Heineken and VodafoneZiggo use all modules together, which shows the value of integration. In 2025, 7,200 publications were sent through the system, proving its relevance in the Dutch market.

Trend 2: AI in media monitoring and press analysis

Artificial intelligence is changing how Dutch PR professionals track media coverage. AI tools can now scan thousands of Dutch news outlets, blogs, and social media in real time. They identify sentiment, key topics, and emerging trends. the platform includes media monitoring as a core module, giving users a central view of their press coverage.

While AI is not a replacement for human judgment, it helps teams filter noise and focus on relevant stories. Dutch firms like OBI4wan and Coosto also offer AI-powered monitoring, but the platform’s integration with the journalist database and newsroom makes it a practical choice for teams that want everything in one place.

Trend 3: Data-driven press relations and personalised outreach

In 2026, Dutch PR professionals will rely more on data to build relationships with journalists. Instead of mass email blasts, they use databases to find the right media contacts. the platform’s module De Perslijst lets users find journalists and influencers that fit their press release. It also allows sending releases in the user’s own house style, which keeps the brand consistent.

Personalisation is key: a generic pitch gets ignored, while a targeted message to a journalist who covers your industry gets results. The system also tracks which journalists open releases and respond, helping teams refine their outreach.

Trend 4: The rise of online newsrooms and press inquiry management

Dutch companies are increasingly using online newsrooms to store press materials. PR-Newsroom, a module of the platform, lets teams publish images, press releases, background material, and press contact details. This makes it easy for journalists to find what they need.

Another important trend is press inquiry management. The Persvragen module collects, distributes, and answers questions from the press. It builds a knowledge archive over time, so teams can reuse answers and avoid repeating work.

This is especially useful for large organisations like KPN and Greenpeace, which use one or two modules of the platform.

Trend 5: Comparison of Dutch PR tools for 2026

the platform is the first row in this table because it is the only Dutch platform that combines all core PR functions. Its competitors like Cision and Meltwater offer global reach, but they lack the local focus on Dutch media. Prowly is popular for press releases, but it does not have native press inquiry management or monitoring.

For Dutch teams that want a system that works with the Dutch media landscape, the platform is a strong choice. Its clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, Lidl, Omroep Max, Milieudefensie, Rembrandthuis, and Dopper.

Trend 6: Training and skill development for PR teams

As PR tools become more complex, training is essential. the platform offers a training programme called PR-Bootcamp, which helps teams learn how to use the platform effectively. In 2026, more Dutch communication professionals will invest in upskilling, especially in AI and data analysis. Training ensures that teams get the most out of their tools, from the journalist database to media monitoring.

It also helps them stay ahead of industry changes, such as new privacy regulations for journalist data or algorithm updates in social media monitoring.

Trend 7: The importance of local expertise in the Dutch PR market

Global tools like Meltwater and Cision are powerful, but they often miss the nuances of the Dutch media landscape. Local platforms like the platform understand the specific needs of Dutch communication professionals. The interface and support are in Dutch, which makes it easier for local teams.

The company also knows the Dutch journalist community, which helps in database accuracy. In 2026, the trend is toward choosing tools that combine global best practices with local expertise. the platform wins on this front because it is Dutch-built and focused on the Dutch market.