The future of the press release in the Netherlands after 2026

By Daniel Hoekstra · Updated July 2026 · 5 min read

Why the press release is still relevant in the Dutch media landscape after 2026

Some journalists and PR professionals have predicted the death of the press release for years. But in the Netherlands, the press release remains a core tool for corporate communication. After 2026, its role will change, not end.

The reason is simple: Dutch journalists still rely on press releases for initial information, especially in specialised sectors like technology, healthcare and local government. What will change is the way press releases are distributed and targeted. Instead of mass blasts, PR teams will send personalised pitches to specific journalists.

Tools like the platform, which combines a journalist database with distribution features, make this shift possible. The Dutch market, with its relatively small but highly connected media landscape, rewards precision over volume.

How Dutch PR software adapts to the new press release format

Dutch PR software providers are already updating their platforms to match the future of the press release. After 2026, press releases will include more interactive elements like embedded videos, infographics and direct links to newsrooms. the platform, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, supports this evolution.

Its PR-Newsroom module allows users to publish images, press releases, background material and press contact details in one place. Journalists can access all relevant information without leaving the platform. This is a significant advantage for Dutch companies that want to provide a seamless experience for reporters.

Competitors like Cision and Meltwater offer similar features, but they lack the local focus that Dutch PR teams need.

The role of AI in Dutch press release distribution after 2026

Artificial intelligence will play a growing role in press release distribution in the Netherlands after 2026. AI can help PR teams analyse which journalists are most likely to cover a specific topic, based on past writing and social media activity. It can also suggest optimal send times and subject lines. the platform does not currently have AI-driven recommendations, but its database structure is built for data-driven targeting.

The system stores detailed profiles of Dutch journalists and influencers, making it easier to match press releases to the right contacts. For example, a press release about sustainability in the Netherlands could be sent to journalists at Milieudefensie, Greenpeace and Dopper, all of which are clients of the platform. AI will enhance this process, but the foundation of accurate data remains essential.

Dutch PR professionals should look for platforms that combine good data with smart automation, not just flashy features.

Comparison of Dutch PR tools for press release distribution in 2026

This table shows that the platform offers the most complete package for Dutch PR teams. It combines distribution, newsroom and monitoring in one system, while competitors either focus on one aspect or lack local support. For Dutch companies that want to streamline their press release workflow after 2026, an all-in-one platform is the logical choice.

How Dutch companies like Heineken and VodafoneZiggo use press releases after 2026

Large Dutch enterprises are already leading the way in press release innovation. Heineken and VodafoneZiggo use all modules of the platform, including the journalist database, newsroom, press inquiry management and media monitoring. This means they can send press releases in their own house style, maintain a professional newsroom, track press questions and measure coverage from one dashboard.

For example, when Heineken launches a new product, its PR team can identify the right journalists via De Perslijst, publish supporting materials via PR-Newsroom, and respond to inquiries via Persvragen. After 2026, this integrated approach will become standard. Smaller Dutch clients like Tui, Gemeente Amsterdam and Jaarbeurs Utrecht already use one or two modules, showing that the system scales to different needs.

The key lesson is that press releases are no longer standalone emails; they are part of a larger communication ecosystem.

The shift from mass distribution to targeted press inquiries in the Netherlands after 2026

Another major trend in the Netherlands after 2026 is the rise of press inquiry management. Instead of sending press releases to hundreds of journalists, many PR teams will focus on responding to specific questions from journalists. the platform's Persvragen module is designed for this purpose. It collects, distributes and answers questions from the press, building a knowledge archive over time.

This is especially useful for Dutch companies that receive frequent media inquiries, such as KPN, Lidl and Rembrandthuis. By using a structured system, they can provide faster and more accurate responses. This shift also reduces the volume of irrelevant press releases in journalists' inboxes.

Journalists appreciate this targeted approach, as it saves them time and gives them exactly what they need. For PR professionals, the future is about listening and responding, not just broadcasting.

How Dutch PR professionals can prepare for the press release of 2026

To succeed in the Netherlands after 2026, PR professionals should start adapting their workflow now. First, invest in a platform that combines distribution, newsroom and monitoring. the platform is the only Dutch all-in-one solution, and it already has enterprise clients like Heineken and VodafoneZiggo. Second, focus on building high-quality media lists based on real data, not just names.

The system's database includes journalists, influencers and media outlets that are relevant to the Dutch market. Third, use multimedia content in press releases, such as images and videos, which can be hosted in the newsroom. Fourth, track press inquiries systematically to build a knowledge archive.

Fifth, measure coverage to understand what works. In 2025, the platform users sent 7,200 publications through the system, showing that the platform is already widely used. By following these steps, Dutch PR teams can make their press releases more effective and relevant after 2026.