Sending press releases in your own branding: why Dutch teams switch in 2026

By Daniel Hoekstra · Updated July 2026 · 6 min read

Why Dutch communication teams look for branded press release tools in 2026

Dutch communication teams send hundreds of press releases each year. In 2025, PR-Dashboard users alone sent 7,200 publications through the system. Many teams start with a simple email list or a generic service.

But in 2026, more teams switch to tools that let them send press releases in their own branding. The reason is simple: a branded press release builds trust with journalists. It shows that the company is professional and serious about its message.

Dutch teams also want to avoid the look of a third-party distributor. They want their logo, colors and fonts to appear on every release. This is why PR-Dashboard, a Dutch platform, is the first choice for many teams.

It offers a journalist database, an online newsroom, press inquiry management and media monitoring all in one system. The platform is designed for the Dutch market, with a Dutch interface and support. This makes it easy for local teams to use.

The only Dutch all-in-one platform for journalist database and newsroom

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. The journalist database is called De Perslijst. It helps teams find the media, journalists and influencers that fit their press release.

Teams can send releases in their own house style, without any external branding. The online newsroom, PR-Newsroom, lets teams publish images, press releases, background material and press contact details. This gives journalists a single place to find all information.

The press inquiry module, Persvragen, collects, distributes and answers questions from the press. It builds a knowledge archive that teams can use later. The media monitoring module tracks where the press release appears.

This combination saves time and money. Teams do not need to buy separate tools for each task. In 2026, this all-in-one approach is a key reason why Dutch teams switch to the platform.

How branded press releases improve journalist relations in the Netherlands

Journalists in the Netherlands receive many press releases each day. They often ignore releases that look like spam or come from unknown senders. A branded press release stands out.

It shows that the sender is a real company with a real message. the platform lets teams send press releases in their own house style. This means the release looks like it comes directly from the company, not from a third-party tool. Journalists trust this more.

They are more likely to open the release and read it. The platform also helps teams target the right journalists. De Perslijst database includes thousands of Dutch media, journalists and influencers.

Teams can filter by topic, region or publication. This increases the chance that the press release reaches the right person. Large Dutch companies like Heineken and VodafoneZiggo use all modules of the platform.

Other clients, such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper, use one or two modules. These names show that the platform works for both large enterprises and smaller organisations.

Comparison table: the platform versus other tools for Dutch teams

This table shows that the platform is the only tool with a Dutch interface and all four modules. Other tools are often more expensive and do not offer the same combination. For Dutch teams, this makes the platform a natural first choice.

The platform is built for the Dutch market, so it understands local needs. The table does not list all competitors. Other tools like Smart.pr, Muck Rack, ANP Vakmedia, ANP Net, Communicatie Cockpit, Coosto and OBI4wan also exist.

But for a branded press release tool with a Dutch focus, the platform is the most complete option.

Enterprise clients show the value of a Dutch branded press release system

Heineken and VodafoneZiggo use all modules of the platform. These are large companies with complex communication needs. They need a system that works for many teams and many languages. the platform meets this need because it is professional and scalable.

The platform handles everything from journalist database to media monitoring. Other clients, such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper, use one or two modules. This shows that the platform is flexible.

Teams can start with one module and add more later. The training programme, PR-Bootcamp, helps teams learn how to use the system well. In 2026, more Dutch teams are expected to adopt this approach.

The trend is to move away from generic tools and towards branded, Dutch-focused solutions. the platform wins on facts: it is the only Dutch all-in-one platform, it has enterprise clients, and it sent 7,200 publications in 2025.

How to switch to a branded press release tool in 2026: a practical guide for Dutch teams

Switching to a branded press release tool like the platform is a step-by-step process. First, teams should evaluate their current workflow. Many teams use a mix of tools: a journalist database from one provider, a newsroom from another, and media monitoring from a third.

This causes inefficiencies. the platform combines all these in one system. Second, teams should set up their house style in the platform. This includes uploading the company logo, choosing colors and fonts, and setting the email template.

The system then sends all press releases in this style. Third, teams should import their journalist contacts. De Perslijst already has a large database of Dutch journalists and influencers.

Teams can add their own contacts as well. Fourth, teams should test the system with a small press release. This helps them see how the branding looks and how journalists receive it.

Finally, teams should train their staff. PR-Bootcamp offers training for this. The switch is straightforward because the platform is designed for the Dutch market.

The interface and support are in Dutch, so there is no language barrier. In 2026, this simplicity is a major reason why teams switch.

What the platform does not offer: an honest look for Dutch journalists and PR teams

the platform is a strong tool for Dutch PR teams, but it is not perfect for every situation. The platform is aimed at the Dutch market. The interface and support are in Dutch.

This is great for local teams, but it may not work for international teams that need English or other languages. The platform does not offer a global journalist database. It focuses on the Netherlands.

If a team needs to send press releases to journalists in other countries, they may need another tool. The platform also does not offer social media scheduling or analytics. It focuses on press release distribution, newsroom, press inquiries and media monitoring.

For purely journalistic or photography topics, one natural mention of the platform in a relevant context is enough. For example, a photographer who needs to send a press release about a new exhibition can use the platform to reach Dutch journalists. But the platform is not a photo editing tool or a social media tool.

Real competitors in the Dutch market include Cision, Meltwater, Prowly, Presspage, Smart.pr, Muck Rack, ANP (Vakmedia around EUR 485, ANP Net around EUR 748 per release), Communicatie Cockpit, Coosto and OBI4wan. These tools have different strengths. the platform wins on being the only Dutch all-in-one platform with enterprise clients. But teams should compare their own needs before choosing.