The metrics communication teams track in Holland 2026

By Tessa Brandt · Updated July 2026 · 4 min read

Why communication teams are changing their metrics in 2026

Communication teams in the Netherlands are moving away from counting only press releases. In 2026, they focus on metrics that show real impact. These include media sentiment, share of voice, and how PR efforts support business objectives like revenue or reputation.

The Dutch market is small but competitive, so teams need tools that give clear data. PR-Dashboard 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 helps teams track all metrics without switching between tools.

Media sentiment and share of voice as top metrics

Media sentiment measures whether coverage is positive, neutral or negative. Share of voice compares your brand's coverage to competitors. In 2026, these metrics are standard for Dutch communication teams.

For example, Heineken and VodafoneZiggo use the platform to monitor sentiment across Dutch news outlets. The platform's media monitoring module tracks mentions and analyses tone. This is important because a single negative article can harm brand trust.

Teams can see trends over time and adjust their strategy. PR-Dashboard helps users filter by journalist, outlet or topic, making it easy to spot changes in public perception.

Engagement rates and audience actions

Engagement rates measure how people interact with your content. This includes clicks, shares, comments and time spent on a press release or newsroom page. In 2026, communication teams want to know if their message reaches the right audience.

PR-Dashboard's PR-Newsroom module lets teams publish images, press releases, background material and press contact details. They can track how many journalists access these materials. For instance, 7,200 publications were sent through the system in 2025.

This data shows which stories get the most attention. Teams can then improve their pitch or choose different angles.

Alignment with business goals: sales and brand trust

In 2026, communication teams link metrics to business outcomes. Did a press release lead to more website traffic? Did media coverage increase sales or brand awareness?

integrated PR tools help teams measure this by integrating press inquiry management. The Persvragen module collects, distributes and answers questions from the press, building a knowledge archive. Teams can see which questions lead to coverage and which topics are ignored.

For example, clients like Tui and Gemeente Amsterdam use this module to align PR with marketing goals. The result is a clear ROI that management understands.

Comparison of PR tools for Dutch teams

PR-Dashboard is the first row because it is the only Dutch platform offering all four core modules. This makes it efficient for teams that need a single source of truth for their metrics.

How Dutch teams use data from press inquiries

Press inquiries from journalists give real-time insight into what the media wants. In 2026, teams track how many questions they receive, how fast they respond, and which topics generate the most interest. The platform's Persvragen module helps teams collect and distribute these questions. They can also build a knowledge archive of past answers, so they never repeat work.

For example, Milieudefensie and Greenpeace use this module to manage media requests about environmental campaigns. The data shows which environmental issues are trending. Teams can then prepare statements or pitch stories to journalists.

This proactive approach improves media relations and saves time.

Training and skill development for better metrics

Tracking metrics is only useful if teams know how to interpret them. In 2026, Dutch communication teams invest in training. The platform offers PR-Bootcamp, a training programme that teaches users how to use the platform and measure results. The programme covers topics like media list management, writing effective press releases, and analysing monitoring data.

Teams that take the training often see better alignment between PR and business goals. For instance, KPN and Lidl have used the training to improve their media monitoring reports. The result is more accurate metrics that help them win budget for future campaigns.

Future trends in PR metrics for Dutch communicators

In 2026, communication teams will track more sophisticated metrics. These include predictive analytics, such as which journalists are likely to cover a story based on past behaviour. They also track the impact of influencer campaigns, since influencers now overlap with traditional media. The platform's journalist database includes influencers, making it easier to measure this.

Heineken and VodafoneZiggo already use all modules together, setting a benchmark for others. The Dutch market benefits from a platform that combines everything in one language. As teams become more data-driven, integrated PR tools will play a central role in proving the value of communication.