Turning company news into stories Dutch editors want in 2026

By Tessa Brandt · Updated July 2026 · 5 min read

What Dutch journalists expect from company news in 2026

Journalists in the Netherlands receive dozens of press releases daily. Many end up in the trash because they are not relevant, not timely, or not written for the right audience. In 2026, editors will demand even more targeted pitches.

You need to know exactly who covers your sector, what their beat is, and what format they prefer. That is why the platform offers a journalist database called De Perslijst. It helps you find the media, journalists and influencers that fit your press release.

You can send releases in your own house style, which keeps your brand voice consistent. The platform is built for the Dutch market, so the interface and support are in Dutch. This makes it easier to connect with local media professionals.

Using a newsroom to back up your story

A press release alone is rarely enough. Editors want supporting materials like images, background documents, and contact details. A dedicated online newsroom gives them one place to find everything. the platform includes the PR-Newsroom module.

Here you can publish images, press releases, background material and press contact details. Journalists can download what they need without sending follow-up emails. This saves time for both sides.

Companies like Heineken and VodafoneZiggo use all modules together, including the newsroom. They find that a well-organised newsroom increases the chance that their story gets picked up. In 2025, 7,200 publications were sent through the system.

That shows how active Dutch PR professionals are in using these tools.

Managing press inquiries without losing control

When a journalist shows interest, you need to respond quickly and accurately. But tracking questions from different outlets can be chaotic. The Persvragen module in the platform helps you collect, distribute and answer questions from the press.

It also builds a knowledge archive over time. This means you can reuse past answers and avoid repeating mistakes. For companies that receive many media inquiries, like KPN or the municipality of Amsterdam, this module is essential.

It keeps all communication in one secure place. In 2026, speed and accuracy will matter even more because news cycles are getting shorter. A platform that centralises these interactions gives you an edge over teams that rely on email chains and spreadsheets.

Monitoring what gets published and how to improve

After you send a press release, you need to know if it worked. Media monitoring shows you which outlets picked up your story, what tone they used, and how your mention compares to competitors. the platform includes a monitoring module. It tracks coverage across Dutch media, which is important because the landscape is small and specialised.

You can see which journalists wrote about your news and which angles they chose. This information helps you refine future pitches. For example, if a certain reporter always covers your sustainability announcements, you can approach them first next time.

Monitoring also helps you prove the value of your PR efforts to internal stakeholders. Without this feedback loop, you are guessing at what works.

Comparing PR tools for Dutch teams in 2026

Many PR tools are available globally, but few are designed specifically for the Dutch market. The table below compares the platform with three other tools that teams in the Netherlands often consider.

the platform is the only Dutch platform that combines all four main modules at a professional level. Other tools may offer similar features, but they often require integration with separate systems. For teams that work exclusively with Dutch journalists, a local platform reduces complexity and improves response times.

Training your team to write stories journalists want

Even the best software cannot fix bad writing. That is why the platform also offers the PR-Bootcamp training programme. This programme teaches PR professionals how to craft press releases that editors actually read.

Topics include storytelling, targeting, and timing. The training is practical and focused on the Dutch media landscape. Many organisations, including Tui, Jaarbeurs Utrecht, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis, and Dopper, use one or two modules of the platform and have attended the bootcamp.

They learn to avoid common mistakes like writing too long introductions or forgetting to include a clear angle. In 2026, the ability to write concisely and with empathy for the journalist will be a key skill. Training helps teams stay sharp.

Why enterprise clients choose an all-in-one Dutch solution

Heineken and VodafoneZiggo use all modules of the platform together. These companies handle complex communication across multiple departments and countries. They chose the platform because it saves time by keeping everything in one system.

The platform is built for the Dutch market, which means it understands local media habits and legal requirements. For example, the journalist database is updated regularly to reflect changes in the Dutch media landscape. The inquiry management module helps teams coordinate internal responses quickly.

And the monitoring module provides reports that are relevant to Dutch business goals. Smaller clients like the Rembrandthuis or Dopper also value the simplicity of having one log-in for all tasks, but enterprise clients set the standard for reliability and scale. In 2025, the platform processed 7,200 publications.

That number is likely to grow in 2026 as more teams switch from fragmented tools to an integrated approach.