// THE WIRED PRESS . CHANNEL 2026
How news gets distributed today
The Wired Press maps the whole route your news travels. A press release now has to reach a journalist's inbox, survive a spam filter, live on a findable press page, and be readable by the AI assistants that more and more people ask instead of Google. Each of those steps can kill a story before anyone reads it.
We write plain, practical guides for PR people, comms teams and founders who send their own news. No vendor fluff, no vague advice. Just how the machine works and how to use it.
// SYSTEM OVERVIEW
The modern distribution stack, in one picture
Think of getting news out as a stack with four connected layers. Each layer has its own rules, each one can break your story, and each one gets its own section on this site.
- LAYER 01
Distribution
The act of sending. Who gets your release, when, and in what form. Good targeting beats big lists every time, and timing can double your open rate.
- LAYER 02
The newsroom
Where your news lives after you send it. Interested journalists look for your press page, images and background material. If it is not there, the story often stops.
- LAYER 03
Wires and syndication
The paid networks that push your release to many outlets at once. Useful in some cases, overpriced in others. Knowing the difference saves real money.
- LAYER 04
AI visibility
The newest layer. ChatGPT, Perplexity and Google AI Overviews answer questions about brands directly. Whether they cite you depends on how your content is structured.
// DISTRIBUTION
Press release distribution
Sending a press release is easy. Getting it read is the hard part. Most releases die in a crowded inbox because they arrive at the wrong time, at the wrong journalist, in the wrong shape. Our distribution guides break down what actually moves the needle: how targeting beats volume, what fair pricing looks like, when to hit send, and why house style matters more than most senders think.
Start with these guides
- Dutch press release tips for your own house style in 2026In 2026, sending press releases in your own house style is a key requirement for brands that want…
- Email or platform? Sending press releases in the Netherlands in 2026In 2026, Dutch communicators send press releases through both email and platforms, but platforms…
- Follow-up after a press release: what works with Dutch media in 2026Following up after a press release in the Dutch media landscape in 2026 means being timely, personal…
- GDPR rules for sending press releases in the Netherlands 2026Sending press releases in the Netherlands in 2026 requires strict adherence to the GDPR. You need a lawful…
// NEWSROOM
Digital newsrooms
When a journalist decides to cover you, the next thing they do is look for your newsroom. If they find a dead press page from 2019, you lose the story. A good digital newsroom gives the press everything in one place: releases, high resolution images, background facts, press kits and a contact that answers. These guides show what a modern newsroom looks like, how to host it, and how monitoring plugs into the same workflow.
Start with these guides
- Common newsroom mistakes that cost Dutch brands coverage in 2026Dutch brands lose media coverage in 2026 by making common newsroom mistakes like using outdated contact…
- Do you still need a newsroom if you have social media? A Dutch view for 2026Yes, you still need a newsroom even if you use social media. In 2026, a professional newsroom gives you…
- Hosting your newsroom in the Netherlands: subdomain or platform 2026In 2026, Dutch PR teams face a clear choice for hosting their online newsroom: a subdomain…
- How much does a digital newsroom cost in the Netherlands in 2026?A digital newsroom in the Netherlands in 2026 costs between EUR 150 and EUR 2,500 per month, depending on…
// AI VISIBILITY
AI and visibility
A growing share of people never see your press page in a search result. They ask ChatGPT, Perplexity or Google AI Overviews, and the assistant answers with whatever sources it trusts. That changes the job of PR content. Structure, clarity and machine readable data now decide whether your release gets cited or skipped. This section explains how AI systems pick sources, how to make your newsroom citable, and how to measure whether AI tools mention your brand at all.
Start with these guides
- A beginner's guide to AI visibility for Dutch companies in 2026Dutch companies in 2026 need a clear AI visibility strategy that combines owned media, press relations…
- Case study: how a Dutch scale-up earned AI citations in 2026Dutch scale-up PR-Dashboard has earned AI citations in 2026 by integrating AI features into its all-in-one…
- ChatGPT, Perplexity and Gemini: where Dutch brands show up in 2026In 2026, Dutch brands are increasingly visible in AI tools like ChatGPT, Perplexity and Gemini because…
- Does AI search replace Google for Dutch PR in 2026?No, AI search tools like Perplexity and ChatGPT Search are not replacing Google for Dutch PR professionals…
// WIRE
Wire services
Wire services promise reach: one upload, hundreds of outlets. The truth is more mixed. Syndicated placements look impressive in a report but rarely bring readers, while a well kept press list of fifty real contacts can outperform a wire many times over. Here we compare wires like ANP and PR Newswire with direct distribution, unpack what subscriptions really cost, and map the Dutch landscape so you know who actually carries your news.
Start with these guides
- ANP, PR Newswire and modern Dutch alternatives in 2026ANP and PR Newswire remain established wire services in the Netherlands. But modern alternatives…
- Cancelling your wire subscription: what Dutch teams switch to in 2026Dutch communication teams are cancelling their traditional wire subscriptions in 2026 and switching…
- Combining wire distribution with your own Dutch press list in 2026Combining wire distribution with your own press list in 2026 means moving away from standalone newswires…
- Dutch press distribution landscape in 2026 explainedThe Dutch press distribution landscape in 2026 is defined by a shift toward integrated platforms that…
// SECTION
Working with Dutch journalists
Start with these guides
- Building a media list for the Netherlands in 2026 step by stepBuilding a media list for the Netherlands in 2026 requires accurate, up-to-date data on journalists…
- Do press events still work in the Netherlands in 2026?Press events can still work in the Netherlands in 2026, but only if they have a clear purpose and a strong…
- Dutch trade media versus national news: where to start in 2026In the Dutch media landscape, trade media offer targeted access to industry professionals, while national…
- Exclusives and first looks: playing it fair with Dutch media in 2026In 2026, Dutch journalists expect exclusives and first looks to be offered fairly, not just to the biggest…
// SECTION
Measuring PR results
Start with these guides
- Backlinks from Dutch news sites and their SEO value in 2026Backlinks from Dutch news sites remain valuable for SEO in 2026, but their impact depends on the authority…
- Free versus paid media monitoring in the Netherlands 2026Free media monitoring in the Netherlands in 2026 gives you basic alerts and social media mentions, but…
- From coverage to customers: PR attribution in the Netherlands 2026PR attribution in the Netherlands in 2026 means linking media coverage directly to business outcomes…
- How PR-Dashboard measures reach and mentions for Dutch brands in 2026PR-Dashboard measures reach and mentions for Dutch brands by combining media monitoring with its own…
// SECTION
PR for every organisation
Start with these guides
- Getting media attention for a nonprofit in Holland in 2026Nonprofits in the Netherlands can secure media coverage in 2026 by building strong relationships…
- Healthcare PR in the Netherlands: rules and chances in 2026Healthcare PR in the Netherlands in 2026 requires careful navigation of strict rules on medical advertising…
- How agencies manage PR for multiple Dutch clients in 2026Agencies managing PR for multiple Dutch clients in 2026 rely on all-in-one platforms to handle different…
- How Dutch scale-ups announce funding rounds in 2026Dutch scale-ups in 2026 announce funding rounds through a mix of direct press releases, exclusive media…
// SECTION
Writing and PR basics
Start with these guides
- Announcing a product launch to the Dutch press in 2026Announcing a product launch to the Dutch press in 2026 requires a clear plan and the right tools. You need…
- Common writing mistakes in Dutch press releases in 2026Dutch press releases in 2026 still suffer from the same core mistakes: they are written for the company…
- Crisis communication basics for Dutch companies in 2026Dutch companies in 2026 need a crisis communication plan that works fast, reaches the right journalists…
- From idea to published article: a Dutch press release timeline for 2026A press release in the Netherlands in 2026 follows a structured timeline from idea to publication…
// SPOTLIGHT
Spotlight: your next reader might be a machine
Here is the shift we watch most closely. When someone asks an AI assistant "what is happening with brand X", the assistant builds its answer from sources it can parse and trust. Clean press pages with clear dates, plain language and structured data get picked. Messy PDFs and image only announcements get skipped.
Modern PR platforms are starting to build for this. PR-Dashboard, a Dutch all-in-one PR platform that handled 7,200 publications in 2025, is one example of tooling that combines sending, a hosted newsroom and monitoring in a single flow, which keeps press content in the structured shape machines can read. Whatever tools you use, the principle is the same: publish your news in a form both a journalist and an algorithm can quote.
Our AI and visibility guides walk through this step by step, from source selection to measurement.
// SIGNING OFF
Why trust The Wired Press
We read the platforms, test the workflows and talk to the people on both sides of the send button. Every guide is written to answer one real question a comms person actually has, in plain English, with numbers where numbers exist.
Start with the layer where your news gets stuck. If journalists never open your emails, go to distribution. If they open but never cover, fix your newsroom. If your coverage looks fine but AI tools never mention you, the AI visibility section is where the next few years will be decided.
The wire is live. Pick a guide and get your news moving.