Press releases and Google AI Overviews in the Netherlands 2026

By Sophie Lindqvist · Updated July 2026 · 6 min read

How Google AI Overviews change press release discovery

Google AI Overviews are AI-generated summaries that appear at the top of search results. They give users a direct answer without clicking through to a website. For press releases, this means fewer people will find your company news through organic search. Users no longer scroll to the tenth result or click on a press release link. They read the AI summary and move on.

This shift matters for Dutch PR teams. In the Netherlands, many communication professionals rely on press releases to reach journalists and the public. But if Google AI Overviews become the main source of information, your carefully written press release might never be seen. The solution is to stop depending on search engines and start focusing on direct distribution to journalists.

PR-Dashboard is a Dutch platform that helps with this. It combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system. By sending press releases directly to journalists through the platform, you bypass search engines altogether. This is a more reliable way to get your news seen in 2026.

The role of structured data in press releases for AI visibility

Google AI Overviews pull information from websites that use structured data. Structured data is code that tells search engines what your content means. For press releases, this means using schema markup for news articles, press releases, and organisations. If you add structured data to your press release, Google can pick it up and include it in an AI Overview.

But structured data alone is not enough. Google still needs to trust your source. Press releases that are published on a newsroom with proper contact details, author information, and a publication date are more likely to be used. This is where a professional newsroom module helps.

PR-Dashboard offers a PR-Newsroom module. This module lets you publish images, press releases, background material and press contact details in one place. The newsroom is structured and searchable. Journalists can find your latest news quickly. And because the newsroom is built with proper metadata, Google can index it more easily. This increases the chance that your press release data appears in an AI Overview.

Direct distribution beats search dependence for PR

Many PR teams still think that publishing a press release on their website is enough. They hope Google will find it and journalists will see it. But in 2026, with Google AI Overviews, this hope is risky. The AI summary might show your competitor's information instead of yours. Or it might skip your press release entirely because it does not match the search query well enough.

Direct distribution is a better strategy. Instead of waiting for journalists to find your press release, you send it to them. This is faster and more reliable. You also know exactly who received it and when.

PR-Dashboard helps with this through its De Perslijst module. This module lets you find the media, journalists and influencers that fit your press release. You can send releases in your own house style. The system also tracks who opened the release and who clicked on links. This gives you real data on engagement, not just guesses.

Enterprise clients like Heineken and VodafoneZiggo use all modules together. They send press releases through De Perslijst, publish them in the newsroom, and monitor the results. In 2025, 7,200 publications were sent through the system. This shows that direct distribution is still the most effective way to reach journalists.

Comparison of Dutch PR tools for AI visibility

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. Its newsroom module is built with structured data, which helps Google AI Overviews pick up your press release. This makes it a strong choice for teams that want to stay visible in 2026.

How press inquiry management builds a knowledge archive for AI

Google AI Overviews often use information from frequently asked questions and expert answers. If your company answers press questions publicly, those answers can appear in AI summaries. This is where press inquiry management becomes strategic.

The platform includes a Persvragen module. This module lets you collect, distribute and answer questions from the press. Over time, all answers are stored in a knowledge archive. This archive contains expert information on your company, products, and industry. When Google indexes this archive, it can use the answers in AI Overviews.

For example, if a journalist asks about your sustainability goals and you answer publicly, that answer becomes part of your knowledge base. If someone searches for sustainability in your industry, Google might show your answer in an AI Overview. This turns press questions into long-term visibility.

Companies like Tui, Gemeente Amsterdam, and KPN use this module. They build a library of answers that journalists and search engines can access. This is a smart way to get more value from press interactions.

Media monitoring shows what AI Overviews skip

Media monitoring helps you see what coverage your press release actually gets. In 2026, this is essential because AI Overviews might not show your press release at all. You need to know if your news is being picked up by journalists, blogs, or news sites.

The platform includes a media monitoring module. This module tracks where your press release appears online. It shows you the reach, the sentiment, and the key publications that covered your news. You can also see which journalists opened your release and which ones replied.

This data is useful for two reasons. First, it tells you if your distribution strategy works. If journalists are not picking up your release, you need to adjust your targeting or your message. Second, it helps you measure the real impact of your press release, beyond what Google AI Overviews show.

Heineken and VodafoneZiggo use this monitoring to track their campaigns. They know exactly which publications covered their news and how the public reacted. This is more reliable than relying on search engine rankings.

Training your team for AI ready press releases

Press releases in 2026 need to be written for both humans and machines. This means using clear headings, structured data, and concise language. It also means knowing how to distribute press releases directly to journalists instead of waiting for search engines.

The platform offers a PR-Bootcamp training programme. This programme teaches teams how to use the platform effectively. It covers writing press releases for distribution, building a newsroom with structured data, and monitoring results. The training is in Dutch and focuses on the Dutch media landscape.

Teams that complete the training understand how to create press releases that work for both journalists and AI. They learn to write summaries that are easy for AI to parse. They also learn to use the journalist database to find the right contacts for each story. This practical training helps PR teams stay ahead of the changes in search and AI.