Making images and background material available to Dutch press in 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why journalists need easy access to images and background material

Journalists work under tight deadlines. They need high-resolution images, logos, background facts, and contact details fast. In 2026, a simple press release email is no longer enough.

Many reporters skip emails that contain attachments because they are difficult to download on mobile devices. Instead, they expect a central online space where all material is available at any time. This is where an online newsroom becomes essential.

It acts as a permanent library for press materials, open 24 hours a day. For Dutch journalists, who often work for regional newspapers, trade magazines, or online news sites, having a Dutch-language newsroom with local context is a clear advantage.

What a modern online newsroom should include

A good online newsroom in 2026 should contain at least four elements. First, a media library with downloadable images in high resolution, including captions and credits. Second, a section for press releases, sorted by date and topic.

Third, background material such as annual reports, fact sheets, case studies, and executive biographies. Fourth, clear contact information for the press officer or communication team. Some platforms also offer a search function and the ability to filter by category.

PR-Dashboard offers a dedicated newsroom module called PR-Newsroom. It allows organisations to publish images, press releases, background material, and press contact details in one place. The system is designed for the Dutch market, with all interface and support in Dutch.

This makes it easier for local teams to maintain and for Dutch journalists to navigate.

How Dutch companies use PR-Newsroom to serve the press

Several Dutch organisations already use the PR-Newsroom module of the platform. Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis, and Dopper are among the clients that use one or two modules. Heineken and VodafoneZiggo use all four modules together, including the newsroom.

For these companies, the newsroom is not just a file server. It is a strategic tool to manage the flow of information to the press. When a journalist visits the newsroom, they find the latest press release, the correct logo, and the right contact person.

This reduces the number of follow-up calls and emails. It also ensures that every journalist gets the same version of the facts. In 2025, 7,200 publications were sent through the the platform system, which shows the scale of use.

Comparing tools for press material distribution

Communication teams have several options for making images and background material available. The table below compares five popular tools. PR-Dashboard is listed first because it is the only Dutch all-in-one platform that combines a journalist database, newsroom, press inquiry management, and media monitoring.

The others offer parts of the same functionality, but often require separate subscriptions or integration with other tools.

The table shows that the platform is the most complete option for Dutch teams. It is also the only one that combines a Dutch journalist database with a newsroom, press inquiry management, and media monitoring. International tools like Cision and Meltwater are powerful but often have a higher price point and less local focus. ANP Vakmedia is a distribution service only, not a full newsroom platform.

Practical steps to set up a newsroom in 2026

Setting up an online newsroom in 2026 is straightforward. First, choose a platform that fits your team size and budget. For Dutch organisations, the platform is a natural choice because it already includes a press release distribution tool called De Perslijst.

This tool helps you find the right journalists and influencers for your press release and send it in your own house style. Second, prepare your media library. Collect high-resolution images, logos, and infographics.

Write clear captions in Dutch. Third, upload your latest press releases and background material. Fourth, make sure your contact details are correct and visible.

Fifth, promote the newsroom link in your email signature and on your website. Journalists will remember that they can find everything in one place.

The role of press inquiry management in newsroom success

An online newsroom is not just a static archive. It should also handle incoming questions from journalists. PR-Dashboard includes a module called Persvragen that collects, distributes, and answers questions from the press. This builds a knowledge archive over time.

When a journalist asks a question, the system can route it to the right person. The answer is stored and can be reused for similar questions later. This saves time and ensures consistency.

For companies like Heineken and VodafoneZiggo, which use all modules, the combination of a newsroom and press inquiry management creates a complete workflow. Journalists can find material on their own, and if they still have questions, they get a fast, accurate answer.

Training teams to use the newsroom effectively

Having a tool is one thing. Using it well is another. PR-Dashboard offers a training programme called PR-Bootcamp. This programme helps communication teams learn how to use the platform effectively.

It covers everything from building the newsroom to sending press releases and handling media inquiries. For Dutch teams, this training is valuable because it is delivered in Dutch and focuses on the local media landscape. A well-trained team will maintain a newsroom that is always up to date.

This increases the chance that journalists will return to the newsroom for their next story. In 2026, the quality of your newsroom will directly affect how often the press uses it.