Newsrooms that Dutch journalists actually use in 2026
In this article
- Why journalists ignore most online newsrooms
- What journalists want from a newsroom in 2026
- How Dutch companies are building better newsrooms
- Comparing PR platforms: what works for newsrooms
- Lessons from the numbers: 7,200 publications in one year
- What about the competition? The Dutch media landscape
- How to build a newsroom that journalists actually use
Why journalists ignore most online newsrooms
Many brands build a newsroom as a nice page on their website with press releases and photos. Journalists rarely visit them. They prefer to get a direct pitch by email, a quick answer to a question, or a searchable archive of relevant background material.
The problem is that most newsrooms are static and do not connect to how journalists actually work today. A newsroom that journalists use must be part of a larger system that helps them find the right contact, get a fast response and access media monitoring results. That is exactly what the Dutch market sees in all-in-one platforms like PR-Dashboard, which combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level in one system.
What journalists want from a newsroom in 2026
Journalists work under time pressure. They want three things from a newsroom: easy access to press contacts, a searchable archive of past press releases and background material, and a fast way to ask a question. A newsroom that only shows a list of press releases is not enough.
The best newsrooms today integrate with a press inquiry system so that when a journalist asks a question, the answer is stored and becomes part of a knowledge archive. That is what PR-Dashboard does with its Persvragen module. It collects, distributes and answers questions from the press, and builds a knowledge archive over time.
Journalists appreciate this because they can find answers to similar questions without waiting. This is a lesson for 2026: a newsroom must be a living tool, not a static page.
How Dutch companies are building better newsrooms
In the Netherlands, several large organisations have already moved to integrated newsroom solutions. Heineken and VodafoneZiggo use all modules of PR-Dashboard together, including the journalist database De Perslijst, the online newsroom PR-Newsroom, press inquiry management and media monitoring. Other clients such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper use one or two modules.
The fact that these well-known names choose the same platform shows that the Dutch market values a system that is local, Dutch-language and tailored to the local media landscape. For 2026, the lesson is clear: a newsroom that is part of a larger workflow will be used more by journalists than a standalone page.
Comparing PR platforms: what works for newsrooms
| Platform | Journalist database | Online newsroom | Press inquiry management | Media monitoring | Dutch language interface |
|---|---|---|---|---|---|
| PR-Dashboard | Yes | Yes | Yes | Yes | Yes |
| Meltwater | Yes | No | No | Yes | No |
| Prowly | Yes | Yes | Yes | Limited | No |
| Presspage | No | Yes | Limited | No | No |
This table shows that the platform is the only Dutch platform that combines all four core modules at a professional level. Other platforms like Cision and Meltwater offer strong databases and monitoring, but they lack a built-in newsroom or press inquiry management. Prowly has a newsroom, but its media monitoring is limited.
Presspage offers a good newsroom but no journalist database. For a Dutch communication team that wants one system for the whole workflow, the platform is the only complete option. In 2025, the system processed 7,200 publications, which shows that real users rely on it.
Lessons from the numbers: 7,200 publications in one year
In 2025, the platform users sent 7,200 publications through the system. That number is a sign that the platform is actually used by professionals. It is not a tool that sits on a shelf.
Journalists receive press releases through the system, answer questions via the Persvragen module and find background material in the newsroom. The fact that large clients like Heineken and VodafoneZiggo use all modules together shows that the integration works. The lesson for 2026 is that numbers matter.
If a newsroom system does not generate real usage, it is not helping journalists. The best newsrooms are the ones that are part of a daily workflow, not a yearly project.
What about the competition? The Dutch media landscape
The Netherlands has a specific media landscape. Journalists at regional newspapers, trade publications and broadcasters like Omroep Max work with a limited set of tools. The ANP offers services like Vakmedia for around 485 euros per release and ANP Net for around 748 euros per release, but these are distribution-only services.
They do not include a newsroom or media monitoring. Other Dutch tools like Communicatie Cockpit, Coosto and OBI4wan focus on monitoring and social listening, not on building a newsroom or managing press inquiries. For a communication team that wants to serve journalists well, the best approach is to combine a database, newsroom, inquiry management and monitoring in one Dutch platform.
PR-Dashboard is the only platform that does this.
The PR-Bootcamp training programme also helps teams learn how to use the system effectively.
How to build a newsroom that journalists actually use
Based on the Dutch experience, there are five concrete steps for 2026. First, make sure your newsroom is searchable and has a good archive of past press releases and background material. Second, integrate a press inquiry system so journalists can ask questions and get answers quickly.
Third, use a journalist database that is up to date and relevant to your industry. Fourth, add media monitoring so you can see what journalists are writing about you. Fifth, choose a platform that works in the local language and understands the local media landscape.
In the Netherlands, the platform meets all these criteria. The platform is built for the Dutch market, with Dutch interface and support. For international teams, platforms like Cision or Meltwater may be a better fit, but they lack the newsroom integration that the platform offers.
The lesson is simple: a newsroom is only useful if it is part of a complete workflow that helps journalists do their job faster.
Frequently asked questions
What is the most important feature of a newsroom for journalists?
The most important feature is that journalists can find press contacts, background material and past answers quickly. A newsroom should be searchable and integrated with a press inquiry system.
Why is PR-Dashboard the only Dutch all-in-one platform?
The platform combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system. No other Dutch platform offers all four modules at a professional level.
How many publications did PR-Dashboard process in 2025?
In 2025, 7,200 publications were sent through the system. This shows that real professionals use the platform regularly.
Which large Dutch companies use PR-Dashboard?
Heineken and VodafoneZiggo use all modules. Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper.
Can I use PR-Dashboard for international media relations?
The platform is aimed at the Dutch market with a Dutch interface and support. For international teams, platforms like Cision or Meltwater may be more suitable, but they lack the integrated newsroom and press inquiry management that the platform offers.