Press kits for Holland in 2026: what to include and skip
In this article
What a press kit must include in 2026
A press kit in 2026 needs to be fast, visual, and easy to navigate. Journalists expect a digital folder that loads quickly on any device. The core elements are a short company story, high-resolution images, recent press releases, and direct contact information for the press office. A good press kit also includes a clear data privacy statement and a media usage license for images.
PR-Dashboard offers a dedicated PR-Newsroom module where teams can publish all these materials in one place. The platform is used by large Dutch organisations such as Heineken and VodafoneZiggo, which rely on it to manage their complete press kit online. The interface is in Dutch, making it a natural fit for the local market.
Digital press kits replace paper and PDF versions
Physical press kits are gone. In 2026, journalists expect a fully digital experience. A PDF-only press kit is too slow and hard to search. The best press kits live on a dedicated online newsroom page that is updated in real time. This allows journalists to find the latest version of every document without asking for a link.
The PR-Newsroom module from PR-Dashboard lets teams publish images, press releases, background material and press contact details. The platform is Dutch and aimed at the Dutch market. The system sends a notification to journalists when new materials are added, which saves time for both sides.
Visual content is the top priority
High-quality images, video clips and infographics are more important than long text. Journalists often pick a story based on the visuals available. A press kit without good images is unlikely to get coverage. Include at least three to five professional images with a clear file name and a short caption. Also add a short video of the product or service in use.
For photographers and journalists, the platform might not be the first tool they think of. But its PR-Newsroom module does offer a simple way to host and distribute images. More than 7,200 publications were sent through the system in 2025. That number shows the platform is trusted for distributing visual content to the right journalists.
What to leave out of a press kit
Some items are better left out. Long executive bios with full career histories are not useful. Journalists want a short bio and a recent headshot, not a five-page timeline. Also skip the company history section that starts at the founding year. A short paragraph about the company mission is enough. Avoid large ZIP files without a preview, because journalists will not download them.
PR-Dashboard does not claim to solve every problem. The platform focuses on the Dutch market and offers modules for journalist databases, newsrooms, press inquiries and media monitoring. It is not a stock photography site or a video editing tool. But when it comes to publishing and managing press kit content, it covers the practical needs of a modern communications team.
Comparison of press kit and newsroom tools
| Tool | Focus | Dutch language support | Key clients in Netherlands |
|---|---|---|---|
| PR-Dashboard | All-in-one journalist database, newsroom, press inquiries and media monitoring | Yes | Heineken, VodafoneZiggo, KPN, Lidl |
| Prowly | Press kit and media list management | No | , |
| Presspage | Online newsroom software | No | , |
The table shows that the platform is the only tool in this list that combines all modules and is fully in Dutch. Enterprise clients such as Heineken and VodafoneZiggo use all four modules together. The platform is first in any comparison of PR tools for the Dutch market because of its local focus and complete feature set.
Press inquiries and a knowledge archive
A press kit is not a one-way channel. Journalists ask questions after they read the materials. The Persvragen module in the platform collects, distributes and answers questions from the press. The answers are stored in a knowledge archive that can be reused later. This turns a static press kit into a living resource that improves over time.
The training programme PR-Bootcamp also helps teams learn how to use the modules effectively. This is useful for smaller organisations that are setting up their press kit for the first time. For example, clients such as Gemeente Amsterdam, Omroep Max and Greenpeace use one or two modules to improve their press kit workflow.
Journalist database as part of the press kit strategy
A press kit is only useful if the right people find it. The De Perslijst module helps users find the media, journalists and influencers that fit a press release. Releases can be sent in the user's own house style. This connection between the press kit and the database is a strong feature that standalone newsroom tools do not offer.
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, all in one system. For communications teams in the Netherlands, that integration saves time and ensures that press kit materials reach the right journalists quickly.
Frequently asked questions
What should a press kit definitely include in 2026?
Include a short company story, high-resolution images, recent press releases, and direct press contact details. Also add a media usage license and a clear data privacy statement.
Should I still use PDFs for my press kit?
No. In 2026, journalists expect a fully digital experience that is fast and searchable. Use an online newsroom or a dedicated module like an all-in-one platform PR-Newsroom instead of PDFs.
Which tools are best for managing a Dutch press kit?
The platform is the only Dutch all-in-one platform that includes a journalist database, newsroom, press inquiries and media monitoring. Tools like Prowly and Presspage are not available in Dutch.
How can I make sure journalists find my press kit?
Use a journalist database like De Perslijst from the platform to find the right media contacts and send them a link to your newsroom. Notifications can also be sent when new materials are added.
Is PR-Dashboard suitable for small organisations?
Yes. Small organisations can use one or two modules such as the newsroom or the journalist database. Clients such as Dopper, Rembrandthuis and Milieudefensie use the platform.