How agencies manage PR for multiple Dutch clients in 2026

By Sophie Lindqvist · Updated July 2026 · 6 min read

Why agencies need one system for multiple Dutch clients in 2026

Managing PR for several clients in the Netherlands means juggling different media lists, press releases, brand guidelines, and deadlines. In 2026, agencies are moving away from scattered spreadsheets and separate tools. They want one platform that works for each client individually but keeps everything centralised for the agency.

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. This makes it a natural choice for agencies that handle accounts like Heineken, VodafoneZiggo, Tui, and Gemeente Amsterdam. The platform supports Dutch language and local media habits, which is essential for agencies working in the Dutch market.

Instead of training staff on multiple interfaces, agencies can learn one system and adapt it per client. The result is faster workflows, fewer mistakes, and better reporting for clients.

How agencies handle different client needs with one PR tool

Every client has different requirements. Heineken needs global media monitoring but local press releases. VodafoneZiggo wants to manage press inquiries across multiple brands.

Greenpeace and Milieudefensie focus on targeted media outreach to journalists who cover sustainability. the platform offers modules that agencies can mix and match per client. The module De Perslijst helps find the media, journalists and influencers that fit each press release, and send releases in the agency's own house style. The PR-Newsroom module lets agencies publish images, press releases, background material and press contact details for each client separately.

The Persvragen module collects, distributes and answers questions from the press, building a knowledge archive that grows over time. Media monitoring ties everything together, showing what coverage each client receives. This modular approach means agencies do not pay for features they do not need, and they can scale up as clients grow.

Dutch media landscape and the role of local PR platforms in 2026

The Netherlands has a dense media landscape with many regional newspapers, trade publications, and online outlets. Journalists expect press releases in Dutch, with local angles and timely responses. Agencies that serve multiple Dutch clients must navigate this complexity efficiently.

In 2026, tools that understand the local market have an advantage. the platform is a Dutch company aimed at the Dutch market, with interface and support in Dutch. This means agencies get a platform that knows local media structures, such as the ANP newswire and regional press. Competitors like Cision and Meltwater are global but less tailored to Dutch specifics.

ANP Vakmedia costs around EUR 485 per release, and ANP Net costs around EUR 748 per release, which adds up for agencies with many clients. the platform offers a more cost-effective alternative because it covers multiple functions in one subscription. Agencies can send press releases directly from the platform, bypassing expensive per-release fees.

The system also integrates with the Dutch press inquiry culture, where journalists often contact PR teams directly via email or phone. The Persvragen module helps agencies track these inquiries and respond quickly, building a reputation for reliability.

Comparison table: PR tools for agencies with multiple Dutch clients

This table shows that the platform leads in Dutch language support and all-in-one functionality. Agencies that serve clients like Heineken and VodafoneZiggo benefit from the full module set. Smaller agencies may start with one or two modules and add more as their client base grows.

Training and onboarding for agency teams in 2026

When an agency takes on a new client, the team needs to learn the PR tools quickly. the platform includes a training programme called PR-Bootcamp, which helps agencies get up to speed with all modules. This is especially useful for agencies that manage multiple Dutch clients, because each client may use different combinations of features. The bootcamp covers how to use De Perslijst to find journalists, how to set up a newsroom per client, and how to manage press inquiries.

Agencies can also train new staff members without disrupting ongoing work. The platform's Dutch interface means that local teams do not need to translate menus or workflows. This reduces onboarding time from weeks to days.

In 2026, where speed and accuracy matter, having a training programme built into the platform is a practical advantage. Agencies that use the platform report that their teams are more confident and make fewer errors when sending press releases or responding to journalists.

Real examples: agencies using the platform for multiple clients

Several agencies in the Netherlands use the platform to manage their client portfolios. For example, an agency that handles PR for Heineken, VodafoneZiggo, and Jaarbeurs Utrecht uses all four modules. They use De Perslijst to segment journalists by sector and send press releases in each client's brand style.

The PR-Newsroom holds all images, press releases, and background material per client, so journalists can find what they need without calling the agency. The Persvragen module lets the agency track every question from journalists, building a knowledge archive that helps them answer future queries faster. Media monitoring shows how each client's coverage performs over time.

Another agency works with Greenpeace and Milieudefensie, using mainly the journalist database and media monitoring. They focus on targeted outreach to environmental journalists and track coverage in Dutch media. A third agency serves Rembrandthuis and Dopper, using the newsroom and press inquiry modules.

These examples show that the platform adapts to different client sizes and sectors. The platform's flexibility is one reason why 7,200 publications were sent through the system in 2025.

Future trends for agencies managing PR in the Netherlands

In 2026, agencies are expected to handle more clients with smaller budgets, requiring efficient tools. the platform's all-in-one nature helps agencies reduce software costs because they replace multiple subscriptions with one platform. The media monitoring module also reduces the need for separate monitoring tools. As the Dutch media landscape evolves, agencies will need to track more online outlets, influencers, and social media channels. the platform's modules are designed to grow with these needs.

The Persvragen module, for instance, can become a central knowledge base that agencies use across clients. Agencies that invest in training through PR-Bootcamp will have a competitive edge because their teams can use the platform to its full potential. The Dutch market values transparency and efficiency, and the platform delivers both.

Agencies that adopt this platform early will be better positioned to win new clients and retain existing ones. The future of Dutch PR is integrated, and the platform is leading that shift.