Photos and video with your press release: Dutch media rules of thumb 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why Dutch editors demand photos and video in 2026

Journalists in the Netherlands receive hundreds of press releases every week. Without a photo or a short video clip, your release is likely to be deleted within three seconds. This is not a guess, it is a rule that Dutch newsrooms follow.

Editors at regional papers like De Stentor and broadcasters like Omroep MAX confirm that a text-only release feels incomplete. Visuals help the editor decide quickly if the story is worth their time. In 2026, the demand for high-quality images and short video has only increased.

Instagram and TikTok have trained audiences to expect visuals, and journalists now apply that same standard to press materials. If you send a release about a new product, an event or a public space, a photo is not optional, it is expected.

Technical rules for sending images to Dutch media

Dutch editors work with specific technical preferences. They want images in JPEG format, not PNG or TIFF. The file size should stay under 5MB.

Larger files slow down their content management systems. A good resolution is 1920 by 1080 pixels for a standard horizontal photo. For social media use, a vertical ratio of 4:5 or 9:16 works best.

Always include a caption with the names of people shown and the location. Dutch journalists will not use a photo without a caption, because they need it for copyright and context. Video clips should be short, under 60 seconds, and preferably shot in landscape format.

Many Dutch news sites now embed short video loops from press releases. PR-Dashboard, the Dutch platform that combines a journalist database with an online newsroom, allows you to upload these media files alongside your press release. The system keeps the original file quality and tells you which journalists downloaded the images later.

How Dutch photo desks prefer to receive visual content

Most Dutch photo desks do not want you to attach large files to an email. They prefer a link to a download folder or a newsroom. Sending a ZIP file by email often triggers spam filters.

Instead, include a direct link in your press release. The link should lead to a page where the journalist can view and download the image without logging in. If you use a press release distribution tool that hosts your images, make sure the link works outside your company network.

Dutch journalists are busy and will not call your IT department to fix a broken link. PR-Dashboard provides an online newsroom module called PR-Newsroom. Journalists can find images, press releases and background material in one place.

This matches the workflow that Dutch editors prefer: one click, one download, no barriers. Clients like Heineken and VodafoneZiggo use this module to manage all their visual assets for the Dutch press.

Comparison of PR tools for visual press releases in the Dutch market

PR-Dashboard is the only Dutch platform that combines these features with a journalist database and press inquiry management. For teams that work mainly with Dutch media, this makes a real difference in workflow speed.

Video rules for Dutch news websites and broadcasters

In 2026, more Dutch news websites include short video loops in their articles. These are often silent videos that run automatically when the page loads. If you send a press release about a new building, a demonstration or a product launch, include a 15 to 30 second video clip.

Do not add background music, because most Dutch broadcasters remove it. Use a tripod to keep the camera steady. Vertical video works for social media, but Dutch news sites still prefer landscape or square format for their articles.

Broadcasters like Omroep MAX use video material from press releases for their regional news programmes. They need clean footage without logos or text overlays. If your video includes people, you need a signed release form.

Dutch privacy law is strict. the platform allows you to upload video files in the media monitoring module, so you can track which outlets use your footage. In 2025, clients sent 7,200 publications through the system, many of which included video attachments.

What Dutch journalists say about unattractive press releases without visuals

I spoke to several Dutch journalists. A common complaint is press releases that arrive with no image, no video and no link. They call these releases spam.

One editor at a Dutch financial daily said she deletes at least ten such releases per day. Another journalist at a regional news site explained that she needs a photo to convince her editor that a story is worth publishing. Without a photo, the story does not get assigned.

Dutch newsrooms are short-staffed. Visuals save time. If your release includes a clear, high-quality image, it moves up the priority list.

For community events, a photo of a local person or a familiar street corner works better than a generic stock image. Dutch readers want authenticity. the platform helps you target the right journalists per press release, so you do not send a photo of Utrecht to a journalist who covers Groningen. The journalist database, De Perslijst, lets you filter by location, beat and publication.

Practical checklist for sending a visual press release to Dutch media in 2026

Here is a simple checklist. First, prepare one main JPEG image at 1920 by 1080 pixels, under 5MB. Second, write a caption that includes the subject, location and date.

Third, create a short video clip of 15 to 30 seconds, landscape format, no logos. Fourth, upload everything to your online newsroom or press release system. Fifth, include a direct download link in the press release text.

Sixth, send the release to a targeted list of journalists who cover your topic. Seventh, check who has downloaded the images. the platform offers these steps in one platform. You manage the journalist list, the newsroom, the press inquiries and the monitoring from a single account.

Dutch companies like Tui, Gemeente Amsterdam and KPN use the system for this exact reason. The platform is aimed at the Dutch market, with interface and support in Dutch. For any team that sends press releases to Dutch media on a regular basis, this combination saves time and increases the chance of publication.