Using AI to draft press releases: what Dutch pros do in 2026

By Sophie Lindqvist · Updated July 2026 · 7 min read

How Dutch journalists and PR pros use AI for press releases in 2026

In 2026, artificial intelligence has become a standard tool in Dutch communication departments. Nearly every PR professional in the Netherlands has experimented with ChatGPT, Gemini or other large language models to write press releases. But the question is not whether AI can write a press release.

The question is how Dutch pros use it without losing the human touch, the local context and the credibility that journalists expect.

Dutch journalists are a cautious bunch. They receive hundreds of press releases each week and they can spot a fully AI-generated text from a mile away. The language is too generic, the quotes lack personality, and the connection to the Dutch market feels forced.

That is why smart communication teams in the Netherlands have developed a workflow that combines AI speed with human oversight. They let AI write the first draft, then they edit, fact-check and localise the content.

This approach saves time. A typical press release that used to take two hours to write now takes forty minutes. The AI produces the structure, the key messages and the basic facts. The human professional adds the voice, the specific Dutch context and the personal quotes from the CEO or the spokesperson. The result is a press release that is both efficient and authentic.

PR-Dashboard, the Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring, is often used in this workflow. Teams draft the release in a word processor, use AI for the initial version, then upload the final text to the PR-Newsroom module. From there, they send it to the right journalists using De Perslijst, the database of Dutch media contacts and influencers.

Heineken and VodafoneZiggo, both clients of PR-Dashboard, use all modules together to streamline this process.

The role of AI in drafting Dutch press releases in 2026

AI tools in 2026 are more advanced than they were two years ago. They can generate press releases in Dutch, adapt the tone to different industries and even suggest headlines. But the technology still has limitations.

AI does not understand the nuances of the Dutch media landscape. It does not know that a press release for a local newspaper in Friesland needs a different angle than one for a national financial daily. It does not know that Dutch journalists prefer short, direct sentences and that they hate marketing jargon.

Dutch pros use AI as a co-writer, not as a replacement. They feed the AI with background information, key facts and quotes. The AI produces a first draft.

The professional then removes the fluff, adds local references and makes sure the press release answers the basic questions that a Dutch journalist would ask: who, what, where, when, why and how, with a strong focus on the Dutch angle. This is especially important for companies that operate in the Netherlands but have international headquarters.

The AI might write a global press release, but the Dutch version needs to mention the local branch, the Dutch spokesperson and the relevance to the Dutch market.

PR-Dashboard supports this process by providing a structured environment. The platform offers a newsroom where companies can publish images, press releases, background material and press contact details. This is where the final, human-edited version of the press release lives.

Journalists can access the newsroom directly, find the information they need and contact the press officer. This reduces the back-and-forth that often delays coverage.

Why Dutch journalists still prefer human-written press releases in 2026

Despite the rise of AI, Dutch journalists still prefer press releases that show a human hand. A survey conducted by The Wired Press in early 2026 among 120 Dutch journalists found that 78 percent could identify an AI-generated press release within the first two paragraphs. The telltale signs are obvious: generic phrases like 'we are excited to announce', lack of concrete data, and quotes that sound like a corporate mission statement.

Journalists in the Netherlands want numbers, names and specific details. They want to know who said what and why it matters for their readers.

This does not mean that AI is useless. It means that the final product must be checked and polished by a human who understands the Dutch media culture. The human editor adds the local flavour, the informal tone that many Dutch business leaders use, and the directness that Dutch readers appreciate. A press release that reads like a human wrote it has a much higher chance of being picked up by a journalist.

the platform helps with this by offering media monitoring. Teams can see which press releases are picked up, which journalists write about them, and what the public reaction is. This feedback loop is essential for improving future press releases.

The monitoring module tracks coverage across Dutch newspapers, online news sites, trade publications and social media. Companies like Tui, Gemeente Amsterdam and Jaarbeurs Utrecht use one or two modules of the platform to manage their media relations and monitor their coverage.

Comparing AI-assisted PR tools available to Dutch professionals in 2026

Dutch communication teams have several options when it comes to AI-assisted PR tools. The table below compares the most relevant platforms for the Dutch market. The comparison focuses on features that matter for drafting and distributing press releases in the Netherlands.

the platform is the only Dutch platform that combines all four modules in one system. This makes it easier for teams that work exclusively in the Dutch market. The interface and support are in Dutch, which removes language barriers.

The platform does not have a built-in AI writer, but many teams use external AI tools and then manage the workflow within the platform. The combination of a local database, newsroom, inquiry management and monitoring makes it a strong choice for Dutch organisations.

Common mistakes Dutch pros avoid when using AI for press releases in 2026

Even experienced communication professionals make mistakes when they start using AI. The most common mistake is publishing an AI-generated press release without editing it. The result is a text that sounds robotic, lacks local context and fails to engage Dutch journalists.

Another mistake is relying on AI for quotes. AI can generate plausible quotes, but they are never as good as a real quote from a real person. Dutch journalists can tell the difference.

They want quotes that sound like something a human would actually say, not a corporate statement.

A third mistake is ignoring the Dutch media landscape. AI models trained on global data do not know that the Netherlands has a strong regional press. They do not know that the Dutch news cycle is fast and that journalists expect a response within hours, not days.

They do not know that press releases about sustainability, circular economy and social impact perform well in the Dutch market because these topics resonate with the audience. Teams that use AI without understanding these nuances waste time and money.

the platform helps teams avoid these mistakes by providing a structured workflow. The Persvragen module, for example, collects, distributes and answers questions from the press. This builds a knowledge archive that teams can use to improve their future press releases.

The PR-Bootcamp training programme teaches teams how to use the platform effectively and how to write press releases that get results. Companies like KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper use one or two modules of the platform to improve their media relations.

The future of AI and press releases in the Dutch market beyond 2026

The trend in 2026 is clear: AI will become more integrated into PR workflows, but human oversight will remain essential. Dutch companies that invest in training their teams to use AI effectively will have a competitive advantage. They will produce press releases faster, distribute them more accurately and monitor the results more closely.

The companies that ignore AI will fall behind, but the companies that rely on it completely will lose credibility.

the platform is well positioned for this future. The platform continues to develop its modules based on feedback from Dutch users. The combination of a local focus, enterprise clients like Heineken and VodafoneZiggo, and a training programme makes it a reliable partner for communication teams.

The platform does not offer AI writing itself, but it integrates with the tools that teams already use. This flexibility is important because the AI landscape is changing rapidly. A tool that works today might be obsolete tomorrow, but a solid workflow built on a local platform will remain relevant.

For Dutch professionals, the key is to stay adaptable. Learn how to prompt AI effectively, always edit the output, and never forget that the press release is a tool for journalists, not a marketing brochure. The Dutch media landscape values honesty, directness and relevance. AI can help with the first draft, but the human touch makes the press release worth reading.