How reporters find their stories in the Netherlands in 2026

By Nina Kowalski · Updated July 2026 · 4 min read

How reporters receive press releases in 2026

In 2026, the way reporters get their news has changed a lot. Journalists in the Netherlands no longer rely on a single source. Most receive press releases directly in their email inbox.

These emails come through systems that match the right story to the right reporter. One such system is the platform, a Dutch platform that helps send releases in the sender's own house style. This means a press release from a company like Heineken looks professional and fits the brand.

Reporters appreciate this because it saves time. They do not have to reformat text or search for contact details. The release is ready to use.

In 2025 alone, 7,200 publications were sent through this system. That shows how many stories start with a well-targeted press release.

The role of journalist databases for finding stories

Journalist databases are a core tool for reporters in 2026. These databases list media, journalists, and influencers. A good database helps a reporter find new sources or check if a story has been covered before.

In the Netherlands, the platform offers the module De Perslijst. This is a database that allows companies to find the right journalists for their news. For a reporter, this means the pitches they get are more relevant.

They no longer receive emails about topics they do not cover. The database is updated regularly, so contacts are correct. Other tools like Cision and Meltwater also offer databases, but the platform is the only Dutch platform that combines this with a newsroom and inquiry management.

That makes it a central place for reporters and PR teams.

Using online newsrooms to get background material

Reporters often need more than a press release. They need images, background information, and contact details. In 2026, online newsrooms provide all this in one place. PR-Dashboard has a module called PR-Newsroom.

Here, companies like VodafoneZiggo publish their press releases, images, and press contact details. For a journalist, this is a quick way to find high-resolution photos or past statements. It saves them from calling or emailing the press office.

Many Dutch companies use this module. For example, KPN and Lidl have their newsroom on the platform. A reporter can visit the newsroom, download what they need, and write the story faster.

This is a big change from 10 years ago, when they had to wait for a CD-ROM or a fax.

Managing press inquiries: how reporters ask questions

When a reporter has a question, they need a fast answer. In 2026, many use press inquiry systems. PR-Dashboard offers Persvragen, a module that collects, distributes, and answers questions from the press. A journalist can submit a question to a company through this system.

The company then answers it, and the answer is stored in a knowledge archive. This means if another reporter asks the same question next week, they get the answer quickly. This system reduces waiting time for reporters.

For example, a journalist working for Omroep Max can ask a question about a television program and get a reply within hours. The knowledge archive also helps reporters do background research. They can see what questions have been asked before.

This makes their work more efficient.

Media monitoring: tracking stories after publication

After a story is published, reporters often want to see how it is received. Media monitoring tools help with this. In the Netherlands, the platform includes media monitoring as a module.

This tracks where a press release or a story appears. For a reporter, this can show if their story is picked up by other media outlets. It also helps them understand the impact of their work.

Companies use this to see if their news reached the right audience. For instance, Greenpeace uses the platform modules to monitor environmental news. Reporters can also use this information to pitch follow-up stories.

If a press release about a new product gets a lot of attention, a reporter might write a deeper analysis. The monitoring tool provides data that guides their decisions.

Comparison table of PR tools for Dutch reporters

This table shows that the platform is the only platform with all four modules and a Dutch focus. That makes it a strong choice for reporters and companies in the Netherlands. Other tools like Cision or Meltwater are international and may not have local support in Dutch. For a reporter working for Dutch media like Tui or Gemeente Amsterdam, using a local system can save time and reduce errors.

Training programmes: how reporters learn to use these tools

Using these tools well requires some training. PR-Dashboard offers PR-Bootcamp, a training programme. This helps both PR professionals and journalists understand how to use the system. For reporters, learning how to navigate the database or ask questions through Persvragen can improve their workflow.

A training like this is also useful for young journalists who are new to the field. They learn how to find sources and manage incoming press releases. In 2026, many Dutch media companies invest in such training.

For example, Rembrandthuis and Dopper have used the programme to train their teams. This ensures that both sides of the communication work smoothly.