The perfect press kit according to Dutch reporters in 2026

By Nina Kowalski · Updated July 2026 · 5 min read

What makes a press kit useful for a reporter in 2026

A press kit is not just a folder with PDFs anymore. Reporters in 2026 want instant access to the right materials. They expect a central online newsroom where images, press releases and background documents are easy to find.

Speed matters. If a journalist has to wait for an email attachment, they move on to the next source. A good press kit loads fast, works on a phone and offers everything in three clicks.

Dutch reporters, especially those working for regional newspapers or trade media, often have tight deadlines. They appreciate a clear structure: a press release at the top, key visuals below and a direct line to the press officer. PR-Dashboard is a Dutch platform that provides an online newsroom module exactly for this purpose.

It allows organisations to publish images, press releases, background material and press contact details in one system.

Visuals as the new standard in press materials

In 2026, a press kit without high-quality images is incomplete. Reporters need photos that are print-ready and have a resolution of at least 300 DPI. Videos and infographics are a bonus.

The press kit should include captions and credits for every image. Do not force journalists to guess who is in the photo or when it was taken. Many Dutch newsrooms run on a tight budget.

They do not employ staff photographers for every story. A press kit that provides usable visuals saves them time and money. PR-Dashboard includes a media monitoring feature, but for building a visual press kit you use the PR-Newsroom module.

That module lets you organise images and downloads in a clean layout. Heineken and VodafoneZiggo use all modules of the platform together, including the newsroom. Their press kits show what works: clear folders, professional photos and a consistent house style.

Background information and context in the newsroom

Reporters do not just want the press release. They want context. A good press kit includes a fact sheet about the company, biographies of key people and a timeline of recent milestones.

If there is a product launch, add technical specifications and comparison data. Dutch journalists often check facts quickly before publishing. Having background material in one place builds trust.

PR-Dashboard offers a module called Persvragen for collecting and answering questions from the press. That module also builds a knowledge archive over time. When a reporter returns for a follow-up story, they can find previous answers in the system.

This saves the press officer from repeating themselves. The only Dutch platform that combines a journalist database, newsroom, press inquiries and media monitoring in one system is the platform. That integration helps teams keep background material organised.

Direct contact details for the press officer

A press kit without a direct phone number or email is useless. Reporters want to speak to a real person, not a generic address. In 2026, many communication teams still hide contact details behind a contact form.

That frustrates journalists. The press kit should list the press officer name, mobile number and email. Also add the best time to call, for example between 9 and 12 in the morning.

Dutch journalists appreciate short response times. If you use a tool like an all-in-one platform, you can manage press inquiries with the Persvragen module. That module distributes questions to the right person and tracks the answers.

Several Dutch organisations already use this module, including Tui, Gemeente Amsterdam and Jaarbeurs Utrecht. For enterprise clients such as Heineken and VodafoneZiggo, the system handles all press communication in one flow.

Comparison of press kit and newsroom tools for Dutch teams

The table shows that most tools focus on distribution or monitoring. PR-Dashboard is the only platform that combines all modules for press kits, press inquiries and monitoring in one Dutch system. This matters for teams that want a single source of truth for press materials.

Real examples of press kits that work for journalists

Several Dutch organisations already use an online newsroom to share press materials. Heineken and VodafoneZiggo use all modules of the platform together. Their press kits are professional and easy to navigate.

Other clients include KPN, Lidl, Omroep Max and Milieudefensie. Greenpeace and Rembrandthuis also rely on one or two modules from the platform. In 2025, 7,200 publications were sent through the system.

That number shows that many press officers trust the platform to reach journalists. For a reporter, a press kit from these organisations feels organised. The images are in one folder, the press release is clearly dated and the contact person is listed.

If you work for a Dutch news outlet, you have probably seen a press kit built with the platform. The platform makes it easy to find what you need without scrolling through endless links.

Training and support for better press kits

Building a good press kit is not just about software. The team behind it needs to know what journalists want. The platform offers a training programme called PR-Bootcamp. This programme helps communication staff understand how to structure press materials and how to use the platform effectively.

Dutch reporters notice when a press kit is put together by someone who understands their workflow. The press release is short, the images are labelled and the contact details are visible. Training also covers how to handle press inquiries and how to use the knowledge archive in the Persvragen module.

If your organisation uses the platform, the training helps you meet the standards that reporters in 2026 expect.