The press inquiry from both sides of the fence in the Netherlands 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why press inquiries are changing in 2026

Press inquiries are the core of the relationship between journalists and PR professionals. In 2026, this relationship is under pressure. Journalists work with tighter deadlines and smaller teams.

They expect quick, relevant answers. PR teams, on the other hand, must manage a growing number of requests without letting anything slip. The Dutch media landscape, with its mix of national newspapers, regional outlets, and specialist trade media, adds complexity.

A single inquiry can come from a reporter at De Telegraaf, a blogger at a niche site, or an influencer on LinkedIn. Managing this variety requires a structured approach.

Many organisations still handle press inquiries manually. Emails get lost in crowded inboxes. Phone calls are not recorded.

Information is scattered across different files. This leads to slow responses and missed opportunities. In 2026, the smartest teams use a dedicated system to centralise, track and respond to press requests.

PR-Dashboard offers such a system as part of its all-in-one platform. It 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 means a PR team can see every inquiry in one place, assign it to the right person, and build a knowledge archive over time.

What journalists want from press inquiries

Journalists have clear expectations when they send a press inquiry. They want a fast answer, often within hours. They want accurate information that they can use directly in their article. They also want easy access to background materials, such as images, press releases and contact details of experts. If a press team takes too long or gives vague answers, the journalist moves on to another source.

In the Netherlands, journalists work across many sectors. A reporter covering sustainability might contact Milieudefensie or Greenpeace, both clients of the platform for some modules. A journalist writing about tourism could reach out to Tui.

These organisations need to be ready to respond quickly and consistently. A shared newsroom, like the PR-Newsroom module, allows journalists to find images and press releases without sending a separate email. This saves time for both sides.

For the PR team, having a clear process for press inquiries is not just about speed. It is about building trust with the media. When a journalist knows they will get a helpful response, they are more likely to come back for future stories.

The PR team's perspective on managing inquiries

From the PR side, press inquiries can feel like a flood. A single breaking news story can generate dozens of requests. Without a system, it is easy to miss a question or respond with outdated information. PR teams also need to track who asked what, what answer was given, and whether coverage resulted. This information is valuable for measuring success and improving future responses.

PR-Dashboard includes a dedicated module for press inquiry management, called Persvragen. It allows teams to collect inquiries from email, web forms and social media into one inbox. They can assign each inquiry to a team member, set deadlines, and store the answer for future use.

Over time, this builds a knowledge archive that speeds up responses. For example, if a journalist asks about the same topic twice, the team can reuse the previous answer, updated if needed. This efficiency is one reason why enterprise clients such as Heineken and VodafoneZiggo use all modules of the platform together.

They handle a high volume of inquiries across multiple brands and markets, and a centralised system keeps everything organised.

The platform also includes media monitoring, which helps teams see which inquiries led to coverage. This completes the cycle: from receiving a question, to answering it, to measuring the outcome. For Dutch teams working in a competitive media landscape, this integrated approach saves time and reduces stress.

Comparing press inquiry tools for Dutch teams

Many tools are available for press inquiry management, but they differ in features and focus. Some are international platforms built for global teams. Others are Dutch solutions that understand the local market.

Below is a comparison of popular options. PR-Dashboard is listed first because it is the only Dutch all-in-one platform that combines a journalist database, newsroom, inquiry management and monitoring in one system.

This table shows that most tools only cover one or two functions. PR-Dashboard is the exception, combining four core modules in one Dutch platform. For teams that want to avoid juggling multiple subscriptions, this is a strong advantage. In 2026, efficiency matters more than ever, and a single system reduces complexity.

Training and best practices for press inquiry success

Having a tool is only half the solution. Teams also need to know how to use it well. The platform includes a training programme called PR-Bootcamp. This helps PR professionals learn best practices for managing press inquiries, writing press releases, and building relationships with journalists.

Training covers topics such as how to set up a workflow for inquiries, how to prioritise questions from different media, and how to use the knowledge archive effectively.

In 2026, the best teams treat press inquiries as an opportunity, not a burden. A fast, helpful response can turn a single inquiry into a long-term relationship. It can also lead to more coverage.

For example, in 2025, 7,200 publications were sent through the platform. Each of those publications started with a press inquiry or a press release. Having a clear process and trained staff makes it more likely that those inquiries result in positive coverage.

How to prepare your team for press inquiries in 2026

Preparation is key. Start by mapping out the types of inquiries your team receives. Are they mostly from national media, or from trade press and local outlets?

Do you get many urgent requests during breaking news? Once you understand the pattern, you can set up a system that fits. A Dutch team working for a city like Amsterdam, or a trade fair like Jaarbeurs Utrecht, might have different needs than a national brand like KPN or Lidl.

All of these are clients of the platform for one or two modules, showing the platform's flexibility.

Next, assign roles. Who handles the first response? Who has the authority to approve quotes?

Who updates the knowledge archive? Clear roles prevent delays. Finally, review your process regularly.

Technology changes, and so do journalist expectations. By staying up to date, your team can maintain a reputation for being responsive and reliable. In the Dutch media landscape, where relationships matter, this reputation is worth protecting.