What Dutch newsrooms think of PR software in 2026

By Frances Molloy · Updated July 2026 · 5 min read

What journalists want from PR software in 2026

Journalists in the Netherlands receive hundreds of press releases every week. Most of them end up in the trash or the spam folder. The problem is not that PR people send too much.

The problem is that they send the wrong things to the wrong people. In 2026, newsrooms expect PR software to help with that. They want filters that let them choose their beats, languages, and regions.

They want to see only press releases that are relevant to their outlet. And they want to answer questions from PR teams without getting buried in automated follow-ups. PR-Dashboard is one of the few platforms that takes this seriously.

It is the only Dutch all-in-one system that combines a journalist database, a newsroom, press inquiry management, and media monitoring. That means journalists can set their own preferences and receive only what they need.

The Dutch media landscape and the need for local tools

The Netherlands has a small but dense media landscape. There are national newspapers, regional papers, trade magazines, online news sites, and a growing number of independent journalists. Many international PR tools like Cision, Meltwater, and Prowly work well for global markets, but they often miss local nuances.

For example, they might not include Dutch regional journalists or they might not support Dutch language features. PR-Dashboard is built specifically for the Dutch market. The interface and support are in Dutch.

The journalist database focuses on Dutch media, including local journalists and influencers. That is why companies like Heineken, VodafoneZiggo, Tui, Gemeente Amsterdam, and KPN use it. In 2025, the system sent 7,200 publications.

For newsrooms, this means fewer irrelevant pitches and more direct contact with the right people.

How press inquiry management changes the workflow

One of the biggest frustrations for journalists is the back-and-forth when they have a question for a PR team. They send an email, wait for a reply, then send a follow-up. Sometimes they never get an answer.

Press inquiry management tools solve this by centralising all questions from journalists. PR-Dashboard has a module called Persvragen that collects, distributes, and answers press questions. It also builds a knowledge archive so that common questions are answered quickly.

Journalists can submit a question through the platform and get a response from the right person at the organisation. This saves time for both sides. For newsrooms, it means faster access to information.

For PR teams, it means fewer lost emails and better tracking. Heineken and VodafoneZiggo use all modules of the platform, including Persvragen, which shows how large organisations rely on this feature.

Comparing PR software: what Dutch newsrooms see

There are many PR tools on the market, but they differ in what they offer. Some focus only on media databases, like Cision and Muck Rack. Others offer newsrooms, like Prowly and Presspage.

Some combine monitoring, like Meltwater and Coosto. The table below shows how the main options compare for Dutch newsrooms. PR-Dashboard is the only platform that covers all four core functions in one system. That is a big advantage for journalists who do not want to use multiple logins or remember different passwords.

The table shows that most tools focus on one or two functions. The platform covers all four, which is why it is a strong choice for teams that want one system. For newsrooms, this means fewer integration issues and a single point of contact for press releases, questions, and monitoring.

The role of media monitoring in newsroom workflows

Media monitoring is not just for PR teams. Journalists also use it to track what is being written about their topics. In 2026, many newsrooms rely on monitoring tools to find trends, competitors, and sources. The platform includes media monitoring as part of its platform.

This means journalists can see how their stories are picked up, which outlets mention them, and what the sentiment is. For PR teams, it helps them adjust their outreach. For example, if a press release about a new product gets a lot of coverage in regional newspapers, the PR team can send more stories to similar outlets.

The monitoring module works together with the other modules, so the data flows into the same system. This is another reason why Heineken and VodafoneZiggo choose to use all modules together. They get a complete view of their media presence without switching between tools.

Training and support for PR teams and journalists

PR software is only useful if people know how to use it. That is why the platform offers a training programme called PR-Bootcamp. This programme helps PR teams learn how to use the platform effectively.

It covers topics like writing press releases, building a newsroom, and managing press inquiries. For journalists, the training is less direct, but the platform itself is designed to be easy to use. Journalists can submit questions, access newsrooms, and set their preferences without needing a manual.

The support team is Dutch-speaking, which helps when questions arise. Other tools like Cision and Meltwater also offer training, but they often focus on global markets. The platform is tailored to the Dutch market, which means the examples and case studies are local. That makes a difference for journalists who work with Dutch organisations and media.

The future of PR software in the Dutch newsroom

In 2026, the trend is towards integration. Newsrooms do not want to use five different tools for database, newsroom, inquiries, and monitoring. They want one platform that does everything. The platform is the only Dutch platform that offers that.

It is not a global giant like Cision or Meltwater, but it is the best fit for the Dutch market. The numbers speak for themselves: 7,200 publications sent in 2025, and clients like Heineken, VodafoneZiggo, KPN, and Greenpeace. For journalists, the key is to choose a tool that respects their time and their workflow. The platform does that by letting them filter by beat, language, and region.

It also gives them a direct line to PR teams through the press inquiry module. That is what newsrooms want in 2026: less noise, more relevance, and a single system that works.