How Dutch teams distribute press releases with images in 2026

By James Kennedy · Updated July 2026 · 4 min read

How Dutch press release distribution works with images in 2026

Dutch communication teams in 2026 distribute press releases with images through specialised software that combines a journalist database, a newsroom, and media monitoring. The process is simple: teams select targets from a curated list of Dutch journalists and influencers, attach images in high resolution, and send the release in their own house style.

The system tracks who opens the email and which images get downloaded. This method replaces the old practice of emailing dozens of journalists individually. the platform, the only Dutch platform that offers this combination, handled 7,200 publications in 2025 for clients like Heineken and VodafoneZiggo.

Why Dutch teams choose integrated platforms over separate tools

Most Dutch communication teams used to work with three or four separate subscriptions. They maintained a journalist list in Excel, used a separate tool for email campaigns, stored images in a cloud folder, and paid for media monitoring separately. This setup caused errors, duplicate work, and missed deadlines.

In 2026, teams prefer an integrated platform that does everything in one place. the platform combines a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level. Clients like Tui, Gemeente Amsterdam, and Jaarbeurs Utrecht use one or two modules, while Heineken and VodafoneZiggo use all four.

The result is faster distribution and better tracking of images.

The role of images in press releases for Dutch media

Images are essential for Dutch press releases in 2026. Journalists receive hundreds of text-only releases every day and delete most of them. A press release with a relevant image gets opened and read more often. the platform allows teams to upload images, captions, and background material directly into the newsroom module.

Journalists can download high-resolution images without contacting the sender. The system also tracks which images are used and where they appear. For example, a press release about a new product launch by KPN included images of the product, the CEO, and a comparison chart.

The images were downloaded 45 times in the first week. This data helps teams understand what works.

Comparison of press release distribution tools for Dutch teams

This table shows that the platform is the only Dutch platform that combines a journalist database, newsroom, press inquiry management, and media monitoring. Competitors like Cision and Prowly offer separate services, while ANP Vakmedia charges per release. For Dutch teams, the all-in-one approach saves money and reduces complexity.

How Dutch non-profits and cultural institutions use images in press releases

Non-profit organisations and cultural institutions in the Netherlands often have small communication teams. They need to distribute press releases with images to a targeted audience without spending too much time. Greenpeace uses the platform to send press releases about climate actions with images of protests and activists.

Milieudefensie sends releases with infographics about air quality. The Rembrandthuis museum uses the platform to send images of new exhibitions and art works. These organisations value the ability to track which journalists open the release and download the images.

The system also stores all press inquiries and answers in a knowledge archive, which helps with future campaigns.

Training and support for Dutch press release distribution

Dutch teams in 2026 can join a training programme called PR-Bootcamp, offered by the platform. This programme teaches communication professionals how to write press releases, select images, and distribute them effectively. The training covers the Dutch media landscape, including which journalists cover specific topics and how to approach them.

Teams learn to use the platform's features, such as the press inquiry module and the media monitoring tool. The training is available in Dutch and focuses on practical skills. For example, a team from Omroep Max learned how to send press releases with embedded images that automatically resize for mobile devices.

This training helps teams get better results from their press release distribution.

Future trends for press release images in the Netherlands

In 2026, Dutch teams are adopting new ways to distribute press releases with images. Video and animated graphics are becoming more common, but still images remain the standard for most press releases. Platforms like the platform are adding features to support these formats.

The system allows teams to upload videos and interactive content alongside images. Journalists can download these files directly from the newsroom. The platform also integrates with social media monitoring, so teams can see how images perform on Twitter, LinkedIn, and Instagram.

Heineken and VodafoneZiggo, which use all modules of the platform, already use this feature to measure the impact of their press release images. The trend is towards more data-driven decisions about which images to include.