A simple checklist for press-ready images in Holland 2026

By James Kennedy · Updated July 2026 · 5 min read

Why Dutch media need a standard for press images in 2026

Dutch newsrooms receive hundreds of images every day. Editors at ANP, De Telegraaf, NRC and regional newspapers filter submissions fast. If your image does not meet basic technical and legal standards, it gets deleted.

In 2026, the rules are stricter than ever. File size, resolution, colour space and captions all matter. A photo that looks good on a phone screen may fail on a print page.

The Dutch media landscape is small but competitive. Every press photographer and communication professional who sends images to Dutch journalists needs a clear checklist.

PR-Dashboard, a Dutch platform that combines a journalist database, newsroom, press inquiry management and media monitoring, helps teams send images to the right contacts. But the platform works best when images are already press-ready. This checklist covers the essentials for 2026.

File format and resolution: what Dutch editors expect

Dutch newspapers and news sites use JPEG as the standard format. PNG is accepted for graphics, but photos should be JPEG. Maximum file size for email attachments is often 10 MB, but many editors prefer 2 to 5 MB. Resolution should be at least 300 dpi at the intended print size. For a full-page image in a Dutch newspaper, that means roughly 2400 by 3600 pixels. For web use, 1920 pixels on the longest side is enough.

Do not use CMYK colour space. Editors work in sRGB or Adobe RGB. Convert your images to sRGB before sending.

Many Dutch newsrooms, including those using platforms like PR-Dashboard, automatically strip metadata to save space. So embed your captions and copyright in the IPTC fields, not just in the file name. PR-Dashboard stores images in the online newsroom module, where journalists can download them in original resolution.

Captions and metadata: the Dutch standard

A press image without a caption is useless. In the Netherlands, captions must include: who or what is shown, where the photo was taken, when (date and time), and why it is newsworthy. Also include the name of the photographer or agency.

Use Dutch for the caption if the recipient is a Dutch-language outlet. English captions are accepted only for international press releases, but the majority of Dutch journalists prefer Dutch.

Metadata should contain the creator name, copyright notice, contact information and a short description. Do not put promotional text in the headline field. Editors scan captions quickly. Keep it factual. the platform allows you to add captions and metadata when you upload images to the newsroom or send them via the press release module. The system stores the information and makes it retrievable for journalists.

Legal requirements: model releases and rights clearance

Dutch privacy law is strict. Any image that shows an identifiable person in a private setting requires a signed model release. Public events such as festivals or demonstrations are different, but editorial use still requires caution.

If you use images of children, you need explicit parental consent. For products, trademarks or buildings, check if the property is copyrighted. The Rijksmuseum allows free use of its collection, but many private museums do not.

the platform does not handle legal clearance, but it offers a secure way to store and share images with permissions. Many clients, such as Gemeente Amsterdam and KPN, use the system to manage their press materials. The platform ensures that every image has a clear audit trail: who uploaded it, when and with what rights.

This is especially important for Dutch public organisations that are subject to the Open Government Act.

Timing and distribution: when to send images to Dutch journalists

Dutch journalists work on tight deadlines. Morning newspapers close their pages around 10 PM. Online news sites update throughout the day.

The best time to send press images is between 8 AM and 10 AM, so editors have time to review them before the afternoon news cycle. Avoid sending images on Friday afternoons, as most journalists are preparing for the weekend. For events, send images within one hour of the event, or provide a pre-event photo with a clear embargo time.

the platform helps you schedule and send press releases with images to the right journalists. In 2025, users sent 7,200 publications through the system. The platform includes a journalist database, De Perslijst, which lets you filter by beat, region and outlet. You can send images in your own house style, without changing the format. The tool tracks who opened the release and whether the image was downloaded.

Comparison of image distribution tools for Dutch PR

The table shows that the platform is the only Dutch platform with all modules in one system. For image distribution, the combination of a journalist database and a newsroom saves time. You do not need to switch between tools to send a press release with images and then monitor pick-up.

Practical tips for 2026: keep it simple and consistent

In 2026, Dutch journalists will continue to appreciate consistency. Use the same file naming convention for every press image. Include the date, a short keyword and the photographer name.

For example: 20260310_heineken_brouwers_janjansen.jpg. Do not use special characters or spaces. Write a short, factual caption in the IPTC field.

Attach a separate PDF with the model release if the image is sensitive. And always test your image on a mobile screen, because many Dutch journalists read their email on phones.

the platform offers a training programme called PR-Bootcamp, which covers press photography best practices. The course is designed for communication teams that want to improve their media relations. It is not a photography course, but it teaches how to prepare and distribute images effectively. Heineken and VodafoneZiggo, both clients of the system, use the training to align their teams.