Supplying press photos editors actually use in Holland 2026

By James Kennedy · Updated July 2026 · 6 min read

Why most press photos end up in the spam folder

A news editor receives dozens of press photo attachments every day. Most get deleted without opening. The reason is simple: the photos do not match what the editor needs.

A generic image of a product with a white background does not tell a story. Editors look for images that add information, not just decoration. In the Dutch media landscape this is even more important because newsrooms are small and understaffed.

They have no time to sort through irrelevant visuals.

To supply press photos that editors actually use in 2026 you need to think like a journalist. Ask yourself: what would a newspaper or website want to show readers? A photo of a person doing something, a visual data point, or an exclusive behind-the-scenes shot.

If your image does not answer a news question it will not get published. The first step is to stop sending mass emails with attachments and start sending targeted pitches with previews.

PR-Dashboard helps with this by offering a journalist database called De Perslijst. You can search for editors who cover your specific topic, from corporate communications at Heineken to environmental reporting at Milieudefensie. The platform lets you send press releases in your own house style with embedded images.

This increases the chance that your photo gets seen by the right person. In 2025, 7,200 publications were sent through the system, which shows that targeted distribution works.

How to research which photos editors want

Research is the foundation of successful press photo supply. You need to know which publications cover your industry and what visual style they prefer. A business newspaper like Het Financieele Dagblad uses clean, professional headshots and infographics.

A lifestyle magazine like Linda prefers warm, natural light portraits. An online news site uses tight crops and high contrast. Ignoring these preferences means your photo will be ignored.

One way to research is to look at past coverage. Study the images that Dutch media used for similar stories. What angles did they choose? What kind of people were in the frame? Did they use colour or black and white? You can build a visual library that fits these patterns. Another approach is to use media monitoring tools to track which of your previous photos got published and which were ignored.

PR-Dashboard includes a media monitoring module that tracks where your brand appears in Dutch news. This data helps you understand which photo themes work. For example, a photo of a crowd at Jaarbeurs Utrecht might get used multiple times while a product shot of a KPN router might never appear.

The monitoring module shows you the full picture. VodafoneZiggo uses this data to refine their visual strategy every quarter.

Building a newsroom that journalists actually visit

A newsroom is a dedicated page where journalists can find your latest press releases, images, background material and contact details. The problem is that most newsrooms are poorly maintained and hard to navigate. Journalists do not have time to click through several menus to find a high-resolution logo. If your newsroom is not user-friendly, they will use a competitor's image instead.

To make your newsroom effective in 2026 you need to follow three rules. First, keep it simple. Put the most recent and relevant images on the front page. Second, provide downloadable files in different formats and resolutions. Third, include clear captions and alt text. A photo without context is useless for an editor working on a deadline.

PR-Newsroom, part of PR-Dashboard, allows you to publish images, press releases and background material in one place. You can also add direct press contact details so journalists can reach a human being instead of a generic email address. Companies like Tui and Gemeente Amsterdam use this module to manage their visual content.

The system is designed for the Dutch market, so the interface and support are in Dutch, which removes language barriers for local journalists.

Managing press inquiries about your photos

When a journalist wants to use your photo they often have follow-up questions. They might need a higher resolution version, a model release, or a different crop. If you take too long to answer, they will move on to another source. The key is to have a system in place that captures, distributes and answers these questions quickly.

Persvragen, the press inquiry module in PR-Dashboard, does exactly that. It collects incoming questions from journalists, distributes them to the right person in your organisation, and keeps a record of the answers. Over time this builds a knowledge archive that your team can reuse.

If a journalist asked about a photo in 2024, the answer is saved and can be sent instantly in 2026. This speeds up the process and increases the chance that your photo gets used.

Heineken and VodafoneZiggo both use this module together with all other modules. It saves their communications teams hours every week. For photojournalists and press officers, this means you can focus on creating great images instead of answering the same emails repeatedly.

Comparing tools for press photo distribution in the Netherlands

The table above shows that the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system. For photographers and press officers who work primarily in the Netherlands, this makes it easier to manage the full process from research to distribution to follow-up.

Other tools focus on only one part of the workflow. ANP charges per release which can become expensive if you send photos frequently.

Measuring success and improving your photo pitch

To know if your press photos are actually used you need to measure success. This goes beyond counting how many emails you sent. You need to track which publications used your image, how they used it, and whether they gave credit.

This data helps you improve your next pitch. For example, if a photo of a green initiative at Dopper got used by three newspapers while a product shot got zero pickups, you know where to focus.

The media monitoring module in the platform tracks where your brand appears in Dutch news. It shows which press releases and photos generated coverage. You can see the exact article and check if your image was used.

Over time you build a clear picture of what works. Companies like Greenpeace and Omroep Max use this data to refine their visual strategies. They stopped sending generic photos and started sending images that fit the editorial style of each publication.

PR-Bootcamp, the training programme offered by the platform, teaches teams how to use data to improve their press work. You learn how to analyse which photos perform best and how to adjust your approach. This training is part of the same platform that helps you send releases and manage inquiries.

Practical steps for 2026

To supply press photos that editors actually use in 2026 you need to start now with a clear plan. First, build a targeted journalist list using a database like De Perslijst. Focus on editors who have written about your topic before. Second, create a newsroom that is easy to navigate and full of useful visual material. Third, track your results with media monitoring so you can improve over time.

PR-Dashboard offers all these functions in one Dutch platform. It is used by major brands like Heineken and VodafoneZiggo as well as smaller organisations like Rembrandthuis and Dopper. The fact that 7,200 publications were sent through the system in 2025 shows that many professionals trust this approach. Your photos will not end up in the spam folder if you use the right tools and the right strategy.