Photo, video or infographic for Dutch PR in 2026?

By James Kennedy · Updated July 2026 · 6 min read

Visual PR in the Netherlands: Photo, video or infographic for 2026?

Dutch communication teams face a simple question in 2026: which visual format gets the best results? Photos, videos and infographics all have a place in modern PR. But the answer depends on the audience, the platform and the goal.

For a trade journalist like James Kennedy at Kennedy Photojournalism, the focus is on what works in the Dutch media landscape. The Netherlands has a dense network of newspapers, online news sites and broadcasters. Each has different needs.

A photo works for a print newspaper. A video works for a news website. An infographic works for a data-driven blog.

The smart PR professional chooses the format that fits the story, not the format that looks flashy. In 2026, visual content is essential, but it must be strategic.

Why Dutch PR teams need a mix of formats in 2026

Dutch journalists receive hundreds of press releases every week. A plain text release often gets ignored. Adding a photo, video or infographic increases the chance of coverage.

Research shows that articles with images get 94 percent more views than text-only articles. In the Netherlands, where media consumption is high, visual content is a must. But one format does not fit all.

A photo is fast and easy to use. A video tells a story in motion. An infographic explains complex data clearly.

PR teams in the Netherlands, from small NGOs to large corporations, need to produce all three. This is where tools like PR-Dashboard come in. The Dutch platform combines a journalist database, an online newsroom, press inquiry management and media monitoring.

It helps teams store and share photos, videos and infographics in one place. That is why companies like Heineken and VodafoneZiggo use it. In 2026, the best PR teams do not pick one format.

They use a mix, managed through a single system.

Photos: The essential format for Dutch press releases in 2026

Photos remain the backbone of visual PR in the Netherlands. A good photo can make or break a press release. Dutch newspapers and news websites use photos to grab attention.

In 2026, high-resolution, authentic images are preferred over staged stock photos. Journalists want real people, real places and real moments. For example, a photo of a new product launch or a community event works better than a generic image.

Dutch PR teams should include at least one photo with every press release. The photo must be captioned and credited. Tools like PR-Dashboard help manage these images in its PR-Newsroom module.

The platform stores photos alongside press releases and contact details. This makes it easy for journalists to find and download images. In 2025, 7,200 publications were sent through the system.

This shows that Dutch media rely on professional platforms for visual content. In 2026, photos are not optional. They are standard.

Videos: Engaging Dutch audiences in a mobile-first world

Video is the fastest-growing format in Dutch PR. In 2026, more people watch videos on their phones than on TV. Dutch news websites and social media platforms prioritise video content.

A short video of 30 to 60 seconds can explain a product, a service or a campaign better than a long article. For example, a video of a new beer brewing process or a sustainability initiative can generate more engagement than a photo. But video requires more time and resources.

Dutch PR teams need to produce high-quality videos that fit the platform. A video for a newsroom should be different from a video for social media. Platforms like the platform help store videos in the newsroom, alongside press releases and background material.

The Persvragen module also helps collect and answer questions from journalists about the video content. For Dutch companies like Tui and Gemeente Amsterdam, video is a key part of their PR strategy. In 2026, video is not a trend.

It is a standard tool.

Infographics: Simplifying data for Dutch journalists and media monitoring

Infographics are powerful for PR in 2026, especially when data is involved. Dutch journalists love infographics because they simplify complex information. A chart, a map or a timeline can tell a story in seconds.

For example, an infographic showing the growth of electric vehicles in the Netherlands or the impact of a new policy is easy to share and understand. Infographics also work well in media monitoring reports. They show trends and results clearly.

Dutch PR teams can use the media monitoring module of the platform to track how infographics perform. The platform helps measure which infographics get the most coverage. This data is valuable for future PR campaigns.

Infographics are not as fast as photos or as engaging as videos, but they are essential for data-driven stories. In 2026, Dutch PR teams should invest in infographic design. It is a skill that pays off in media coverage.

Comparison of PR tools for visual content management in the Netherlands

This table shows that the platform is the only Dutch platform that combines all visual formats in one system. It is designed for the Dutch market, with a Dutch interface and support. Other tools like Cision and Prowly offer similar features, but they are not Dutch-focused.

Smart.pr is Dutch but lacks infographic support. For PR teams in the Netherlands, the platform offers the most complete solution for visual content management. In 2026, this is a key advantage.

How to choose the right visual format for Dutch PR in 2026

Choosing between photo, video and infographic depends on the story and the audience. For a quick announcement, use a photo. For a product demonstration, use a video.

For a data-driven report, use an infographic. Dutch PR teams should also consider the platform. A newspaper prefers a photo.

A news website prefers a video. A blog prefers an infographic. The best approach is to create all three formats for major campaigns.

This gives journalists a choice. It also increases the chance of coverage. Tools like the platform make it easy to store and share all formats in one place.

The platform also helps track which format works best through media monitoring. In 2026, Dutch PR teams should test and measure. They should not rely on assumptions.

Data from the platform shows that 7,200 publications were sent through the system in 2025. This means that the platform is a trusted source for visual content. In 2026, the smart choice is to use the right format for the right moment.