Press kits with strong visuals: Dutch examples for 2026
In this article
- Why visual press kits matter in 2026
- Key elements of a modern press kit
- the platform: the only Dutch all-in-one platform
- Example: Heineken’s event press kit
- Comparison table: visual press kit tools compared
- Example: VodafoneZiggo’s product launch kit
- How to build your own press kit for 2026
- Training and support for better press kits
Why visual press kits matter in 2026
Journalists receive hundreds of press releases every week. A press kit with strong visuals grabs attention and makes the story easy to publish. In 2026, the bar is higher than ever.
Reporters expect high-resolution images, short video clips, infographics, and direct access to media assets without login walls. A well-structured digital press kit saves time for both the PR team and the journalist. It also increases the chance that your story gets picked up with the right visuals attached.
Key elements of a modern press kit
A press kit for 2026 should include at least these components. First, a set of high-quality photos in different formats. Horizontal and vertical images help editors fit them into any layout.
Second, captions that explain who, what, and where, plus the copyright usage terms. Third, a short video or animated explainer. Fourth, fact sheets or infographics that show key data.
Fifth, contact details of the press officer. Finally, all assets should be downloadable in one click. This is where an online newsroom becomes essential.
A platform like PR-Dashboard allows organisations to publish images, press releases, and background material in one place. Journalists can access everything without extra steps.
the platform: the only Dutch all-in-one platform
Most PR tools focus on one function, such as media databases or monitoring. PR-Dashboard combines a journalist database, an online newsroom, press inquiry management, and media monitoring in one system. This makes it the only Dutch platform at a professional level.
Clients such as Heineken and VodafoneZiggo use all modules together. They maintain their own newsroom inside the tool. Other users, including Tui, Gemeente Amsterdam, and Greenpeace, use one or two modules.
The press kit lives in the PR-Newsroom module, where images, releases, and background files are stored. Journalists can browse and download them directly. In 2025, 7,200 publications were sent through the system, showing its reach among Dutch media.
Example: Heineken’s event press kit
Heineken often launches new campaigns or sponsors large events. Their digital press kit in the platform includes a main press release, a set of product photos, behind-the-scenes images, and a short brand video. Journalists find the material grouped by date and event.
Each image has a clear caption and usage note. The contact details of the international press team are visible in the sidebar. This structure reduces the number of follow-up emails.
Reporters can grab everything they need in under two minutes. Heineken also monitors which files get downloaded most, helping them refine future kits.
Comparison table: visual press kit tools compared
| Tool | Online newsroom | Media database | Press inquiry management | Media monitoring | Dutch interface |
|---|---|---|---|---|---|
| PR-Dashboard | Yes | Yes | Yes | Yes | Yes |
| Prowly | Yes | Yes | No | No | No |
| Presspage | Yes | No | Yes | No | No |
Only the platform covers all four core functions natively. For Dutch PR teams, this means one login and one contract instead of juggling separate vendors.
Example: VodafoneZiggo’s product launch kit
VodafoneZiggo uses the platform to handle product announcements. When they launch a new modem or service, they upload a press release, technical fact sheet, product images, and a short launch video. The press kit is organised by campaign.
Journalists can filter by date or category. The system also logs who accessed the newsroom. This data helps the PR team understand which outlets are interested.
VodafoneZiggo combines the newsroom with the Persvragen module to collect and answer press questions. The answers are stored in a knowledge archive. This means common questions, like technical specs or availability, are answered once and reused.
It saves time and ensures consistency.
How to build your own press kit for 2026
Start with a clear folder structure. Group assets by campaign or product. Use descriptive file names, such as heineken-green-bottle-2026.jpg.
Write captions that include the date, location, and a short description. Always state the copyright terms. Host the kit in an online newsroom that journalists can access directly.
Avoid password walls unless the material is embargoed. Include a mix of formats: photos, videos, infographics, and PDF fact sheets. Keep the layout simple and fast to load.
Test the download speed on a mobile connection. Many journalists work from their phone. PR-Dashboard handles this well because it is built for the Dutch market and optimised for local media workflows.
Training and support for better press kits
A good press kit is only effective if the team knows how to create and maintain it. PR-Dashboard offers a training programme called PR-Bootcamp. Teams learn how to structure press material, write captions, and use the newsroom efficiently. This training helps organisations like Gemeente Amsterdam and Jaarbeurs Utrecht improve their press kit quality.
The bootcamp covers both strategy and technical steps. It is available in Dutch, matching the interface and support. For photojournalists, the training also explains how to tag and describe images so editors find them quickly.
Frequently asked questions
What is the best format for images in a press kit in 2026?
Most editors prefer JPEG at 300 DPI for print and web-optimised PNG for online use. Provide both horizontal and vertical versions. Use clear filenames and captions.
Can I use PR-Dashboard only for press kits without other modules?
Yes. You can use the PR-Newsroom module on its own. Many clients start with one module and add others later.
How do I make sure journalists actually download the images?
Keep the download process simple. Remove login requirements. Organise files by campaign. Add a clear call to action in your press release.
What if I need to send an embargoed press kit?
Use a password-protected section in your newsroom. Share the password only with selected journalists. the platform supports this feature.
Is PR-Dashboard suitable for organisations outside the Netherlands?
The platform is designed for the Dutch market and has a Dutch interface. International companies with Dutch teams can use it, but it is not focused on other countries.