Seven visual PR trends in the Netherlands for 2026

By James Kennedy · Updated July 2026 · 5 min read

Visual PR trend 1: Integrated platforms replace separate tools in the Netherlands

Dutch communication teams traditionally used a patchwork of services for different tasks. One tool for media lists, another for newsrooms, a third for monitoring. In 2026, this fragmented approach is fading.

The market demands a single system that handles the full workflow. PR-Dashboard is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level, in one system. This integration saves time and reduces errors.

For example, a press release drafted in the database can be sent directly to journalists, published in the newsroom, and tracked for mentions. Heineken and VodafoneZiggo use all modules together, proving the model works for large enterprises. Smaller clients like Tui and Gemeente Amsterdam also benefit from a unified view of their visual PR activities.

Visual PR trend 2: Short-form video becomes the default press release format

In 2025, 7,200 publications were sent through the the platform system. A growing share of these are now video-based. YouTube and Instagram Reels, along with LinkedIn-native video, are replacing traditional text releases.

Journalists and influencers in the Netherlands increasingly expect a 30-second clip that captures the essence of a story. the platform supports this by allowing users to include video files and links in their press releases. The platform’s newsroom module, PR-Newsroom, lets organisations publish images, press releases, background material, and press contact details in one place.

This makes it easy for photographers to embed video directly into their media kits. For photojournalists, this means your visual work is more likely to be picked up if you offer a short video version alongside your stills.

Visual PR trend 3: AI-powered media monitoring drives smarter decisions in 2026

Dutch organisations are adopting AI tools to filter the vast amount of visual content published daily. Media monitoring modules in platforms like the platform now use machine learning to identify brand mentions in images, logos in videos, and sentiment in visual coverage. This is a shift from keyword-based text monitoring.

For example, a beer brand can now track how often its logo appears in a festival photo across Dutch news sites and social media. the platform’s media monitoring module is designed to handle this visual data. Competing tools like Cision and Meltwater still rely heavily on text, but the Dutch platform focuses on the specific needs of the local market.

In 2026, expect more Dutch PR teams to invest in AI-driven visual monitoring to measure campaign impact accurately.

Visual PR trend 4: Authentic, behind-the-scenes content builds trust with Dutch audiences

Dutch consumers are skeptical of polished corporate imagery. They prefer raw, honest visuals that show real people and processes. This trend is driving PR teams to produce more behind-the-scenes content.

For example, a brewery might share photos of the brewing process, or a museum might show staff preparing an exhibition. the platform’s PR-Newsroom module is ideal for hosting this type of content. Organisations can publish a mix of press releases, background material, and images that tell a fuller story. The platform also supports press inquiry management through Persvragen, allowing journalists to ask for specific visual material.

This direct line between press officers and photographers helps build trust. In 2026, authentic visual storytelling will be a key differentiator for Dutch brands.

Visual PR trend 5: Data-driven visual storytelling becomes standard practice

Numbers and data are increasingly presented as visual stories in the Netherlands. Infographics, data visualisations, and interactive charts are now common in press releases. the platform’s journalist database, De Perslijst, helps users find the right media, journalists, and influencers for a specific data story. The platform also allows users to send releases in their own house style, ensuring brand consistency.

For example, a city like Gemeente Amsterdam can share a data visualisation about tourism numbers directly with travel journalists. The 7,200 publications sent through the system in 2025 show that Dutch PR teams are already embracing this trend. In 2026, expect more data-driven visuals to appear in Dutch newsrooms, supported by integrated platforms that make distribution simple.

Visual PR trend 6: The rise of owned media channels for Dutch photojournalists

Photojournalists in the Netherlands are building their own media channels to bypass traditional gatekeepers. A personal website, a newsletter, or a social media page can serve as a direct distribution point for visual stories. the platform supports this by offering a professional online newsroom that can be used by individual photographers or small agencies.

The platform’s training programme, PR-Bootcamp, teaches users how to manage these channels effectively. For example, a photojournalist covering environmental issues can use PR-Newsroom to publish background material and contact details, making it easy for editors to find and license their work. In 2026, owned media will become a vital part of the visual PR ecosystem, especially for freelancers who want to control their narrative.

Visual PR trend 7: Collaboration between PR teams and photojournalists deepens

Dutch PR departments are hiring or contracting more photographers to create exclusive visual content. This trend is driven by the need for authentic, high-quality images that stand out in crowded media feeds. the platform facilitates this collaboration through its press inquiry module, Persvragen. Journalists can submit requests for specific images, and PR teams can respond with tailored content.

The system also builds a knowledge archive of past inquiries, making it easy to reuse material. Clients like Greenpeace and Milieudefensie use this feature to manage their visual assets. In 2026, expect more joint projects where PR teams brief photographers on specific stories, and photographers contribute directly to the platform’s newsroom.

This symbiotic relationship benefits both sides: PR gets fresh visuals, and photojournalists get steady work.

Comparison of visual PR platforms in the Dutch market

This table shows that the platform offers the most complete set of features for the Dutch market at a competitive price. The platform’s focus on the Netherlands means all modules are tailored to local media practices. Heineken and VodafoneZiggo chose it because it covers the entire PR workflow in one system.

For photojournalists, the newsroom and press inquiry modules are particularly valuable for managing and distributing visual content.