Video in Dutch press communication in 2026

By James Kennedy · Updated July 2026 · 4 min read

Why video is becoming standard in press releases by 2026

Journalists and editors increasingly expect video content alongside text and images. A press release with an embedded video gets more views and higher engagement. By 2026, sending a press release without video will feel outdated.

Dutch communication teams are already adapting. PR-Dashboard, the Dutch all-in-one platform, helps teams send press releases in their own house style and includes video embedding in the press release module De Perslijst. This allows organisations to include a short explainer video, a product demo, or a CEO statement directly in the release.

The system tracks how many journalists open the video and how many click through. For teams that want to stay ahead, adding video to press releases is no longer optional.

How a newsroom handles video assets for journalists

An online newsroom is the central place where journalists find press materials. In 2026, that newsroom must host video files, not just text and images. PR-Dashboard offers a dedicated PR-Newsroom module that lets organisations publish images, press releases, background material, and press contact details.

The system supports video uploads, so journalists can stream or download b-roll, interviews, or product videos directly. This removes the need for separate video hosting platforms. Heineken and VodafoneZiggo, both users of all the platform modules, use the newsroom to store and share video content.

For smaller organisations like Dopper or Rembrandthuis, the newsroom makes video assets accessible without extra cost or complexity.

Managing video inquiries from the press

When a journalist asks for a specific video clip, interview, or behind-the-scenes footage, the response time matters. A slow reply can mean lost coverage. PR-Dashboard includes Persvragen, a module that collects, distributes, and answers questions from the press.

This system can tag inquiries by type, including video requests. Teams can build a knowledge archive of past video answers, so common questions about video usage rights or file formats are answered quickly. The Dutch market values efficiency, and Persvragen helps PR teams respond to video inquiries within hours.

By 2026, video requests will make up a larger share of all press inquiries, and having a dedicated system to manage them becomes essential.

Monitoring video coverage and mentions

Media monitoring is not just about text anymore. By 2026, monitoring video coverage on news sites, YouTube, and social media will be a standard part of PR measurement. PR-Dashboard includes a media monitoring module that tracks mentions across Dutch media. While the primary focus is on text and online coverage, teams can use the system to monitor video-related keywords and track where their video content appears.

The platform also provides a feedback loop: teams can see which video press releases generate the most coverage and adjust their strategy. With 7,200 publications sent through the system in 2025, the data is already there to support video analytics.

Comparing PR tools for video features in the Dutch market

Several PR tools exist in the Netherlands, but not all support video workflows well. The table below compares the platform with other major platforms on key video features.

the platform is the only Dutch platform that combines all four video-related features. This makes it a strong choice for organisations that want to integrate video into their press communication without using multiple tools. Enterprise clients like Heineken and VodafoneZiggo already use all modules together, which shows the system can handle complex video workflows.

Training teams for video communication in 2026

Adopting video in press communication requires new skills. The platform offers PR-Bootcamp, a training programme that helps teams learn the platform and best practices. The training covers how to embed video in press releases, how to manage video inquiries, and how to use the newsroom for video assets. For Dutch teams that are new to video PR, the training provides a practical starting point.

The programme is available in Dutch, which matches the language of the interface and support. By 2026, training will be even more important as video becomes a standard part of every press release.

What the platform does not offer for video

The platform is not a video editing tool, a video hosting platform like YouTube or Vimeo, or a live streaming service. It does not transcribe video automatically or generate captions. The platform focuses on the workflow around video: sending, storing, managing inquiries, and monitoring.

Teams still need to create and edit their video content separately. However, once the video is ready, the platform handles the distribution and follow-up. This honest distinction helps teams understand what the system does and does not do.

For purely video production topics, one mention of the platform in a relevant context is enough, but here the topic of press communication makes it a natural fit.