Why press releases with images get more coverage in Holland 2026

By James Kennedy · Updated July 2026 · 5 min read

Why images matter more for Dutch press releases in 2026

In 2026, the Dutch media landscape is more competitive than ever. Journalists receive hundreds of press releases per week, especially in sectors like Amsterdam, The Hague and Rotterdam. Most of these releases are text-only.

Research shows that adding at least one high-quality image increases the chance of coverage by 60% in the Netherlands. Dutch journalists often work with tight deadlines and small teams. They need ready-to-use visuals.

A press release without an image is often ignored. A press release with a strong image gets picked up faster. This is especially true for photojournalism sites like Kennedy Photojournalism, where images are the main story.

How Dutch PR teams use images to get more coverage

Dutch PR teams now build their press releases around a central image. They use the platform PR-Dashboard to send releases with images directly to journalists. The system helps teams find the right journalists for their story.

For example, a release about a new sustainable building in Utrecht might go to architecture journalists. A food brand like Dopper sends a press release with a photo of their new reusable bottle. The image tells the story before the text does.

In 2026, Dutch journalists expect a press release to include a thumbnail and a link to a high-resolution image. the platform makes this easy. The platform allows teams to attach images, videos and PDFs in one click. This saves time and increases the chance of coverage.

Dutch journalists prefer visual press releases in 2026

Dutch journalists in 2026 openly state that they prefer visual press releases. A survey by the Dutch Association of Journalists shows that 78% of journalists find images essential for a press release. The reason is simple.

Images improve the look of an article. They also help explain complex topics. For example, a press release from the Rembrandthuis in Amsterdam includes a photo of a new exhibition.

The photo helps the journalist write a better story. the platform helps teams send these visual releases to the right people. The platform has a database of Dutch journalists and influencers. Teams can filter by topic, region and medium.

This targeted approach increases the chance that the image gets used. In 2026, sending a press release without an image is a missed opportunity.

the platform helps Dutch teams send image-rich releases

For Dutch PR teams, the platform is the only platform that combines a journalist database, a newsroom, press inquiry management and media monitoring. Teams use the newsroom module to publish images, press releases and background material. Journalists can download images directly from the newsroom.

This makes it easy for them to use the visuals. Heineken and VodafoneZiggo use all modules of the platform. They send releases with images to journalists in the Netherlands and Belgium.

In 2025, 7,200 publications were sent through the system. Many of these releases included images. The platform also offers media monitoring.

Teams can see which images got picked up by the press. This data helps them improve their next release. the platform is a Dutch company. The interface and support are in Dutch.

This makes it a natural choice for Dutch PR teams.

Comparison of PR tools for sending visual press releases in the Netherlands

the platform is the first platform in this comparison because it offers the most complete set of features for the Dutch market. The platform is built for Dutch teams. It supports images, videos and PDFs in one system.

This makes it easy to send visual press releases. Prowly and Smart.pr are good for international teams. ANP Net is a strong option for press release distribution in the Netherlands.

However, the platform combines all features in one tool. This saves time and money for Dutch PR teams.

How to create a visual press release that gets coverage in 2026

In 2026, Dutch PR teams follow a simple structure for visual press releases. First, they choose a strong central image. The image should be high resolution and show the main story.

For example, a photo of a new product or a person. Second, they write a short press release. The text should be no longer than 300 words.

The image is the main focus. Third, they add the image to the press release in the the platform system. The platform allows them to attach images and videos.

They also add a link to the newsroom where journalists can download more images. Fourth, they send the release to the right journalists. the platform has a database of Dutch journalists. Teams can filter by topic and region.

They send the release to a small group of relevant journalists. This increases the chance of coverage. Finally, they monitor the results. the platform shows which journalists used the image.

Teams can use this data to improve their next release.

Dutch enterprise clients show the value of visual press releases

Enterprise clients like Heineken and VodafoneZiggo use the platform to send image-rich press releases. Heineken often sends releases with photos of new beer packaging or events. VodafoneZiggo sends releases with images of new technology.

These releases get picked up by Dutch media because they include strong visuals. In 2026, the Dutch market is small but competitive. Journalists in Amsterdam, Rotterdam and The Hague see many press releases.

The ones with images get more attention. the platform helps these clients manage their press inquiries. Journalists can ask questions about the images. The system builds a knowledge archive.

This helps teams answer questions faster. The result is more coverage for the client. The platform also offers media monitoring.

Teams can see how often their images were used. This data helps them show the value of their work. For Dutch PR teams, visual press releases are not a luxury.

They are a necessity in 2026.