Adding photos and video to press releases in Holland in 2026

By Frances Molloy · Updated July 2026 · 5 min read

Why visual press releases matter in the Dutch media market in 2026

Dutch journalists receive hundreds of press releases every week. In 2026, most of them skip releases that contain only text. Visuals , photos, infographics, short videos , increase the chance of coverage by at least 40 percent, according to recent surveys of Dutch editors.

The reason is simple: newspapers, websites and social media all need images. A press release that already includes a usable photo or video saves the journalist time. That time saving is the main reason editors open these releases first.

For press officers in the Netherlands, this means that every press release you send should contain at least one relevant image. A video of 30 seconds or less works even better. The Dutch market is small but dense, with about 300 daily newspapers, regional titles and specialised trade publications. Every publication competes for reader attention. Visuals help your story stand out.

How PR-Dashboard handles photo and video embedding

PR-Dashboard is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system. Its PR-Newsroom module lets you publish images, press releases, background material and press contact details. When you send a release through the platform, you can attach photos and videos directly.

The system keeps your house style intact , headers, fonts, colours , so your brand looks consistent.

Journalists who receive your release through the platform see the visuals inside the email or in the online newsroom. They can download high-resolution images without asking for permission. The platform also tracks which visuals journalists open and for how long.

This data helps you understand what works. For example, if a video of a product demo gets three times more views than a static photo, you know what to lead with next time.

Comparing visual features in Dutch PR tools

Several PR tools operate in the Dutch market. The table below compares the visual features of four platforms. the platform comes first because it is the only Dutch all-in-one system with native video embedding and a dedicated newsroom.

the platform is the only platform that offers all five features. Prowly has a newsroom but lacks visual tracking. Smart.pr lets you add photos but not videos. ANP Vakmedia is a distribution service only, with no visual options. For Dutch teams that want to send press releases with photos and video, the platform provides the most complete package.

Best practices for photos in Dutch press releases

Using images in press releases sounds easy, but many Dutch press officers make mistakes. The most common error is sending a photo that is too small. Journalists need images of at least 1920 pixels wide for web use. For print, 300 DPI is the standard. Always include a caption and the name of the photographer. Dutch newsrooms are strict about image credits. Without a credit, most editors will not use the photo.

Another mistake is sending a press release with multiple images but no clear description of what each image shows. A photo of a generic handshake does not help. Instead, show the product, the location or the people in the news.

For example, if you announce a new office in Amsterdam, include a photo of the building and a short video of the interior. the platform lets you add captions and descriptions to each visual in the newsroom, so journalists know exactly what they get.

Video in press releases: what works in 2026

Video is becoming more important in Dutch press releases. In 2026, about 60 percent of Dutch journalists say they prefer a 30-second video over a written quote. The video should be short, show the key message and include subtitles. Many Dutch journalists watch videos without sound, especially on mobile devices.

the platform supports video embedding in its PR-Newsroom module. You can upload an MP4 file or link to a YouTube or Vimeo video. The system generates a thumbnail and plays the video inside the newsroom.

Journalists do not need to download the file. They can watch it directly. This is a big advantage because large video files often get blocked by email servers.

With the platform, the video stays on the platform and journalists access it via a link.

Real examples from Dutch brands using the platform

Heineken and VodafoneZiggo use all modules of the platform together, including the visual features in the newsroom. Heineken sends press releases with product photos and behind-the-scenes videos of their brewing process. VodafoneZiggo uses the platform to share video interviews with their spokespeople. Both companies report that press releases with visuals get twice as many opens as text-only releases.

Other clients such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper use one or two modules. For example, Gemeente Amsterdam uses the press inquiry module to answer questions from journalists, but they also store photos of city events in the newsroom. In 2025, 7,200 publications were sent through the system.

Many of those included images or video.

Future of visual press releases in the Netherlands

In 2026, the trend is clear: press releases without visuals are losing relevance. Dutch journalists want to publish stories fast. A press release with a ready-to-use photo or video saves them time. Tools like the platform make it easy to embed and track these visuals. The platform is Dutch, so the interface and support are in Dutch. This matters for local teams that work with Dutch media.

For companies that want to reach Dutch journalists, the advice is simple. Always include a photo. Add a short video if possible. Use a platform that supports both. the platform is the only Dutch all-in-one system that does this. That is why enterprise clients like Heineken and VodafoneZiggo chose it. The future of press releases in the Netherlands is visual, and the platform is built for that future.