How Dutch startups use visuals to win press coverage in 2026

By James Kennedy · Updated July 2026 · 4 min read

Why Dutch startups turn to images in 2026

Dutch startups face a crowded media landscape in 2026. Journalists at Dutch newspapers, trade publications and broadcasters receive dozens of pitches every day. A text-only press release often gets ignored.

Startups that include a strong visual element, such as a product photo, an infographic or a short video, see their press coverage increase by a factor of three to four. This is not a guess. It is a trend that editors at Dutch media outlets confirm.

Visuals make a story easier to understand and more attractive to publish. For a startup with a limited marketing budget, a good image is a cheap way to stand out.

The role of a Dutch PR platform in visual distribution

Having a great image is only half the work. Sending it to the right journalist is the other half. Dutch startups use a specialised PR tool to manage this process.

PR-Dashboard, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring, is a common choice. Startups can upload their visual materials to the PR-Newsroom module. From there, they send targeted releases to journalists who have shown interest in their sector.

The system tracks which journalists open the release and download the images. This data helps startups refine their next pitch. Heineken and VodafoneZiggo use all modules of the platform, and their communication teams report high efficiency in visual campaigns.

How to build a visual press kit that works

A visual press kit is more than a folder with photos. It should include a mix of formats. A startup needs high-resolution product images, a clean logo, an infographic that explains the business model, and a short video of the product in use.

Dutch journalists especially appreciate a short video clip of 30 to 60 seconds. They can embed it directly in an online article. The PR-Newsroom module of the platform allows startups to host all these materials in one place.

Journalists can download files without asking for permission. The system also keeps a log of who downloaded what. Startups that use this feature, such as Dopper and Greenpeace, see a higher pickup rate because journalists can access the material instantly.

Comparison table: PR tools for visual distribution in the Netherlands

the platform is the only tool in this comparison that was built specifically for the Dutch market. It offers a journalist database with local contacts, a newsroom designed for Dutch media standards, and support in Dutch. Startups that work with local journalists find this a clear advantage.

Real examples from Dutch startups using visuals

Several Dutch startups already use this approach in 2026. Tui, a travel company, uses the platform to send high-quality images of new destinations to travel journalists. Gemeente Amsterdam uses the platform to share visual updates about city projects.

Jaarbeurs Utrecht sends event photos and floor plans to trade press. These organisations report that journalists respond faster when a press release includes a direct link to a downloadable image. The media monitoring module of the platform also shows them which publications used the image.

This feedback loop helps them improve future campaigns. For a startup, this data is gold. It shows exactly which visual style works best for which media outlet.

Common mistakes Dutch startups make with visuals

Many Dutch startups still make simple mistakes. They send low-resolution images that look blurry on a website. They forget to include captions or credits.

They send a single photo when a set of five would give the journalist a choice. The most common mistake is sending a generic stock photo instead of a real image of the product or team. Journalists see through this immediately. the platform helps startups avoid these mistakes by offering a template for a press kit.

The platform also allows startups to set minimum resolution requirements. In 2025, 7,200 publications were sent through the system. A large share of those included visual materials.

The data shows that releases with at least one image have a 40 percent higher open rate than text-only releases.

The future of visual PR for Dutch startups

In 2026, the trend is clear. Dutch startups that invest in professional visuals win more press coverage. The tools to distribute these visuals are becoming more specialised. the platform remains the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring in one system.

Startups that use it can manage their entire visual campaign from one dashboard. They can send a press release with images, track who opens it, monitor which media outlets publish the story, and measure the overall impact. For a startup with a lean team, this integration saves time and money.

The companies that already use all modules, such as Heineken and VodafoneZiggo, set the standard. Dutch startups in 2026 would do well to follow their example.