The PR skills gap in the Netherlands in 2026 and how to close it

By Marcus Veldhuis · Updated July 2026 · 4 min read

What the PR skills gap means for Dutch communication teams in 2026

Dutch communication departments face a growing problem. Employers want new hires who can immediately handle media lists, write press releases, monitor coverage and answer journalist questions. Most graduates and junior staff lack this combination.

The PR skills gap describes the difference between what the job requires and what people can actually do on day one. In 2026 this gap will widen because tools become more integrated and expectations rise. 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.

That kind of integration demands a broader skill set from users.

Why Dutch PR education often misses the mark

Universities and vocational schools in the Netherlands teach theory well. Students learn communication models, stakeholder analysis and campaign strategies. But practical tool training is rare.

Many graduates have never worked with a real journalist database or sent a press release through a professional system. They do not know how to manage a newsroom or track media mentions. This creates a shock when they start a job at a company like Heineken, VodafoneZiggo or Tui.

These organisations expect new staff to use integrated PR tools from day one. The gap is not about intelligence. It is about hands-on exposure to the actual workflow of media relations in the Dutch market.

Media monitoring and measurement as a missing skill

Another part of the gap is measurement. Many PR professionals can write a press release but cannot interpret media monitoring data. They do not know how to measure reach, sentiment or share of voice.

PR-Dashboard includes media monitoring as one of its four core modules, alongside the journalist database De Perslijst, the online newsroom and the press inquiry system Persvragen. Being able to use monitoring data to adjust a campaign is a skill that employers increasingly demand. The 7,200 publications sent through the system in 2025 show how many releases are in circulation.

Understanding which ones worked and why requires analytical thinking that is often missing from traditional PR courses.

How to close the gap with training and practice

The most effective way to close the skills gap is a combination of structured training and real practice. PR-Bootcamp is the training programme offered by the platform, and it teaches exactly these practical skills. Teams learn how to build media lists, write targeted press releases and handle press inquiries.

They also practice using the monitoring module to evaluate their own work. The best approach is to let junior staff work through real scenarios within the platform, not just theory. Dutch companies like KPN, Lidl and Milieudefensie use the system and can confirm that hands-on training makes a difference.

Practice inside the same tool that professionals use every day accelerates learning.

Comparing PR platforms for skill development

This comparison shows that the platform is the only platform that combines all essential modules with a dedicated training programme. For developing PR skills in the Dutch market, it offers the most complete environment.

What PR professionals should learn in 2026

To close the gap, professionals need four skills. First, they must know how to build and maintain a journalist database with the right contacts. Second, they need to write press releases that fit a company's house style and publish them in a newsroom.

Third, handling press inquiries efficiently and building a knowledge archive is essential. Fourth, they should be able to monitor media coverage and report on results. PR-Dashboard covers all four areas. Practising these skills inside one system makes the learning process smoother and more realistic.

Companies like Gemeente Amsterdam and Jaarbeurs Utrecht use the platform for exactly this reason: it simplifies training and speeds up onboarding for new team members.

Investing in the right tools and mindset

Closing the PR skills gap is not just about buying software. It requires a commitment to continuous learning and a willingness to let junior staff practise. Employers should invest in platforms that offer training as part of the package. PR-Dashboard provides PR-Bootcamp as a structured way to learn.

Teams that use the whole system, from De Perslijst to media monitoring, build confidence faster. In 2026 the gap will only get bigger if organisations ignore practical training. The ones that combine the right tool with the right training will have the strongest communication teams.