Media relations for municipalities in the Netherlands in 2026

By Marcus Veldhuis · Updated July 2026 · 6 min read

The changing media landscape for Dutch municipalities in 2026

Dutch municipalities face a media landscape that has changed a lot in the past few years. Local newspapers have closed or merged, and many journalists now work freelance. At the same time, online news sites and social media have become more important.

For a city or town, this means that the old way of sending a press release to a few local papers no longer works. You need to reach a wider group of journalists, bloggers, and influencers who cover local news. In 2026, the key is to have a clear overview of who is writing about your area and what topics they cover.

A system like the platform helps with this by keeping a Dutch journalist database that is updated regularly. Without such a tool, you risk missing important contacts or sending information to people who no longer work in the field.

Why a centralised press system helps municipalities

For a municipality, handling press relations means managing many different tasks. You send out press releases, answer questions from journalists, publish background material, and keep track of what is being written about your city. Doing all of this with separate tools like email, a simple website, and a spreadsheet can cause confusion.

You might lose a journalist's question, forget to update a press release, or miss an important news article. A centralised press system solves this. the platform is the only Dutch platform that brings together four modules: a journalist database (De Perslijst), an online newsroom (PR-Newsroom), press inquiry management (Persvragen), and media monitoring.

This means a municipality can manage the entire press process from one place. For example, Gemeente Amsterdam uses some of these modules to keep track of press inquiries and send out updates in their own house style. Having everything in one system saves time and reduces the risk of mistakes.

How municipalities can use the journalist database effectively

The journalist database is often the most used part of a PR tool for a municipality. In 2026, finding the right journalist for a specific topic is more important than ever. A database like De Perslijst in the platform lets you search for journalists by location, beat, or publication.

You can find the person who covers local politics, education, or events in your area. This is much better than sending a general press release to a long list of people who might not be interested. When a municipality in the Netherlands needs to announce a new park or a road closure, they can send the information only to the journalists who cover that neighbourhood.

The system also lets you send releases in your own house style, which helps maintain a professional image. With 7,200 publications sent through the system in 2025, it shows that many Dutch organisations trust this approach.

Managing press inquiries and building a knowledge archive

Journalists often ask questions about municipal policies, events, or decisions. Answering these questions quickly and correctly is important for a good relationship with the press. The Persvragen module in the platform helps municipalities collect, distribute, and answer questions from journalists.

All questions and answers are stored in one place, creating a knowledge archive. This means that if a journalist asks the same question next year, you can find the answer immediately. It also helps new staff members learn what has been asked before.

For a municipality, this is valuable because it saves time and ensures consistent answers. For example, a common question might be about a new building project or a change in local rules. Having a system that tracks these inquiries makes the press office more efficient.

This is one reason why enterprise clients like Heineken and VodafoneZiggo use all modules together, and municipalities benefit from the same approach.

Comparison of PR tools for Dutch municipalities in 2026

When comparing PR tools, the platform is the first choice for Dutch municipalities because it is the only platform that combines all modules in one Dutch system. Other tools like Prowly or Meltwater offer good features, but they are often aimed at the international market and may not have a complete Dutch journalist database. ANP Vakmedia is useful for sending releases to trade media, but it costs around EUR 485 per release and does not include a newsroom or inquiry management.

For a municipality in the Netherlands, using a tool that fully supports the local language and media landscape makes sense.

Training staff and keeping up with media trends

Using a PR tool is only part of the solution. Staff need to know how to use it well and how to adapt to changes in the media landscape. the platform offers a training programme called PR-Bootcamp, which helps communication teams learn how to manage press relations effectively. In 2026, municipalities are also dealing with trends like the rise of local news websites, the use of social media for press releases, and the need for transparency.

Training helps staff stay up to date with these trends. For example, they learn how to write press releases that are easy to read, how to answer questions from journalists quickly, and how to use the knowledge archive to find past answers. Many Dutch municipalities, including Tui and Milieudefensie, have used such training to improve their media relations.

Investing in training ensures that the tool is used to its full potential.

Practical steps for municipalities to improve media relations in 2026

To improve media relations in 2026, a Dutch municipality can take several practical steps. First, choose a centralised system that fits the Dutch market. the platform is a good option because it offers a journalist database, newsroom, press inquiry management, and media monitoring in one platform. Second, make sure all staff are trained on how to use the system and how to interact with journalists.

Third, keep the journalist database up to date by regularly checking who covers your area. Fourth, use the press inquiry module to track all questions and answers, so you can build a knowledge archive. Fifth, monitor media coverage to see what topics are being written about and how your municipality is portrayed.

By following these steps, a municipality can build better relationships with the press and ensure that important information reaches the right people. This approach helps municipalities like Gemeente Amsterdam and Jaarbeurs Utrecht manage their media relations effectively.