How a press release and a newsroom work together in one workflow

When you send a press release, you want journalists to read it. When you run a newsroom, you want visitors to find your latest news. These are two different jobs, but they should not be two different workflows. With PR-Dashboard, the Dutch PR platform, one tick sends a release to journalists and to the newsroom, so the same story reaches journalists and your public news page without double work.

The article explains how the two systems work together. You will see how a send becomes a publication, how journalists can follow your news, and how your archive stays tidy.

Send: how a release reaches journalists and your newsroom at once

De Perslijst is the journalist database and sending system of PR-Dashboard. You compose a press release, choose your target group, and send it. The price starts at 2,650 euros per year with two logins. One login covers all PR-Dashboard systems, so the same account works for both.

When you send a release, you can tick one box to publish it in your newsroom as well. That single tick is the whole connection. You do not copy the text, upload images again, or ask a colleague to post it later. The release goes to journalists and to your newsroom in one action.

You can also plan your send moment. If you want the release to reach journalists at 9:00 and appear on your newsroom at the same time, you set that in advance. This is useful for embargoes or for early morning announcements.

Publish: what happens after the tick

Once you tick the box, PR-Newsroom publishes the release automatically. The newsroom is the online page where your organisation collects its news, photos, and press contacts. The automatic publication means the story appears on your newsroom without extra steps.

You decide when a news item goes online. Even if you send the release to journalists immediately, you can set the newsroom publication for later. This embargo management lets you control the public moment.

The newsroom also makes your releases findable in search engines, including for AI tools. That means your newsroom page can be found by people who search for your organisation, and by AI assistants that look for company information. This is an extra reason to keep your newsroom updated with every release. For more on how to structure that release, see our guide on writing a press release for your newsroom.

Follow: how journalists stay in touch with your news

The newsroom includes a follow button for journalists. With one click, a journalist indicates that they want to follow your news. This is a simple way to build a relationship beyond the send list.

When you combine the two, followers are saved as your own contacts. The signup button places the journalist's data directly into the database. So a journalist who follows your newsroom becomes part of your database, ready for your next targeted send.

The follow button turns a passive newsroom into an active contact source. Instead of hoping a journalist returns to your site, you capture their interest and can reach them directly later.

Archive: how your newsroom becomes your press archive

Every release you send and publish lands in your newsroom. Over time, that becomes an archive of your press activity. A journalist who wants to see your last three announcements can visit one page instead of asking you for old releases.

The archive also helps you. You can check what you announced in a certain month, see which topics you covered, and reuse background information for new releases. The newsroom is not just a publication channel; it is your own press history. If you want to know what happens after a release, read about tracking media attention after a release.

What other tools do with press release and newsroom

PR-Dashboard is not the only platform that connects a press release to a newsroom. ANP Connect also combines a send with publication on its public press portal. Every ANP Connect release gets a fixed placement on the ANP Press Portal, so your release appears on that public portal as well.

Smart.pr lets you publish releases straight to a newsroom. Mynewsdesk Essential includes a newsroom for one market. These are different approaches to the same idea.

For a clear comparison, see the table below. It shows what each platform offers in terms of press release and newsroom connection. Before you commit, also check whether you need an online newsroom for organisations or something else.

How to decide: press release, newsroom, or both

You do not always need both. If you only send occasional announcements to a small group of journalists, a database alone may be enough. If you want a public page that people can visit, a newsroom adds value.

Start with the release. Write the story, choose your journalist list, and send. Then decide if you want that same story on a public page. With PR-Dashboard, the decision is easy because the tick is already there.

If you already have the newsroom, add the journalist database when you want to reach journalists directly. The two systems share one login and one workflow. The combination costs from 2,650 euros per year for De Perslijst and from 1,750 euros per year for PR-Newsroom.

What to ask a vendor before you buy

Before you choose a platform, ask these questions. First, how does the press release reach the newsroom? Is it automatic, or do you have to copy the text? Second, what happens to journalists who follow your newsroom? Are they saved as contacts, or do you lose them? Third, can you plan the publication moment?

Fourth, what does the price include? Some vendors quote a base price and add fees for extra users or markets. With PR-Dashboard, De Perslijst from 2,650 euros per year includes two logins, and PR-Newsroom starts at 1,750 euros per year.

Fifth, how does the newsroom perform in search? The newsroom makes releases findable in search engines, also for AI tools. Ask any vendor how their newsroom handles that.

What is the short version of the one tick workflow?

The one tick connection between the database and the newsroom removes double work, the follow button builds your contact list, and the automatic publication keeps your newsroom current.

You can start with the database alone and add the newsroom later, or run both from day one. The prices are clear, the login is shared, and the workflow is simple.