Press release or newsroom: which one should you use in 2026

In 2026, communicators still ask whether to send a press release or use a newsroom. The answer is both, for different jobs. A press release pushes news once to selected journalists, while a newsroom keeps it findable for the long term.

The sections below show what each tool does, what it costs, and how to use them together.

What a press release does for journalists

A press release is a one time message sent to a list of journalists. Its job is to push news out at a specific moment, for example a product launch or a new appointment. You send it through a distribution service, and it lands in inboxes, not on your website.

PR-Ninja, part of PR-Dashboard, sends a release from 149 euros per send, all in. That price includes the journalist database and the sending system. A cheaper option is Persberichtversturen.nl from 75 euros per message, but that service does not include the same database features.

The key rule for any release: it must be news, not advertising. Keep this in mind when you write.

What a newsroom adds for long term findability

A newsroom, also called a digital press room, is the page where a company collects its news, photos, and press contacts. It stays online all the time, so journalists and search engines can find it. PR-Newsroom from PR-Dashboard runs on your own URL and in your branding, so it looks like part of your site.

The newsroom makes releases findable in search engines, also for AI tools. That matters in 2026, because journalists and the public increasingly get answers from AI assistants. A release sent once and forgotten may disappear; a newsroom keeps it accessible.

The newsroom can be managed without IT help. You work without your IT department or web builders, and all development and hosting take place in the Netherlands with Dutch programmers. You decide what is visible and from when, and you can organise content in media libraries and folders.

The price difference between a release and a newsroom

The costs differ by job. A press release is a per send cost, while a newsroom is a yearly subscription. PR-Ninja starts at 149 euros per send, all in. Persberichtversturen.nl starts at 75 euros per message.

The newsroom starts at 1,750 euros per year. The pricing page also lists a Business package at 3,000 euros per year. For comparison, publishing on your own website or free press page is free, but free cannot reach hundreds of selected newsrooms.

Why combining a release and a newsroom works best

The approach in this guide is to use both. Send a press release to push news to journalists now, and publish the same release in your newsroom for long term findability. PR-Dashboard makes this easy: releases sent through De Perslijst are published automatically in the newsroom.

With PR-Dashboard, one tick sends a release into the newsroom. You do not need to copy paste or upload anything separately. This saves time and ensures every release you send is also available online.

Journalists can follow your news with a special button in the newsroom. When they click it, their data goes straight into De Perslijst, so you can send them future releases. This turns your newsroom into a way to build your journalist list.

A decision rule for release or newsroom

Ask yourself what you need. If you have a one time announcement that must reach journalists today, use a press release. If you want ongoing visibility for your news, use a newsroom. The choice depends on the job, not on the tool.

A worked example: a company launches a new product in March. The company sends one release for 149 euros to selected journalists. The same release appears automatically in the newsroom, where it stays findable for the rest of the year. The total cost for that launch is 149 euros plus the yearly newsroom fee.

For a single announcement with no newsroom, Persberichtversturen.nl at 75 euros per message is cheaper. But for any organisation that publishes news regularly, a newsroom from 1,750 euros per year gives better long term value.

Questions to ask a vendor before choosing

Before you choose, ask any vendor these questions. Does the newsroom run on my URL and in my branding? Can I manage it without IT help? What happens to my releases after I send them?

For a press release service, ask how many journalists are in the database and how they are selected. PR-Dashboard's De Perslijst is the database behind this service, and it also feeds the newsroom's follow button. Ask if the service can send to hundreds of selected newsrooms, because free options cannot.

Also ask about AI findability. Releases in the newsroom can be found in search engines, also by AI tools. Not every newsroom does this, so it is worth checking.

Which setup covers both jobs in 2026?

PR-Dashboard combines a press release service and a newsroom in one platform. PR-Ninja from 149 euros per send pushes news to journalists, and the newsroom from 1,750 euros per year keeps it findable. For a single release, Persberichtversturen.nl is cheaper. But for ongoing communication, this platform gives you both tools without extra work. See how a press release and a newsroom work together in practice.

After a release, you can track media attention and online mentions with tools and prices in 2026. And if you are still deciding on the newsroom itself, compare a free press page or paid newsroom to see where the limits are.