For years, Amsterdam has been the hub for communication and PR activities in the Netherlands. Behind every captivating story and successful campaign lies a carefully orchestrated collaboration between specialized PR agencies and influential media. In this blog, we provide a clear overview of both pillars of the Amsterdam PR landscape on the map. This way, you’ll immediately know where to go for your PR activities. Courtesy of Presscloud.
PR Agencies
It's fair to say that the Dutch Public Relations (PR) industry reaches its pinnacle in Amsterdam. This statement is not made lightly. Research by BoldData shows that of the 15,218 PR agencies in the Netherlands, no less than 32% are located in Amsterdam. This makes the capital the absolute leader, followed by The Hague with 20% of the PR agencies.
In Amsterdam, you’ll find a broad spectrum of PR agencies, each with its own focus and approach. Whether you're a tech startup, a B2B organization, or a lifestyle brand, there’s always an agency that aligns with your objectives and tone of voice. A few leading players include:
NewsLab: from content creation to storytelling. NewsLab helps brands present each story clearly and engagingly, with attention for both journalists and digital channels.
Brand Potential: an agency offering brand research, strategy, design, and PR under the motto 'influence by design'. Since May 2025, a merger of Coopr and Brand Potential Benelux.
ACE | PR: specialized in corporate and consumer PR. Since 2025, it’s the overarching name of several PR agencies, such as Glasnost, Fitzgerald, and Blauw Gras.
Presscloud: not an agency, but a PR platform. With Presscloud, you conduct PR in-house through smart tools. In Presscloud’s environment, you can manage all PR activities: from generating press releases and press lists to distribution and monitoring.
Media
That Amsterdam is also the city with the most media institutions in the Netherlands is an understatement. According to BoldData, almost one in three of all 83,834 media institutions are located in North Holland, particularly in Amsterdam. For comparison: around 150 media companies are housed in Hilversum, the traditional Dutch media space at the Media Park.
The expressions of PR are mainly visible on TV, online media, and in newspapers found in stores like Bruna, Primera, and kiosks. They are everywhere. However, the initial thinking and design work is done in the headquarters of major media. Here’s how it works: both general and specific editorial teams and journalists receive countless press releases daily from companies or intermediaries like Presscloud. They then decide whether it’s interesting enough for their readers. These interests vary by medium:
De Telegraaf: the largest national newspaper, focusing on news with broad social and commercial impact.
De Volkskrant: quality press with extensive background stories and opinions. De Volkskrant reaches a critical and engaged readership.
Het Parool: city press with special attention to Amsterdam news, culture, and events. Ideal for activating a local audience.
AT5: local broadcaster and news platform, informing Amsterdammers through image, sound, and online. Essential for visibility at the city level.
Missing anything?
It may happen that you look at the map and think: “Hey, but that agency is missing!” or “There are many more prominent media institutions.” That’s possible, especially if you take another look at the aforementioned numbers. But rather than doing all that ourselves, we gladly invite you! Let us know in the comments of this post which parties we’re missing, and we’ll add them straight onto the map!
