
Via Ritzau
Via Ritzau is the Danish national news agency's press release distribution platform, pairing a media database of 8,000+ Danish journalists with an AI assistant that drafts headlines, keywords, image alt text and Nordic translations.
What is Via Ritzau?
Via Ritzau is the press release distribution platform of Ritzaus Bureau A/S, Denmark's national news agency. Organisations use it to write, target and send three kinds of announcement: ordinary press releases (pressemeddelelser), company announcements (selskabsmeddelelser, with filing to the Danish OAM) and public authority announcements (myndighedsmeddelelser). You can draft directly in the platform, upload a Word document that the system lays out for you, and attach images, reports or other material.
The AI here is an assistant inside the editor, not an autonomous writer. Wherever a field carries the AI logo, the AI Assistent can be called on for six documented tasks: proposing a headline (overskrift) from the body text, proposing a standfirst (underrubrik), producing a fresh version of the body text (hovedtekst), suggesting keywords (søgeord), generating image alt text from the picture and its caption, and translating the release field by field into another language version — English, Norwegian, Swedish or Finnish. At every step you can accept the suggestion, stop, or ask for a new one. An optional article quality score rates the release from 0 to 10, both before and after sending.
Distribution runs on two rails. Releases go out by email to Ritzau's own media lists — more than 8,000 Danish journalists and editors, filterable by topic and by geography — and, as a paid option, onto Ritzau's news wire, which drops the release straight into the planning systems of newsrooms across Denmark and reaches up to 10,000 news users. Every sender also gets an SEO-optimised newsroom that can be embedded on its own website or pulled in through a public GET API. Nordic distribution and international distribution to around thirty territories are further paid options.
Two limits shape daily use. Each release is reviewed and approved by Ritzau customer service during opening hours before it goes out, but that review only checks compliance with the terms: Ritzau does not correct spelling, grammar or layout. And the centre of gravity is Danish — interface, help centre and natural reach alike. Named senders include Ørsted, several ministries, Sikkerhedsstyrelsen, TV 2 Danmark and the universities of Copenhagen, Aarhus and Aalborg.
What it does
- Send a press release to Danish newsrooms in a few minutes
- Have the AI assistant rewrite the headline, the standfirst and the body text
- Translate a release into four Nordic languages plus English inside the system
- Target journalists by topic and geography across a database of 8,000+ media contacts
- Publish an SEO-optimised newsroom and pull it onto your own website through the API
- Measure the effect: open rates, digital displays and an article quality score
When to use Via Ritzau / When not to
A quick filter to help you decide if Via Ritzau is the right fit.
When to use Via Ritzau
- Communications and press teams at Danish companies, institutions and local authorities that need to reach national newsrooms
- Danish public bodies — ministries, municipalities and agencies — which get a dedicated public authority announcement format
- Listed companies that have to publish company announcements and file them with the Danish OAM
- Organisations that publish the same announcement in several Nordic languages and want the translation done in the editor
- Occasional senders who would rather buy a single distribution than commit to a subscription
When not to use Via Ritzau
- Teams chasing coverage outside the Nordics on a flat budget: international distribution is a paid option on top
- Tight budgets, since there is no free plan on the sending side — entry is DKK 3,900 per release or DKK 2,800 per month
- Anyone who needs to publish outside Danish office hours: Ritzau approves releases on weekdays between 9:00 and 15:30, with weekends closed
- Promotional content: releases must carry neither prices nor open or disguised advertising that pushes a purchase, and can be refused
- Writers expecting an editorial proofread or hands-off content generation — Ritzau checks compliance, not spelling or grammar, and the AI only proposes what a human must approve
How to use Via Ritzau
A typical end-to-end flow, from setup to results.
- Create an account on via.ritzau.dk, or take out a subscription through the sales team
- Write the release in the platform, or upload a Word document that the system formats for you
- Attach images, reports or any other supporting material
- Call the AI Assistent on the marked fields: headline, standfirst, body text, keywords and image alt text
- Pick recipients from the media database by topic and geography, or import your own contact list
- Check the article quality score from 0 to 10 and adjust if needed, for example by adding a lead image or keywords
- Create a language version and let the AI Assistent translate it field by field
- Choose the distribution: email, plus the Ritzau news wire, Nordic or international reach as paid options
- Send the release — Ritzau reviews and approves it during opening hours before it goes out, and duplicate addresses are removed so nobody is emailed twice
- Follow the statistics afterwards: open rate, digital displays, page views and article quality
Pros & Cons
Pros
- Distribution is plugged into the national news agency's own wire, so releases can land in Danish newsroom planning systems rather than in inboxes alone
- The media contact database is maintained by the agency itself, which keeps recipients relevant
- The AI assistant covers six writing tasks and leaves the user in control at every step: accept, stop or ask for another suggestion
- Translation into the four Nordic languages plus English happens inside the system, not in a separate tool
- An article quality score from 0 to 10 flags weaknesses before the release goes out
- Ritzau approves every release before distribution, which works as a credibility filter for recipients
- A single release can be bought outright, with no subscription and no commitment
Cons
- The entry price is high and not very granular: DKK 3,900 for one release
- The DKK 2,800 per month subscription covers email distribution only; the news wire is a separate purchase, at DKK 2,300 as a one-off or on quotation
- The third offer, wire distribution on subscription, carries no public price at all
- An extra DKK 1,600 per send applies if you ask Ritzau to key the release in for you
- Natural reach stops at Denmark: Nordic and international distribution are paid options
- Nothing goes out on demand — distribution depends on Ritzau's approval and its opening hours
- Nothing is published about where data is hosted, which subprocessors are used, or whether customer content trains AI models, and the product documentation and interface are largely in Danish
Pricing & Plans
There is no free plan on the sending side. The lowest recurring price point is DKK 2,800 per month, excluding VAT, for an unlimited number of press releases distributed by email; alternatively, a single release can be bought outright for DKK 3,900 excluding VAT. Distribution on Ritzau's news wire is charged separately, at DKK 2,300 excluding VAT as a one-off, while wire distribution on subscription is quoted on request. Having Ritzau key in the release costs a further DKK 1,600 per send. Nordic and international distribution are not publicly priced. No free trial is advertised; a booked demo is offered instead. Receiving press releases, by contrast, is free and open to anyone.
- one-off distribution with full access to the 8
- 000+ contact media database
- recipient targeting
- Word upload and attachments
- an unlimited number of press releases by email
- the Danish newsroom database
- ready-made lists
- import of your own contacts and statistics
- distribution directly into the planning systems of newsrooms across Denmark
- plus a dedicated newsroom that can be embedded on the customer's own website
- Add-on
- one-off distribution on the Ritzau news wire — DKK 2
- 300 excluding VAT
- Add-on
- Nordic and international distribution — price not published
- Surcharge
- release keyed in by Ritzau instead of the customer — DKK 1
- 600 per send
- within opening hours
Data, GDPR & hosting
A consolidated view of how Via Ritzau handles your data.
GDPR overview
Implementation is concrete and documented. The cookie and privacy policy, version 1 dated 23 October 2025, is written under the GDPR (EU) 2016/679 and the Danish Data Protection Act (lov nr. 502 of 23 May 2018), and the product page claims the platform is 100% GDPR compliant. Rights are listed in full: access, rectification, erasure, restriction, objection to legitimate-interest processing, withdrawal of consent and portability, with gdpr@ritzau.dk as the contact point and Datatilsynet named as the supervisory authority for complaints. Transfers outside the EU/EEA are covered by the European Commission's standard contractual clauses, an adequacy decision or Article 49(1), and a data processing agreement is concluded wherever the law requires one. As the controller is established in Denmark, no Article 27 representative applies. One gap: the policy lists five covered Ritzau sites and does not name via.ritzau.dk.
Who owns the data?
The terms put content squarely on the customer: you carry full responsibility for the release you submit, including that all information is correct and rights to text, images and other material are cleared. Ritzau disclaims liability for errors, omissions and legal consequences of what it distributes, and the public portal states permanently that releases are relayed for third parties, who should be contacted about their content. The media contact database works the other way round: it stays Ritzau's property, usable only to select recipients — copying information out of it can bring exclusion, damages and legal action. Ritzau acts sometimes as controller, sometimes as processor when it makes its platforms available to customers.
Reuse rights
Reuse is asymmetric. You may use the media database to pick recipients, but you may not copy information out of it, so those contacts cannot be reused elsewhere without permission. On its own side, Ritzau states that it processes names, phone numbers, email and postal addresses, job titles and employers, unique identifiers and device data, IP addresses, browsing history and documents uploaded with a job application. The declared purposes are account and subscription management, communication with partners and suppliers, customer service, recruitment, optimisation of its sites and platforms, developing the customer relationship, statistics and analysis, satisfaction surveys, newsletters and marketing on consent, distributing content on social media and complying with the law. The legal bases cited are GDPR Article 6(1)(b), (c), (f) and (a). Sensitive data is not processed in principle, unless a user supplies it themselves. Cookies fall into necessary, statistical, preference and marketing categories, the last only on explicit consent, and Ritzau states that marketing cookies serve neither the resale of data nor the building of individual cross-platform profiles. IT subprocessors are used for operation and support but none is named. Nowhere on the site is there any statement about customer content being used to train AI models, and no opt-out is documented.
Data retention & training
Hosting summary
No hosting jurisdiction is declared. Neither the privacy policy, nor the terms of business, nor any product page states in which country or region customer data is stored. The nearest statement is that transfers outside the EU/EEA may occur when third-party services are used, framed by the European Commission's standard contractual clauses, an adequacy decision or Article 49(1); the policy also notes that subprocessors may provide support from outside the EU even when the data itself stays inside it. No named list of subprocessors is published, and no security certification — ISO 27001, SOC 2 or ISAE — is claimed anywhere. One technical observation, not a publisher statement: the via.ritzau.dk site resolves to 52.222.136.88, an Amazon address (AS16509) geolocated in Ashburn, United States. That is where the public portal is served from and says nothing about where customer data or press release content is stored. Anyone with hosting requirements should ask Ritzau directly and have the answer written into the data processing agreement.
Things to keep in mind
Risks and trade-offs to weigh before adopting Via Ritzau.
- The AI assistant can misread the source text — Ritzau's own help pages warn that a proposed translation must be read carefully before it is accepted, and a press release that has gone out to newsrooms cannot be recalled
- No AI model provider is named anywhere, so you cannot know which technology processes your draft or where that text is handled
- Nothing is published about whether customer content is used to train models, and no opt-out is documented: that is silence, not a guarantee
- Leaning on the assistant for headlines, keywords and body text can quietly erode the in-house writing craft that makes a release distinctive; every suggestion still needs an editor's judgement
- You own both the content and the liability: Ritzau does not proofread, and disclaims responsibility for errors, omissions and legal consequences in the material it distributes
- The media database is Ritzau's property, and copying contacts out of it exposes you to exclusion, damages and legal action
- Small governance signals worth weighing: the privacy policy names five covered Ritzau sites but not via.ritzau.dk, calls the publisher both Ritzaus Bureau A/S and Ritzau A/S, and still carries two unreplaced placeholder links
Setup & Integrations
Technical difficulty
Low for everyday use. Nothing to install: it is a browser application you reach after creating an account, and buyers of a single release can self-register on via.ritzau.dk. Ritzau calls the editor easy and intuitive, and its introduction video says sending a release should take under three minutes; a Word file can be uploaded and the system handles the layout. A public help centre offers video guides, mostly in Danish. The one genuinely technical step is wiring the newsroom into your own site through the GET API, which needs a developer. Subscriptions and wire access go through sales, not self-service.
Deployment
Integrations
Supported languages
Behind Via Ritzau
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What is Via Ritzau?
What exactly does the AI do?
Which languages can the AI translate into?
How much does it cost?
Is there a free plan?
Is there an API?
How many media contacts does the database hold?
Is my release published immediately?
Does Ritzau correct my text?
Is my content used to train AI models?
Should you pick Via Ritzau?
Via Ritzau is a tool with a narrow geography, and that is precisely its point. Its value lies in being wired into the news feed of Denmark's national press agency — an integration no foreign competitor can replicate — and in a media contact database the agency maintains itself. If your audience is Danish newsrooms, ministries or universities, there is very little to compare it with.
The AI, on the other hand, is a convenience rather than the product. The AI Assistent helps with six writing tasks — headline, standfirst, body text, keywords, alt text and translation — always with a human accepting or rejecting each suggestion. It is genuinely useful, particularly the in-system translation into the four Nordic languages plus English, but it is not what makes the tool. Anyone shopping for an AI writing platform should look elsewhere; anyone shopping for Danish media distribution will find the AI a welcome extra.
Two reservations deserve weight. First, opacity: no model provider is named anywhere, nothing is published about where data is hosted or which subprocessors are used, and the question of whether customer content trains AI models is never addressed in either direction. Second, pricing: DKK 3,900 for a single release or DKK 2,800 a month is a high, fragmented entry point, and the floor price covers email distribution only — the news wire, Nordic reach and international reach are all separate purchases, and one tier has no public price at all.
Set against that is institutional solidity. Ritzau has been a news agency since 1866, has been owned by Danish newspapers since 1947 and by ten media houses today, and counts ministries, agencies and universities among its senders. For Danish communications teams, that combination of reach and credibility is the argument; the AI is the bonus.
- Choosing a selection results in a full page refresh.
- Opens in a new window.