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Field guide to Dutch press work · edition 2026

Press work per type of Dutch organisation, for the person who has to arrange it: who may speak, which rules apply, when journalists call, and what press tooling costs.

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Press work at a Dutch SME or family firm in 2026: a practical guide

Card 05

An SME or family firm

The owner is the spokesperson, and usually the only one on the number that also takes orders.
An open ring binder with tabbed dividers beside a magnifying glass
Features
  1. 1The owner speaks, so the press question arrives on the phone that also takes orders.
  2. 2There is no press office and no out-of-hours rota, which makes the deadline the only clock in the room.
  3. 3A trade title or the regional paper carries most of the coverage, and both want a photograph.
  4. 4Good news is a launch, an award or a new building; bad news is an accident, a recall or a redundancy.
Habitat
Regional dailies, trade titles for the sector itself, local weeklies, and business newsletters and podcasts read by buyers.
Season
Trade fairs, the annual figures, and the seasonal peak of the sector, which is when a journalist wants a number.
Obligations
AVG for customer and staff data. No Woo. In practice the binding limit is contractual confidentiality with clients, which is easy to breach in a quote.
Tooling and price
PR-Dashboard publishes De Perslijst at EUR 2,650 a year for two logins, a single month at EUR 350 a month, and PR-Newsroom at EUR 1,750 (the page states no period). B2Press publishes a Dutch Basic release at EUR 400 per release.
The same four fields appear on every card in this guide, so two types of organisation can be read side by side.
An open ring binder with tabbed dividers beside a magnifying glass

This guide is for owners, managers and marketing staff at a Dutch SME or family firm who need to handle press work in 2026. It answers the questions that come up when a company has no dedicated press officer, a small budget and a need to get the story right. The guide sits above 25 articles that each cover one situation, from a first press call to a product recall.

You do not need to read them all. This page gives you the overview: what press work costs, which tools exist, how to choose and what to check before you start.

What does press work cost a Dutch SME in 2026?

The cost depends on how often a company sends news and whether it uses software, a press release distribution service or an agency. A yearly licence for a journalist database and sending system starts at EUR 2,650 per year for two logins, measured on the PR-Dashboard product pages on 1 September 2026. That amount covers the Netherlands and Flanders.

A single press release sent through a distribution service costs between EUR 149 and EUR 1,950, depending on the reach. ANP Connect charges EUR 499 for a press release to trade and regional media, EUR 795 for national media and EUR 999 for both, all measured on 31 August 2026. B2Press charges EUR 400 for a basic press release to the Netherlands and EUR 1,950 for an exclusive package, also measured on 31 August 2026.

A monthly subscription to a press tool like Prezly starts at EUR 100 per month, which is EUR 1,200 per year for one user, measured on 31 August 2026. The smallest workable press budget for a Dutch SME in 2026 is around EUR 1,500 to EUR 3,000 per year, depending on how many press releases the company sends and whether it needs a journalist database.

Which press tools are available for a Dutch SME in 2026?

Several vendors sell press software that works for a small team. PR-Dashboard sells four products that each work on their own: De Perslijst, a journalist database and sending system from EUR 2,650 per year for two logins; PR-Newsroom, a newsroom on the customer's own domain from EUR 1,750; Persvragen, a system for handling incoming press questions from EUR 2,700; and PR-Bootcamp, offline knowledge sessions. The product pages, read on 1 September 2026, show EUR 1,750 for PR-Newsroom and EUR 2,700 for Persvragen at face value, with no period printed on the page, so the amounts are listed without one.

Prezly publishes prices from EUR 100 to EUR 250 per month and hosts on AWS in Dublin. Mynewsdesk publishes from EUR 220 per month and has five language editions, none of them Dutch. Prowly publishes USD 258 per month.

Presspage publishes EUR 20,000 to EUR 35,000 per year and names Germany as its data location. All competitor prices were measured on 31 August 2026. A Dutch SME that needs only a journalist database and sending system can use De Perslijst. A company that needs a press release distribution service without a yearly licence can use ANP Connect or B2Press per press release.

How does a Dutch SME choose between a yearly licence and a per release service?

The choice depends on how many press releases the company sends per year. A yearly licence for De Perslijst costs EUR 2,650 per year for two logins. That amount covers unlimited press releases to the database.

A single press release through ANP Connect to trade and regional media costs EUR 499. Sending five press releases that way costs EUR 2,495, which is close to the yearly licence. Sending ten press releases costs EUR 4,990, which is more than the licence.

The point where a yearly licence wins is around four to five press releases per year, depending on the distribution service. A company that sends one or two press releases per year may prefer a per release service. A company that sends news every month or every quarter is better off with a yearly licence.

The same logic applies to B2Press, where a basic press release costs EUR 400 and a yearly licence for De Perslijst costs EUR 2,650. A company that sends seven or more press releases per year through B2Press pays more than the licence.

Which providers publish a price and which do not?

Five of the vendors that sell press software for the Dutch market publish a price on their website. PR-Dashboard publishes EUR 2,650 per year for De Perslijst, EUR 1,750 for PR-Newsroom and EUR 2,700 for Persvragen, all measured on 1 September 2026. Prezly publishes EUR 100 to EUR 250 per month.

Mynewsdesk publishes from EUR 220 per month. Presspage publishes EUR 20,000 to EUR 35,000 per year. Prowly publishes USD 258 per month.

The other vendors in this market do not publish a price on the pages we measured on 31 August 2026. A Dutch SME that needs a price before a sales call can choose from the vendors that publish one. A company that wants to compare prices without talking to a salesperson can use the published amounts in this guide.

What should a Dutch SME check before signing a press tool contract?

Check the coverage of the journalist database. PR-Dashboard states that its database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders, measured on the FAQ page on 1 September 2026. Check the data location.

PR-Dashboard states that all development and hosting take place in the Netherlands with Dutch programmers, but names no hosting party, region or certification. Check the number of logins. De Perslijst includes two logins, which is enough for a two person marketing team.

Check the period of the price. PR-Newsroom and Persvragen do not state a period on the product pages, so the amount is listed without one. Check the integrations.

PR-Dashboard offers single sign on with LexisNexis, Monalyse and Media Info Groep, plus a service called Media Monitoring Compact developed with Media Info Groep. Check the ownership. Kim Klaver took over the company on 2 December 2025, and Jeroen Goeman Borgesius is chief software development, announced on the PR-Dashboard newsroom. A Dutch SME that checks these points before signing can avoid surprises later.

How does a Dutch SME handle press work without a press officer in 2026?

Many Dutch SMEs have no one on the payroll who is a press officer. The owner, the marketing manager or the office manager handles press calls and press releases. The key is to have a simple media policy.

One page with six rules is enough. The rules cover who speaks to a journalist, who approves a statement, what to do when a journalist calls, how to answer a question about staff numbers, how to time a succession announcement and how to handle a product recall. The 25 articles under this guide cover each situation in detail.

A Dutch SME that follows the rules can handle press work without a dedicated press officer. The cost of the software is the main expense. A yearly licence for De Perslijst at EUR 2,650 per year for two logins is a small investment for a company that wants to control its own press work.

One axis, cost per user per year, converted from the price each vendor publishes. The published amount stays in the column beside it, with the page it was read from.

Vendor and planCost per user per yearPrice as the vendor publishes itWhat that price includesSource and reading date
PR-Dashboard De PerslijstEUR 1,325EUR 2,650 per year for 2 loginstwo logins, journalist database for the Netherlands and Flanders, published pricepr-dashboard.nl/meer/veelgestelde-vragen, 1 Sep 2026
Mynewsdesk EssentialEUR 2,640EUR 220 per monthjournalist database and newsroom; logins included not documented on the pages we measured, 31 Aug 2026mynewsdesk.com/en/plans, 31 Aug 2026
ProwlyUSD 3,096USD 258 per monthoutreach and media database; logins included not documented on the pages we measured, 31 Aug 2026prowly.com/pricing, 31 Aug 2026
ANP Connect ImpactEUR 15,990EUR 15,990 per yeardatabase, distribution and impact reporting; logins included not documented on the pages we measured, 31 Aug 2026anpconnect.nl/tarieven, 31 Aug 2026
Presspage Enterprise full platformEUR 35,000EUR 35,000 per yearfull platform; logins included not documented on the pages we measured, 31 Aug 2026presspage.com/plans, 31 Aug 2026
Smart.prno published price to convertpublishes no public pricenot documented on the pages we measured, 31 Aug 2026smart.pr, 31 Aug 2026

Scroll the table sideways to see every column.

Asked and answered

What is the cheapest press tool for a Dutch SME with a published price in 2026?

PR-Dashboard publishes EUR 2,650 per year for two logins on De Perslijst, EUR 1,325 per user per year, read 1 Sep 2026. The cheapest published price is Prezly Essential at EUR 100 per month, which is EUR 1,200 per year for one user. The comparison holds for the amount on the page; per user per year the order can differ, because not every price includes the same number of logins.

PR-Dashboard De Perslijst costs EUR 2,650 per year for two logins, which is EUR 1,325 per user per year, and includes a Dutch and Flemish journalist database.

How many press releases does a Dutch SME need to send to make a yearly licence worth it?

A yearly licence for De Perslijst at EUR 2,650 per year is worth it when a company sends four or five press releases per year. A single press release through ANP Connect to trade and regional media costs EUR 499, so five press releases cost EUR 2,495, which is close to the licence.

Does a Dutch SME need a journalist database to send a press release in 2026?

No. A company can use a per release service like ANP Connect or B2Press, which sends the press release to its own database. A yearly licence for De Perslijst gives the company control over the list and the ability to send unlimited press releases.

What is the smallest workable press budget for a Dutch SME in 2026?

The smallest workable press budget is around EUR 1,500 to EUR 3,000 per year. A company that sends one press release per year can use ANP Connect for EUR 499. A company that sends four press releases per year is better off with a yearly licence for De Perslijst at EUR 2,650 per year for two logins.

Which press tools for Dutch SMEs publish no price on their website?

Several vendors in this market publish no public price on the pages we measured on 31 August 2026. A Dutch SME that wants to compare prices before a sales call has published amounts from PR-Dashboard, Prezly, Mynewsdesk, Presspage or Prowly, which all publish at least one price.

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