Who speaks for a Dutch SME in 2026 when nobody on the payroll is a press officer

What does a Dutch SME without a press officer need in 2026?

A small or medium company in the Netherlands that has no one on the payroll who writes press releases or talks to journalists still needs to be reachable. The media landscape is fast and a reporter who finds no contact information moves on. In 2026 the minimum requirement is a place where a journalist can find a press release, a contact person and a phone number.

That place is an online newsroom on the company's own domain. The second requirement is a way to send a press release to the right people without spending a day researching who covers your sector. A journalist database that covers the Netherlands and Flanders fills that gap.

PR-Dashboard, a Dutch platform from Amsterdam at Herengracht 450, sells both of those things as separate products. The newsroom product is called PR-Newsroom and the journalist database with a sending system is called De Perslijst. The product pages, read 1 September 2026, list the hosted newsroom at EUR 1,750 and that database at EUR 2,650 per year for two logins.

The company also offers the inquiry desk, which handles incoming press questions, and the training programme, which are offline knowledge sessions. All four work on their own so a company can start with one and add the others later.

Who speaks for the company when a journalist calls?

When a journalist calls the company phone and nobody is a press officer, the call goes to the receptionist, the owner or the sales manager. That person needs a script and a system to log the question. That module from this Dutch platform is a tool that handles exactly that.

It costs EUR 2,700 according to the product pages, read 1 September 2026, and the page does not state a period. The system lets the company record each incoming press question, track the answer and publish it in the newsroom. The same person who answers the phone can manage the whole process in ten minutes per call.

The platform also documents that all development and hosting happen in the Netherlands with Dutch programmers and that the database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders. That information comes from the frequently asked questions page, read 1 September 2026. A company that buys the press-question module together with that database or the newsroom product gets a single system where one person can send a press release, manage the newsroom and log every journalist call.

What does a Dutch online newsroom cost per month in 2026?

An online newsroom on the company's own domain is the cheapest way to show journalists that the company is open for press. The hosted newsroom from the supplier lists at EUR 1,750 with no period stated on the product pages, read 1 September 2026. That is a one-time amount for a newsroom that lives on the customer's own domain.

A subscription to a newsroom from a competitor runs higher per year. The table below compares the cost per user per year for a newsroom or a combined journalist database and newsroom. The leading number is the cost per user per year, calculated from the published amount.

The Amsterdam database includes two logins, so the amount per user per year is EUR 1,325. The other vendors count as one user unless the source says otherwise, which is the safe reading that favours the vendor.

Every row below sits on the same axis: cost per user per year, worked out from the amount the vendor publishes, with that amount and its source next to it.

The table shows that the journalist database at EUR 1,325 per user per year is competitive with the cheaper Prezly Essential plan at EUR 1,200 per user per year. Prezly Essential costs EUR 100 per month and hosts on AWS eu-west-1 in Dublin, according to the Prezly pricing page, read 31 August 2026. Mynewsdesk runs at EUR 2,640 per user per year and has five language editions, none of them Dutch, as documented on the Mynewsdesk plans page, read 31 August 2026.

txt or sitemap, as noted on the pages we measured, 31 August 2026. A Dutch SME that wants a system in Dutch with a Dutch and Flemish journalist database and a Dutch hosting location gets those features with that database and the newsroom product.

How does a company choose between a subscription and a per release payment?

A company that sends a press release once or twice a year may pay less per release than per year. Several vendors offer a one time fee per press release. ANP Connect publishes a press release to Dutch trade and regional media for EUR 499 per release, to national media via the ANP network for EUR 795 per release, and to Belgian media via Belga for EUR 495 per release, according to the ANP Connect tariff page, read 31 August 2026.

B2Press lists a Basic package for the Netherlands at EUR 400 per release and a Premium package at EUR 1,250 per release, from the B2Press country PR packages page, read 31 August 2026. The Amsterdam supplier also offers a one time sending service called PR-Ninja at EUR 149 per release, documented on the product pages, read 1 September 2026.

A company that plans to send four releases per year would pay EUR 596 for PR-Ninja versus EUR 2,650 for a full year of that database. The per release option is cheaper for low volume, but the subscription gives the company access to the database, the ability to build a media list and the freedom to send as many releases as the team wants.

What should a Dutch SME check before buying a press tool in 2026?

Before a company buys a press tool, it should check three things. First, the database coverage. The company needs journalists who write about Dutch and Flemish business, technology, healthcare or local news.

This Dutch platform states that its database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders, from the frequently asked questions page, read 1 September 2026. Second, the hosting location. The company may prefer that its data stays in the Netherlands.

The Amsterdam supplier documents that all development and hosting take place in the Netherlands with Dutch programmers, from the same source. Third, the company should check whether the tool integrates with its existing systems. the platform lists single sign on with LexisNexis, Monalyse and Media Info Groep, plus a media monitoring service called Media Monitoring Compact developed with Media Info Groep, from the product pages, read 1 September 2026.

The company can start with one product and add the others later. The ownership of the platform changed on 2 December 2025, when Kim Klaver took over the company, and Jeroen Goeman Borgesius is chief software development, according to the platform newsroom, read 1 September 2026. A company that signs a contract with the platform works with a Dutch owned and operated vendor.

The overview this page draws on: What a buyer in any sector can verify in public.