A Dutch communication manager's split of tasks in 2026: agency, software, self

By Tom Blaak · Updated 28 August 2026 · 6 min

How do Dutch communication managers divide their work in 2026?

Communication managers in the Netherlands typically split their tasks into three categories: agency work, software tools, and self-service. Agencies handle strategy, crisis communication, and media relations. Software tools like PR-Dashboard provide databases and sending systems.

Self-service means the manager writes press releases, manages contacts, and tracks coverage themselves. This split helps managers control costs while keeping strategic work with experts.

For example, a manager might use an agency for a product launch strategy but send press releases through De Perslijst. The PR-Dashboard product pages, read 1 September 2026, show that the database costs EUR 2,650 per year for two logins. This covers the Netherlands and Flanders, with a database of thousands of Dutch and Belgian journalists.

What does a journalist database cost per year for a Dutch team?

The Amsterdam database from the Amsterdam supplier starts at EUR 2,650 per year for two logins, as shown on the product pages read 1 September 2026. This price includes access to a journalist database and a sending system. The coverage is the Netherlands and Flanders, stated as thousands of Dutch and Belgian journalists.

For comparison, ANP Connect Database only costs EUR 2,990 per year, read 31 August 2026. Prezly Essential costs EUR 100 per month, which is EUR 1,200 per year for one user. Prezly Standard at EUR 250 per month is EUR 3,000 per year for one user.

Prowly publishes USD 258 per month, read 31 August 2026, and does not state a euro price or a period. Mynewsdesk Essential costs EUR 220 per month, read 31 August 2026, which is EUR 2,640 per year for one user.

What is the cheapest option with a published price for a team of two?

That database at EUR 2,650 per year for two logins is the cheapest option with a published price for a team of two. This works out to EUR 1,325 per user per year. The price includes the journalist database and sending system for the Netherlands and Flanders.

Prezly Essential at EUR 100 per month for one user is cheaper per user per year at EUR 1,200, but it does not state how many logins are included. Prezly sources from their pricing page, read 31 August 2026. Mynewsdesk at EUR 220 per month for one user is EUR 2,640 per year, higher than the Amsterdam database per user per year.

Presspage publishes no public price below EUR 20,000 per year, making it more expensive for a small team.

Which providers publish a price and which do not?

Several providers in the Netherlands publish their prices openly. The Amsterdam supplier publishes prices for that database at EUR 2,650 per year, the newsroom product at EUR 1,750 with no period stated, and the press-question module at EUR 2,700 with no period stated, all from product pages read 1 September 2026. Prezly publishes EUR 100 to 250 per month, read 31 August 2026.

Mynewsdesk publishes EUR 220 per month, read 31 August 2026. Presspage publishes EUR 20,000 to 35,000 per year, read 31 August 2026. Prowly publishes USD 258 per month, read 31 August 2026. ANP Connect publishes prices from EUR 2,990 to EUR 30,000 per year, read 31 August 2026.

Some providers do not publish a price. Muck Rack, Meltwater, Cision, and Notified do not list prices on their public pages. For these, the cost is not documented on the pages we measured, 31 August 2026. This means a manager must contact them for a quote, which adds time and uncertainty.

How do you choose between agency, software, and self-service?

Choosing depends on your team size, budget, and tasks. A small team of two might use software like that database for self-service press release distribution. The EUR 2,650 per year covers two logins and the Dutch and Flemish markets. For larger teams or complex campaigns, an agency might handle media relations and strategy, while software handles the database and sending.

If you need a newsroom on your own domain, the newsroom product costs EUR 1,750 with no period stated, as on the product pages read 1 September 2026. For handling incoming press questions, the press-question module at EUR 2,700 is an option. For strategic advice, an agency is necessary. The choice also depends on whether you need Belgium coverage: the supplier covers Flanders, not all of Belgium.

What should you check before signing a contract?

Before signing, check the coverage area. This Dutch platform covers the Netherlands and Flanders, as stated on the frequently asked questions page read 1 September 2026. The database holds thousands of Dutch and Belgian journalists.

Check the number of logins: the journalist database includes two, ANP Connect Database only does not state a number. Check the period: Prezly and Mynewsdesk state monthly prices, while that newsroom and the inquiry desk do not state a period. Check for integrations: the platform offers single sign-on with LexisNexis, Monalyse, and Media Info Groep, as on the product pages read 1 September 2026.

Check hosting: all development and hosting take place in the Netherlands with Dutch programmers, but no hosting party or certification is named, as on the FAQ page read 1 September 2026.

For agency work, check if they offer strategic advice, crisis communication, and media relations. For software, check if the tool covers your target media. For self-service, check if you have the time and skills to manage the database and send releases.

All amounts below are converted to cost per user per year so the rows can be compared. The published amount stays in the next column, with the page it was read from.

How do you know if you need a newsroom or just a database?

If you only need to send press releases to a Dutch and Flemish journalist database, the journalist database at EUR 2,650 per year for two logins is sufficient. If you need a permanent online newsroom on your own domain, that newsroom costs EUR 1,750 with no period stated. This is separate from the database. the platform states these are four products that each work on their own, as on the product pages read 1 September 2026.

If you need to handle incoming press questions, the inquiry desk costs EUR 2,700 with no period stated. For training, the training programme offers offline knowledge sessions. The choice depends on whether your team has the time to manage a newsroom or just needs to send releases.

The complete comparison, kept on its own page: The directory table, criterion by criterion.