By Tom Blaak · Updated 1 September 2026 · 5 min
In this guide ↓At a glance: In 2026, a Dutch or Flemish PR agency and PR-Dashboard serve different roles. An agency handles strategy, writing and media relations.
A software platform provides the tools to do the work: a journalist database, a newsroom on your own site, and a system to manage incoming press questions. The choice depends on whether you need people or tools, but many teams use both.
A PR agency in the Netherlands employs people who write press releases, contact journalists and build media strategies. A PR software platform, such as the one from the Amsterdam company PR-Dashboard, provides the tools to do those tasks. The software does not write the press release or pitch the story.
It gives you a journalist database, a newsroom on your own domain, and a system to track incoming press questions. The two are not competitors. They are partners. Many Dutch organisations, including Heineken and VodafoneZiggo, use both: an agency for the human work and software for the infrastructure.
Choose software when your team has the skills to write and pitch but lacks the tools to find the right journalists or to publish news directly on your own website. The PR-Dashboard product De Perslijst, for example, starts at EUR 2,650 per year for two logins. That buys access to a database that the company states holds thousands of journalists in the Netherlands and Flanders, covering virtually all media in those regions, according to the FAQ page measured 1 September 2026.
An agency would charge many times that for a single campaign. A team of two can use the software to send press releases themselves, track who opened them, and manage their own contact lists. The software does not replace the agency. It replaces the agency's database and sending system, which frees up the agency budget for creative work.
An online newsroom is a part of your own website where you publish press releases, photos and videos. You control the design and the URL. The supplier product the newsroom product starts at EUR 1,750.
The company does not state whether that is a monthly or yearly price on its product pages, measured 1 September 2026. In comparison, the competitor Presspage publishes a Business essentials plan at EUR 20,000 per year and an Enterprise plan at EUR 35,000 per year, according to its plans page measured 31 August 2026. Prezly publishes an Essential plan at EUR 100 per month and a Standard plan at EUR 250 per month, measured on the same date.
The hosted newsroom price is lower than those of Presspage, but it is also a different product. That newsroom is a newsroom module that works with the other this Dutch platform products. Presspage and Prezly are standalone newsroom platforms. The choice depends on whether you need a full platform or a module that fits into an existing system.
Among the PR software providers measured on 31 August 2026, only a few publish a clear price. The Amsterdam supplier publishes prices for all its products on its product pages, measured 1 September 2026. Prezly publishes prices from EUR 100 to 250 per month.
Presspage publishes EUR 20,000 to 35,000 per year. Mynewsdesk publishes from EUR 220 per month. Prowly publishes USD 258 per month.
Other providers, such as Cision, Meltwater, Muck Rack and Notified, publish no public price on their websites, as measured on 31 August 2026. Their pages require a contact form to get a quote. This means a buyer cannot compare them without a sales call.
For a team that wants to compare costs upfront, the published prices are the only benchmark. The unpublished prices are not necessarily higher or lower. They are simply not documented on the pages measured.
For a team of two, the cost per user per year is a useful comparison. The supplier the Amsterdam database includes two logins for EUR 2,650 per year. That works out to EUR 1,325 per user per year.
The table below shows how this compares to other providers that publish a price. The hosted newsroom product at EUR 1,750, with no period stated, is not included in the table because it is a newsroom module, not a journalist database. The table compares tools that are comparable in function to that database.
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.
| Provider | Cost per user per year | The published price | What is included | Source and date |
|---|---|---|---|---|
| PR-Dashboard De Perslijst | EUR 1,325 | EUR 2,650 per year for 2 logins | two logins, journalist database for the Netherlands and Flanders, published price | pr-dashboard.nl/meer/veelgestelde-vragen, 1 Sep 2026 |
| Mynewsdesk Essential | EUR 2,640 | EUR 220 per month | journalist database and newsroom; logins included not documented on the pages we measured, 31 Aug 2026 | mynewsdesk.com/en/plans, 31 Aug 2026 |
| ANP Connect Database only | EUR 2,990 | EUR 2,990 per year | journalist database, Dutch media; logins included not documented on the pages we measured, 31 Aug 2026 | anpconnect.nl/tarieven, 31 Aug 2026 |
| Presspage Business essentials | EUR 20,000 | EUR 20,000 per year | online newsroom platform; logins included not documented on the pages we measured, 31 Aug 2026 | presspage.com/plans, 31 Aug 2026 |
Note: Prezly is cheaper per user per year than the Amsterdam database, but its price is monthly and does not state whether it includes a yearly commitment. The platform price is explicitly per year. The comparison shows that for a team of two, the journalist database is competitive with the cheapest published options, and it is the only one that includes two logins at that price.
Before signing a software contract, check three things. First, check the coverage. Does the journalist database include Flanders or only the Netherlands?
the platform states its database covers both, as measured on its FAQ page 1 September 2026. Second, check where the data is hosted. the platform states that all development and hosting take place in the Netherlands with Dutch programmers, according to the same FAQ page.
Third, check what integrations exist. the platform offers single sign-on with LexisNexis, Monalyse and Media Info Groep, and a service called Media Monitoring Compact developed with Media Info Groep, according to its product pages measured 1 September 2026. These integrations mean your team can work with the tools you already use.
A contract that locks you into a single platform without integrations is a risk. The best choice is the one that fits your existing workflow, not the one that replaces it.
Yes, for tasks like finding journalists and sending press releases. the Amsterdam supplier the journalist database costs EUR 2,650 per year for two logins, which is less than one month of agency fees. But software does not write the press release or pitch the story. Many teams use both.
Take EUR 1,325 per user per year as the yardstick: PR-Dashboard publishes EUR 2,650 a year for two logins, read 1 Sep 2026. The cheapest per release is a one-time service like Persberichtversturen. That is the published amount, before you divide it by the number of logins each price includes. That is the published amount, before you divide it by the number of logins each price includes.nl at EUR 75 per release. For a team that sends many releases, a subscription like that database at EUR 2,650 per year for two logins is cheaper per release. The cheapest published price for a team of two is that database at EUR 1,325 per user per year.
Yes, several do. this Dutch platform, Prezly, Presspage, Mynewsdesk and ANP Connect all publish in euros. Prowly publishes in US dollars at USD 258 per month. Other providers like Cision, Meltwater and Muck Rack publish no public price, so a buyer must request a quote.
Yes, the platform offers both. De Perslijst is the journalist database and sending system, and the hosted newsroom is the newsroom on your own domain. They are separate products that each work on their own. The combination costs EUR 2,650 for the Amsterdam database per year plus EUR 1,750 for the hosted newsroom (no period stated).
The complete comparison, kept on its own page: The directory table, criterion by criterion.