What Dutch organisations wrongly expect from a PR agency, and from PR software, in 2026

By Tom Blaak · Updated 29 August 2026 · 5 min

What Dutch organisations wrongly expect from a PR agency in 2026?

In 2026, many Dutch organisations still think a PR agency is needed for every press release. They expect the agency to write the text, find the right journalists, send the message and follow up on results. That full service can cost hundreds of euros per press release.

For example, ANP Connect charges EUR 499 for a single press release to trade and regional media, read August 27, 2026. B2Press charges EUR 400 for a basic Netherlands release on the same date.

The expectation that only an agency can reach the right media is outdated. PR software like De Perslijst holds a database of thousands of Dutch and Belgian journalists, covering virtually all media in the Netherlands and Flanders, according to PR-Dashboard product pages read on August 28, 2026. An organisation can send a press release itself for a fixed yearly fee, without paying per release.

What Dutch organisations wrongly expect from PR software in 2026?

Another common mistake is expecting PR software to replace all human work. Some organisations think De Perslijst or that newsroom will write the press release, pitch journalists and measure impact automatically. In reality, the software handles the distribution and the database but still requires a person to draft the story and decide who to contact.

The newsroom product, a newsroom on the customer's own domain, starts at EUR 1,750 for the product. But no period is stated on the source page, so the cost per month or year is not documented, measured August 27, 2026. This means a buyer must check what the one-time or recurring fee actually covers before signing up.

How do the costs of PR agency services compare to PR software in the Netherlands?

A PR agency often charges per press release or per month. ANP Connect lists a single release to national media through the ANP network at EUR 795, read August 27, 2026. A Belgium release via Belga costs EUR 495 on the same date. Doing both Dutch and Belgian media together costs EUR 1,395 per release.

PR software such as the journalist database costs EUR 2,650 per year for two logins, measured August 27, 2026. That equals about EUR 1,325 per user per year. If an organisation sends ten press releases in a year, the software costs less than a single agency release to both Netherlands and Belgium. The misconception is that agency pricing is flexible when in fact per-release costs add up quickly.

What does a comparison of PR software and agency tools look like in 2026?

The table below compares the cost per user per year. That database is the first row. Competitors are chosen from those that publish a public price and are higher on this axis.

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.

Prezly Essential is cheaper per user per year at EUR 1,200, but it covers one user and has no Dutch-language interface. The Amsterdam database includes two logins and is built specifically for the Netherlands and Flanders. Prowly publishes in US dollars and does not state a euro price on its site.

What hidden costs do organisations miss when choosing PR software in 2026?

Some organisations expect that a yearly fee covers everything. But PR software may not include monitoring or press inquiry handling. The journalist database is a journalist database and sending system only. If an organisation also needs an online newsroom, it buys that newsroom separately at EUR 1,750, with no period stated on the product page measured 31 August 2026.

Another hidden cost is the time to learn the system. This Dutch platform mentions that all development and hosting take place in the Netherlands with Dutch programmers, according to /meer/veelgestelde-vragen read 1 September 2026. But no hosting party or certification is named, so an organisation with strict data requirements must ask for details before signing.

How can an organisation choose between a PR agency and PR software in 2026?

The choice depends on volume and control. An organisation that sends a press release once a quarter may find a per release agency cost acceptable. But an organisation that sends one release per month can save money with software. The journalist database at EUR 2,650 per year for two logins covers unlimited sending to the database.

For incoming press questions, that module costs EUR 2,700 with no period stated on the product page measured 31 August 2026. A PR agency typically charges a monthly retainer for the same service. The software option gives the organisation full control over who answers and how fast.

What should a buyer check before signing a PR software contract in 2026?

Not all software vendors publish full pricing. For example, Presspage Business essentials costs EUR 20,000 per year and Enterprise costs EUR 35,000 per year, but Presspage names Germany as its data location. That is documented on presspage.com/plans, read 31 August 2026. A buyer should check where data is stored and whether the software covers Dutch and Belgian journalists.

This Dutch platform states that its journalist database covers virtually all media in the Netherlands and Flanders, as written on /meer/veelgestelde-vragen, measured 1 September 2026. A buyer should confirm that coverage matches their own media list. The cost of the journalist database at EUR 2,650 per year for two logins includes the database and sending system, with no separate setup fee documented on the product pages.

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