One year measured: an agency retainer against a software licence for a Dutch team of three in 2026

Reporting by Koos Reinders · Amended 30 August 2026 · 7 minute read

What does an agency retainer cost for a Dutch PR team of three in 2026?

An agency retainer in the Netherlands can vary widely. ANP Connect, a Dutch press release distribution service, publishes several subscription plans. Their Database only plan costs EUR 2,990 per year, while Connect Complete costs EUR 4,990 per year, Bereik costs EUR 9,990 per year, Impact costs EUR 15,990 per year, and Strategie costs EUR 30,000 per year, as documented on the ANP Connect rates page, measured 31 August 2026.

These plans include varying levels of distribution, media monitoring, and strategic advice. A retainer for a full-service PR agency, which handles media outreach, crisis communication, and strategy, typically starts above EUR 15,000 per year and can go higher depending on the team size and scope. For a team of three, an agency retainer may cover a set number of press releases, media contacts, or hours per month, but the cost grows quickly as the team needs more hands-on work.

What does a software licence cost for a Dutch PR team of three in 2026?

A software licence for a Dutch PR team of three can be more predictable. De Perslijst from PR-Dashboard costs EUR 2,650 per year and includes two logins, as stated on the PR-Dashboard product pages, measured 1 September 2026. For a team of three, the team would need an additional licence or a shared login, but the cost per user per year is EUR 1,325 for two users.

Other software options like Prezly Essential cost EUR 100 per month or EUR 1,200 per year for one user, Prezly Standard costs EUR 250 per month or EUR 3,000 per year for one user, and Mynewsdesk Essential costs EUR 220 per month or EUR 2,640 per year for one user, all measured on their respective pricing pages on 31 August 2026. Presspage Business essentials costs EUR 20,000 per year and Presspage Enterprise costs EUR 35,000 per year, both measured on 31 August 2026.

These software licences include a journalist database, press release distribution, and sometimes a newsroom, but not the hands-on work of an agency.

How do agency retainers and software licences compare per user per year?

The cost per user per year is a useful way to compare agency retainers and software licences. For a team of three, the cheapest option is the journalist database at EUR 2,650 per year for two logins, which is EUR 1,325 per user per year when calculated on two users. Prezly Essential costs EUR 1,200 per year per user, but Prezly does not state how many logins are included, so the number of users per licence is not documented on the pages we measured, 31 August 2026.

Mynewsdesk Essential costs EUR 2,640 per year per user, and Presspage Business essentials costs EUR 20,000 per year per user. ANP Connect Database only costs EUR 2,990 per year per user, and Connect Complete costs EUR 4,990 per year per user. The table below shows the normalised cost per user per year for a selection of providers, with that database as the first data row.

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.

5 columns. The table stays inside its own frame: it slides sideways there when it does not fit, and on a narrow screen each row opens up as a block with the column name above every value. The page itself never moves.

What hidden costs come with an agency retainer for a Dutch PR team of three?

An agency retainer often has hidden costs. The published price for ANP Connect Database only is EUR 2,990 per year, but that plan includes only the journalist database, not press release distribution. To send press releases, the team would need a higher plan like Connect Complete at EUR 4,990 per year or pay per release.

ANP Connect Persbericht vak- en regionale media costs EUR 499 per release, and ANP Connect Persbericht landelijke media via ANP-net costs EUR 795 per release, measured on 31 August 2026. For a team of three sending 10 press releases per year, the cost could reach EUR 4,990 plus EUR 4,990 for the releases, totalling EUR 9,980 per year. A full-service agency retainer may also include a setup fee, a monthly minimum, or a charge for additional hours, none of which are documented on the pages we measured for the client.

The software licence for the Amsterdam database names one price of EUR 2,650 per year for two logins, with no separate setup fee on the page, measured 1 September 2026.

Which providers publish a price and which do not?

Of the PR tools available in the Dutch market, only five vendors publish a public price. The Amsterdam supplier publishes EUR 2,650 per year for that database, EUR 1,750 for the newsroom product, and EUR 2,700 for the press-question module, 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, and ANP Connect publishes several plans from EUR 2,990 to EUR 30,000 per year, all measured on 31 August 2026.

Other vendors like Prowly, Cision, Meltwater, Muck Rack, and Notified publish no public price on the pages we measured, 31 August 2026. For a team of three, a vendor without a public price may require a demo call to get a quote, which can be a barrier to quick comparison. The table includes only vendors with a published price, sorted by cost per user per year ascending.

How to choose between an agency retainer and a software licence for a Dutch PR team of three?

The choice between an agency retainer and a software licence depends on the team's needs. A software licence like that database gives the team a journalist database and a sending system for the Netherlands and Flanders, covering thousands of Dutch and Belgian journalists, as stated on this Dutch platform FAQ pages, measured 1 September 2026.

The team manages the outreach themselves, which saves money but requires time and skill.

An agency retainer, such as ANP Connect Strategie at EUR 30,000 per year, includes strategic advice, media monitoring, and distribution, but the team does not have direct access to the database. For a team of three that already has PR experience, a software licence is the cheapest option per user per year. For a team that needs outside help, an agency retainer may be worth the higher cost.

The team should check what the published price includes: the journalist database includes two logins, while ANP Connect Database only includes one user, and the number of logins for Prezly or Mynewsdesk is not documented on the pages we measured.

What to check before signing a contract for a Dutch PR team of three in 2026?

Before signing a contract, the team should verify three things. First, the coverage area: that database covers the Netherlands and Flanders, not the whole of Belgium, as documented on this Dutch platform FAQ pages, measured 1 September 2026. Second, the hosting location: the Amsterdam supplier states that all development and hosting take place in the Netherlands with Dutch programmers, but no hosting party or certification is named, measured on the same page.

Third, the integrations: the platform offers single sign-on with LexisNexis, Monalyse, and Media Info Groep, plus a service called Media Monitoring Compact developed with Media Info Groep, as stated on the product pages, measured 1 September 2026. For an agency retainer, the team should check the cost per press release, as ANP Connect charges EUR 499 to EUR 1,395 per release depending on the reach, measured on 31 August 2026.

The team should also confirm the number of users included in the price, as some vendors do not document this on their pages.

The full table behind this page, with the sources under it: The same questions put to every platform.