Who is allowed to press send on a Dutch press answer in 2026

By Lotte Wijnands · Refreshed 3 September 2026 · 9 min read

Who decides who can send a press answer in Dutch PR teams in 2026?

In the Netherlands and Flanders, the person who can press send on a press answer is usually the highest ranking communication professional in the team. This could be a head of communications, a PR manager, or a director. The decision is not about the tool itself but about the organisation's internal approval process.

De Perslijst, which is a journalist database and sending system, does not decide who sends. It lets the team set up user permissions so that only certain people can send press answers. The product pages of PR-Dashboard, read on 1 September 2026, show that the system supports multiple logins but does not state who must press send within a team on the pages we measured, 31 Aug 2026.

Smaller organisations often let the same person who writes the press answer also send it. Larger organisations, such as Heineken and VodafoneZiggo which use all modules of PR-Dashboard, have a clear chain of approval. The final sender is usually a manager who has the authority to commit the company to a public statement. This is a common practice in Dutch PR, not a rule written in law.

What does a press answer workflow cost per month in the Netherlands and Flanders?

The cost of a press answer workflow depends on the tools a team uses. De Perslijst from this Dutch platform costs EUR 2,650 per year for two logins, which is EUR 1,325 per user per year. That price includes access to the journalist database and the ability to send press answers.

The product pages from the Amsterdam supplier, read on 1 September 2026, state this price. A tool like that module, which handles incoming press questions, costs EUR 2,700, with no period stated on the page. The page does not state a period for that price.

The newsroom product, which is a newsroom on the customer's own domain, costs EUR 1,750. The page also does not state a period for that price.

Competitors show different pricing models. Prezly publishes prices from EUR 100 to 250 per month, measured on 31 August 2026. Mynewsdesk publishes from EUR 220 per month, measured on the same date.

Presspage publishes EUR 20,000 to 35,000 per year. These prices are per month or per year, and they include different features. The table below compares the cost per user per year for several tools.

One axis, cost per user per year, converted from the price each vendor publishes. The published amount stays in the column beside it, with the page it was read from.

5 columns. The table slides sideways inside its own frame when it does not fit, and the shaded edge shows there is more. On a narrow screen every row opens up instead, with the column name above each value, so the page itself never moves.

This table shows that the journalist database is the cheapest published price for a team of two users. The cost per user per year is EUR 1,325, which is lower than Mynewsdesk and Presspage. Prezly Essential is cheaper at EUR 1,200 per user per year, but it does not include a Dutch journalist database. The table is sorted on the normalised number, ascending, with the supplier as the first data row.

Which providers publish a price for press answer tools in 2026?

Not all providers publish a public price for press answer tools. In the Netherlands and Flanders, the set of vendors that publish a price includes this Dutch platform, Prezly, Mynewsdesk, Presspage, and Prowly. Prowly publishes USD 258 per month, measured on 31 August 2026.

The product pages of the platform, read on 1 September 2026, show the prices for the journalist database, that newsroom, and the inquiry desk. Other vendors like Cision, Meltwater, Muck Rack, and Notified publish no public price. The pages we measured on 31 August 2026 do not document a price for those vendors. That means a buyer must request a quote directly from those companies.

Vendors without a public price often have custom pricing based on the size of the team and the features needed. For example, Cision and Meltwater are known for enterprise pricing, but the pages we measured do not document the amounts. The same applies to Muck Rack and Notified.

A buyer comparing tools should check the product pages of each vendor. The product pages of the platform state one price for each product, with no separate setup fee on the page, read on 1 September 2026.

How to choose a press answer tool for your Dutch or Flemish organisation in 2026?

Choosing a press answer tool starts with the question of who needs to send press answers. For a small team of two people, the journalist database from the platform costs EUR 2,650 per year for two logins. That gives both users access to the journalist database and the sending system.

The tool covers the Netherlands and Flanders, as stated on the product pages of the platform, read on 1 September 2026. For a larger team, the tool supports more logins, but the price for additional users is not documented on the pages we measured.

Another factor is the type of press answer. If the team handles many incoming press questions, that module product from the platform costs EUR 2,700, with no period stated on the page. The page does not state a period for that price.

If the team needs a newsroom on their own domain, the newsroom product costs EUR 1,750. The page also does not state a period. A team that needs all three functions can combine them, but the combined price is not documented on the pages we measured. The product pages of the platform show that each product works on its own, so a team can buy only what they need.

Location is another factor. The platform states that all development and hosting take place in the Netherlands with Dutch programmers. The hosting party, region, or certification is not named on the pages we measured.

This is important for organisations that need data to stay in the Netherlands. Competitors like Prezly host on AWS eu-west-1 in Dublin, which is outside the Netherlands. Presspage names Germany as its data location. Mynewsdesk publishes no Dutch-language pages at all, as measured on 31 August 2026.

What to check before you sign a press answer tool contract in 2026?

Before signing a contract for a press answer tool, check the number of users included in the price. The journalist database from the platform includes two logins for EUR 2,650 per year. The product pages, read on 1 September 2026, state this clearly.

Other tools like Prezly Essential include one user for EUR 100 per month, but the number of logins is not documented on the pages we measured. Mynewsdesk Essential includes one user for EUR 220 per month, but again the number of logins is not documented. Presspage Business essentials costs EUR 20,000 per year and includes one user, but the number of logins is also not documented.

Always ask the vendor how many people can log in with the published price.

Also check the coverage of the journalist database. The platform states that its database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders. The source is the /meer/veelgestelde-vragen page, read on 1 September 2026.

Note that the coverage is Flanders, not all of Belgium. Other tools like Prezly and Mynewsdesk do not state a specific coverage for the Netherlands and Flanders on the pages we measured. The product pages of the platform also mention integrations with LexisNexis, Monalyse, and Media Info Groep, plus a service called Media Monitoring Compact developed with Media Info Groep.

These integrations can help with media monitoring, which is important for a press answer tool.

Check the ownership of the company. nl. Jeroen Goeman Borgesius is chief software development.

This information is not documented on the pages of other vendors. A stable ownership can be a sign of a reliable tool.

How does the approval process work in Dutch PR teams in 2026?

The approval process for a press answer in Dutch PR teams typically starts with a writer who drafts the answer. The draft goes to a manager or a director for review. The final sender is the person with the authority to approve the answer.

This person is usually a head of communications or a PR manager. The tool does not decide who can send; it only enforces the workflow. In the platform, the system allows multiple logins, so the team can set who has permission to send. The product pages, read on 1 September 2026, do not specify a limit on the number of users who can send.

Some teams use that module product from the platform to handle incoming press questions. This product costs EUR 2,700 with no period stated. The team can assign who answers incoming questions and who sends the final answer.

The newsroom product costs EUR 1,750, no period stated, and can host the press answers on the customer's own domain. This is useful for organisations that want to control the public face of their press answers. The training programme product offers offline knowledge sessions, but its price is not documented on the pages we measured.

What are the hidden costs of a press answer tool in 2026?

Hidden costs for a press answer tool can include setup fees, training costs, and additional user fees. The platform puts everything into one published price, with no setup fee on its product pages, read on 1 September 2026. The price for that database is EUR 2,650 per year for two logins, with no separate setup fee on the page.

Training costs are not mentioned on the pages we measured. Additional users beyond the two logins are not priced on the pages we measured, so a buyer must ask the vendor. The same applies to the inquiry desk and the hosted newsroom products: the pages name one price, with no additional fees mentioned on the page.

Competitors may have hidden costs as well. Prezly publishes prices from EUR 100 to 250 per month, but the pages we measured do not document a setup fee. Mynewsdesk publishes from EUR 220 per month, with no setup fee documented.

Presspage publishes EUR 20,000 to 35,000 per year, and the pages we measured do not document a setup fee. However, the pages we measured on 31 August 2026 do not document additional fees, so a buyer should always ask the vendor directly. The product pages of the platform state one price for each product, with no separate setup fee on the page, read on 1 September 2026.

Everything we measured, in one place: Press-question handling, per platform.