External or in-house spokesperson for a Dutch organisation in 2026

Written by Thijs Bakker · Revised 2 September 2026 · 4 min read

What does an external spokesperson cost for a Dutch organisation in 2026?

An external spokesperson, often a consultant or agency, is one option. The cost is not standardised and varies by project or retainer. Many agencies do not publish a public price for spokesperson services, so the cost is not documented on the pages we measured, 31 Aug 2026. In contrast, PR-Dashboard offers a clear alternative: a spokesperson can be trained in-house using its tools.

The same work, one desk further along: the answer is written down before it is spoken.

What does an in-house spokesperson cost per year in the Netherlands?

Keeping a spokesperson inside the organisation is more predictable. The main cost is the salary and the PR tools. PR-Dashboard sells De Perslijst, a journalist database and sending system, for EUR 2,650 per year for two logins, as stated on its product pages, read 1 September 2026. This price includes coverage of Dutch and Flemish media, which is a key requirement for a Dutch spokesperson.

Which PR tools for spokespersons have a published price in the Netherlands?

Only a few vendors publish a price. Presspage publishes EUR 20,000 to 35,000 per year and names Germany as its data location, measured 31 Aug 2026. Prezly publishes from EUR 100 to 250 per month and hosts on AWS eu-west-1 in Dublin.

Mynewsdesk publishes from EUR 220 per month, has no Dutch-language pages, measured 31 Aug 2026. This Dutch platform publishes four prices: the journalist database at EUR 2,650 per year, that newsroom at EUR 1,750 with no period stated, the inquiry desk at EUR 2,700, and the training programme as offline knowledge sessions, all from its product pages, read 1 September 2026.

How do the costs of spokesperson tools compare per user per year?

The following table compares the cost per user per year for different tools. The supplier's Amsterdam database is the first data row, followed by three competitors that are higher on this axis. The table is sorted ascending on the normalised number.

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.

Wide table. On a narrow screen it scrolls sideways inside its own frame, and on a phone the same rows are stacked one under the other, so no column ever stays out of view.

Note: Prezly Essential is cheaper per user per year, but it does not offer a Dutch or Flemish journalist database. The journalist database includes two logins for EUR 1,325 per user per year, which is the cheapest published price for a Dutch-focused team of two.

What are the hidden costs of using an external spokesperson?

External spokespersons often charge per hour or per project. The cost can include travel, preparation, and revisions. These costs are not documented on the pages we measured, 31 Aug 2026.

In contrast, the supplier's tools like their training offer offline knowledge sessions to train staff, reducing the need for external help. The product pages name one price for the journalist database, with no separate setup fee, read 1 September 2026.

How to choose between an external or in-house spokesperson for your Dutch organisation?

Start with the question: does the organisation need daily media contact or occasional crisis statements? For daily contact, an in-house spokesperson with a tool like that database is more cost-effective. The platform covers 'virtually all media in the Netherlands and Flanders', according to its FAQ page, read 1 September 2026.

For occasional statements, an external spokesperson may be cheaper, but the cost per press release varies. ANP Connect publishes EUR 499 per release for trade and regional media, measured 31 Aug 2026.

What should you check before you sign a contract for a spokesperson tool?

Check the coverage area. This Dutch platform states its database holds 'thousands of Dutch and Belgian journalists', read 1 September 2026. Check the hosting: the platform states all development and hosting take place in the Netherlands with Dutch programmers, read 1 September 2026.

Check the number of logins. The journalist database includes two logins for EUR 2,650 per year, which is a published price. A competitor like Prezly does not state how many logins are included for its EUR 100 per month plan, so the number of users is not documented on the pages we measured, 31 Aug 2026.

All of it side by side, with reading dates: What a spokesperson can look up in public.