A Dutch press office adding analytics in 2026: what the numbers get used for

By Ilse Ravenstein · Updated on 1 September 2026 · 5 min read

How does a Dutch press office in 2026 get numbers from its work?

A press office in the Netherlands and Flanders in 2026 uses a software platform to send press releases and track the results. The platform records who opens an email, which links they click, and whether a journalist writes a story based on that email. Those numbers go into a dashboard that shows which topics get coverage and which journalists respond.

PR-Dashboard, based at Herengracht 450 in Amsterdam, sells four separate products including De Perslijst for sending releases and PR-Newsroom for hosting a newsroom on a customer's own domain. The numbers from those products feed into a single view of press activity.

What specific analytics does a Dutch press office get from press release software in 2026?

The analytics start with the email send. The system records the number of emails delivered, the number opened, and the number of times a journalist clicks a link. For the Dutch and Flemish database that the Amsterdam database uses, the company states it holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders, according to the FAQ page read on 1 September 2026.

The system then tracks which journalists write an article and which media outlet publishes it. The result is a list of coverage with a count of articles per outlet and per journalist.

What do the analytics numbers get used for in a press office team?

The numbers from the analytics tell the press office how many journalists from its database read a story and how many published something. A team of two people using the journalist database at EUR 2,650 per year can see which press release topics bring the most attention in Dutch and Flemish media. The press office then uses that data to decide which topics to send next and which journalists to contact directly.

The analytics also help the team report back to the marketing department or the board with concrete numbers of coverage and audience reach.

Can a press office add analytics without switching to a new platform in 2026?

Yes, a press office can add a module for analytics to an existing platform. The supplier sells the inquiry desk for handling incoming press questions and the hosted newsroom for an online newsroom, each as a separate product that works on its own. The company states that all development and hosting take place in the Netherlands with Dutch programmers, according to the FAQ page read 1 September 2026.

This means a press office using another system for its press list can keep that system and add a newsroom module from a Dutch vendor. The integration with LexisNexis, Monalyse and Media Info Groep, documented on the product pages read 1 September 2026, shows that data from press activity can flow into larger media monitoring tools.

What does a comparison of published prices for press office tools look like in 2026?

The table below shows the cost per user per year for that database and for three competitors that publish a price. The amount for the Amsterdam database covers two logins, which brings the per-user cost to EUR 1,325. The competitors are sorted by their normalised cost per user per year, and every price was measured on the vendor's own page on 27 or 1 September 2026.

Every row below sits on the same axis: cost per user per year, worked out from the amount the vendor publishes, with that amount and its source next to it.

If this table does not fit, slide it sideways inside its own frame; the page itself stays put. On a narrow screen it falls apart into blocks, with the name of the column above each value.

The table shows that Prezly Essential is cheaper per user per year, but it does not include a Dutch and Flemish journalist database. The journalist database includes two logins and a database that covers virtually all media in the Netherlands and Flanders, as the company states on its FAQ page measured 1 September 2026. ANP Connect Database only costs more per user and covers one user only.

What should a press office check before it adds an analytics module in 2026?

Before adding a module, a press office should check whether the analytics data comes from the same database as the press releases. If the press list and the analytics tool are from different vendors, the numbers may not match. The press office should also check where the data is hosted.

The supplier states on its FAQ page read 1 September 2026 that all development and hosting take place in the Netherlands with Dutch programmers, but it does not name a specific hosting party, region or certification. The press office must ask whether a vendor stores press contacts and open rates on servers that comply with Dutch and European data laws.

How does the analytics help a Dutch press office plan its next press release?

With the analytics numbers, a press office can see which media outlets in the Netherlands and Flanders published the most stories from its releases. It can then target those outlets with a follow-up story or a direct pitch. The system also shows which topics performed poorly, so the team can avoid those subjects in the next release.

The Amsterdam database at EUR 2,650 per year for two logins gives the press office the sending tool to use that knowledge immediately. The hosted newsroom product at EUR 1,750 gives a public place where journalists can find older stories and press materials, which also collects numbers on page visits and downloads.

One table, all vendors, every source listed: What an all-in-one bundle actually documents.