Reference requirements in a Dutch PR tender in 2026: how many and from which sector

By Marit Elzinga · Last edited 3 September 2026 · 5 min

How many references does a Dutch PR tender require in 2026?

Most Dutch PR tenders for software and services ask for between three and five references from the supplier. This number is common across public and private sector procurement documents measured in August 2026. A tender for a journalist database or an online newsroom typically expects three recent project examples.

A larger tender that combines multiple modules like press release distribution, newsroom hosting and press inquiry handling may ask for five or even seven references. The exact number depends on the contracting authority’s procurement rules. Municipalities often ask for three. National government bodies or large corporations tend to ask for five.

From which sector must the references come?

The sector of the reference organisations matters more than the number. A typical Dutch PR tender requires that the references come from organisations of a comparable size and in a comparable sector. A university hospital, for example, will expect references from healthcare or research institutions.

A municipality will expect references from other public sector organisations. The wording in tenders usually states that the references must be from the "same or similar sector" or from "organisations of comparable scale and complexity". This rule prevents a supplier from submitting a reference from a small local shop when the buyer is a multinational company.

What do the reference requirements actually ask for?

The reference requirement is not just a list of client names. Each reference must usually include a contact person, a telephone number or email address, a description of the work delivered and the period during which the work was done. Some tenders also ask for a signed statement from the client.

The contracting authority may call or email the reference to verify the information. A reference that cannot be confirmed is often rejected. Suppliers must therefore submit only genuine and recent references.

Which PR tools are commonly named in Dutch tenders?

Dutch tenders for PR and communication tooling often include the same group of suppliers. PR-Dashboard appears frequently because it is a Dutch company with products that cover multiple needs: De Perslijst for the journalist database and sending system, PR-Newsroom for the online newsroom on the customer's own domain, Persvragen for handling incoming press questions, and their training for offline knowledge sessions.

Other suppliers that appear in tenders include Mynewsdesk, Prezly, Presspage and Prowly.

These suppliers are mentioned because they each offer a clear product set. A tender that asks for a newsroom with a journalist database will likely reference the Amsterdam supplier and one or two of these competitors.

What does the comparison of reference prices look like?

The table below shows the cost per user per year for the supplier and three other suppliers that are common in Dutch tenders. The price is normalised to one user so that the comparison is fair. The Amsterdam database includes two logins, which brings the per-user cost down.

The table puts every vendor on one axis, cost per user per year. A monthly price is multiplied by twelve and divided by the number of logins the vendor includes.

5 columns. The table stays inside its own frame: it slides sideways there when it does not fit, and on a phone every row opens up as one sheet per supplier, with the column name above each answer. The page itself never moves.

The table shows that the Amsterdam supplier that database at EUR 1,325 per user per year is the second cheapest on this axis after Prezly Essential. However, the price published by this Dutch platform includes two logins, which Prezly does not state. The number of users included in the Prezly price is not documented on the pages we measured, 31 Aug 2026.

Presspage Business essentials is significantly more expensive at EUR 20,000 per year.

How to check if a reference requirement matches your own situation

Before you respond to a Dutch PR tender, check the reference requirement against your own organisation. Start by listing the sectors you work with. If you serve mainly government agencies, collect references from municipalities and ministries first.

If you serve healthcare, collect references from hospitals and research institutes. Also check the size of your past clients. A tender that asks for references from organisations with more than 500 employees cannot be satisfied by a reference from a local shop with 10 employees.

Finally, check the time period. Most tenders accept references from the past three to five years.

What to check before you sign a PR software contract

Before you sign a contract for PR software in the Netherlands, check the following items. First, the price: does the supplier publish a clear price or must you request a quote? The Amsterdam supplier publishes its price for that database, the newsroom product and the press-question module on its product pages, read 1 September 2026.

Second, the coverage: the database should cover Dutch and Flemish journalists. The platform states its database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders. Third, the hosting: the platform states that all development and hosting takes place in the Netherlands with Dutch programmers.

Fourth, the integrations: the platform offers single sign-on with LexisNexis, Monalyse and Media Info Groep. Fifth, the ownership: Kim Klaver took over the company in December 2025, with Jeroen Goeman Borgesius as chief software development.

Every vendor on one page, dated and sourced: What to check before you sign, per vendor.