The Dutch media market is characterised by a dominant position of digital media, a recent print press decline and the acquisition of the majority of the Dutch newspapers by Belgian publishers. Journalists in the Netherlands are highly professional and there is no state intervention in the media which clearly contributes to the third position of the country in the world press freedom ranking.
In business communication, the Dutch are polite and rather low-key. They are known for making decisions slowly, so that all parties can comment and share their opinion on the topic. This is reflected in the media source that displays a democratic point of view.
English is very common and spoken by the majority of the Dutch population, regardless of their age. With language posing almost no barrier to market entry, the tech start-up scene in Amsterdam is flourishing. Location-wise, Amsterdam also offers great access to the rest of Europe and our neighbouring UK – a benefit when doing business across borders.
The price range is strongly dependent on the agency or private consultant. Some agencies offer an hourly rate for services, others have PR packages that are marked against a set price.
Project-based work, e.g. assistance with creation and distribution of a press release can cost around €5000–8000 depending on the workload.
For continuous PR support, the price range is €6500–7500 per month, with add-ons or additional services starting at €3000.
Considering the payment agreements in the Netherlands, short-term projects (3-months or less) could be requested to be settled in full before the partnership commences. Long-term contracts follow a standard model of monthly fee payments or as stated in the contract agreement.
PRLab is a leading global PR Agency for Tech Companies, based in Amsterdam. We serve the international and local innovator community – offering cutting edge PR consulting services for tech startups and corporates. Through our integrated PR support, we aim to build awareness for our clients in new and existing markets and assist with brand building activities, such as media support and aid with company expansions.
- Media relations are based on mutually beneficial interactions between journalists, editors, and public relations specialists. Their purpose is to communicate a client’s relevant and newsworthy message in a suitable media outlet – press, TV, radio, and the Internet.
- Social Media management is managing a client’s online presence on platforms such as LinkedIn, Twitter, Facebook, Instagram or YouTube. This service starts with a consistent strategy preparation to, later on, create and publish appropriate and eye-catching content on the aforementioned platforms.
- Content writing is producing marketing content such as blog posts, press releases, webpages or whitepapers to reach the targeted audience. It aims to increase traffic to a client’s website and to fulfill certain marketing objectives.
- Event presence is an opportunity to showcase a client to the general public and/or prospects and expand their network. It also includes inviting key media workers and thus aims to increment the client’s visibility in media.
- Market research is often useful to prepare a brand to enter a given market. In such a case it consists of a thorough analysis of the presence of the brand and its competitors, as well as their presence in the media and social networks. Research – e.g. surveys – can also be commissioned to a research agency to obtain valuable content that can attract the attention of the press and the client’s target audience.
- Media training aims to guide a client on how to interact with media. It improves their communication skills and provides them with tools to deliver an effective and credible message helping to get more media coverage.
- Reputation management is shaping positive public perception and opinion about a client. It consists in an active and regular monitoring of client’s mentions, mainly online, and reacting to them.
- Crisis management starts with creating a plan and strategy in case an unexpected PR crisis arises. Its goal is to minimise the impact of negative publicity and media mentions, as well as to reduce the potential damage the crisis may cause to the client.
