Coverage logged once, reported automatically
PR reporting is the clearest example of agency work being redone every month. The coverage was known the day it landed, and a month later somebody spends two days finding it again, screenshotting it and pasting it into a deck.
Why the coverage report is always painful
The information exists. It is just never captured in a form that survives to month end.
- Coverage lives in a chat. Somebody posts the link the day it goes live, and that message is the only record.
- Articles do not stay put. Pages get edited, moved behind a paywall or removed. A link captured in March may prove nothing in June.
- Reach numbers are invented late. Figures get attached at reporting time, from memory or from whatever source is nearest, which is why they are hard to defend when a client asks.
- The report is manual. Screenshots, captions, a template, every month, for every client.
A record built the day coverage lands
Coverage as a record
Each piece carries its outlet, its date, its link and the client it belongs to. Logging it takes a moment on the day, which is the only time it is ever easy.
Proof captured automatically
A screenshot of the article is captured and stored with the record. When the page changes or vanishes later, the evidence is still yours, which is the difference between a report and a list of dead links.
Numbers you can defend
Estimated reach and ad value equivalent are calculated from constants your agency sets in its own settings, not from a vendor’s black box. When a client asks where a figure came from, there is an answer.
The report generated, not assembled
Because the coverage, the screenshots and the figures are already on the record, the client coverage report is produced from them. Reporting becomes a review step rather than a production job.
PR that sits with the rest of the account
PR is usually the most isolated part of an agency’s software, which is why the coverage never appears in the same place as the campaign that earned it.
Here coverage attaches to the client and the project, so it lands in the monthly client report alongside the content and the campaign work rather than as a separate attachment. The reasoning is on the agency operating system page, and if you run PR for brands in the Gulf the Dubai and UAE page covers the regional side.
Common questions
What does PR software actually need to do?
Three things: hold each piece of coverage with its outlet, date and link, keep proof of it before the page changes or disappears, and turn the month's coverage into something a client will read. Most agencies do the first in a spreadsheet, the second in a folder and the third by hand.
Does it capture the article itself?
Yes. A screenshot of the coverage is captured and stored with the record, which matters because online articles get edited, paywalled or taken down, and a link alone is not proof six months later.
Does it estimate reach or value?
Coverage records carry estimated reach and an ad value equivalent, calculated from figures your agency sets rather than from a black box. The constants live in your settings, so the numbers in a client report are ones you can defend in a meeting.
Can the client see the report?
The coverage report is generated as a client ready document and shared, rather than assembled as a deck of pasted screenshots.
Is this a media monitoring service?
No, and it is worth being clear about it. Wiro does not go out and find coverage for you. It is where coverage is recorded, evidenced and reported once you or your monitoring service have found it.
Get early access
Wiro is not open to everyone yet. Join the waitlist and tell us how much coverage you report on each month, and we will be in touch.