PR evidence software for PR teams
One story.
Counted once.
Collect every mention, count each story once, and hand your client a report they can check line by line.
- Evidence on every figure
- No silent exclusions
- Decisions remain traceable
- Overview
- Coverage
- Needs review
- Competitors
- Reports
One story, four results
- CoinDeskOriginal, 26 Aug 2026
- Yahoo FinancePickup, reproduces CoinDesk
- MSNPickup, reproduces CoinDesk
- MarketWatchPickup, reproduces CoinDesk
Share of voice
Why this number?
- Method
- Counted coverage only. No reach, no impressions, no audience.
- Population
- Revolut, measured against bunq and N26.
- Evidence
- Seven counted pieces, each traceable to the decision that counted it.
- Grade
- Derived, from counted inputs and nothing else.
The three pickups reproduce one original. Cairn counts them and names the piece each one reproduces, so you can report nine pieces and defend every one.
01.The problem
PR results are hard to trust.
Every tool returns a list. The list is longer than the truth, and the difference is what your client will find.
Coverage gets inflated
One story can become multiple URLs across different sites. Counting ten is wrong. Counting one is also wrong. Both are indefensible in a review.
Decisions disappear
Teams lose the reasoning behind what was counted. The answer to "why did this count?" becomes a screenshot and a memory.
Reports get challenged
One questionable result can undermine the credibility of a report. Directories, review sites and the client's own blog all match on a brand name.
02.How Cairn works
From monitoring
to provable results.
Four stages. Each one answers a question the next depends on, and each leaves a record.
-
01
Monitor
Collect every relevant mention, keeping the evidence for each.
-
02
Review
Surface uncertainty instead of hiding it. Cairn asks rather than guesses.
-
03
Validate
Record the decision against a name and a time. Nothing is erased.
-
04
Prove
Trace every reported number back to the evidence behind it.
03.See Cairn work
Real data.
Real decisions.
Nothing hidden.
This is a real screen from a live workspace, not a rendering. Twenty four pieces of coverage arrived. Six are counted. One is a pickup of a story already counted, and seven are not counted at all: two from publications Cairn does not recognise, five where it will not decide on its own whether the story is really about the brand.
Two amber lines say the same uncomfortable thing twice, in the banner and again in the summary: how much of the available coverage this collection read was not recorded. It is the one your client will ask about.
One week, in full
Refusals included.
Twenty four mentions collected for four brands between 22 and 28 August 2026. This is the whole week, not the good half. No competitor shows you what it threw away.
Ruled editorial
12
- Bloomberg rule: allowlisted editorial domain
- The Guardian rule: allowlisted editorial domain
- CoinDesk human decision, recorded
- NL Times human decision, recorded
- Retail Banker International human decision, recorded
- Yahoo Finance human decision, recorded
- Trade Finance Global, Netzwelt, Post Radar, AI Journ, Metal.com human decisions, recorded
Ruled out, and why
9
- Wikipedia reference work
- Google Play app store listing
- Trustpilot user generated platform
- Merriam-Webster owned or non editorial
- A vendor blog owned or non editorial
- A broker directory directory, not editorial
Still undecided
3
- Three publications Cairn will not classify on its own, and does not guess about. waiting on a person
Six of the nine exclusions come from a rule, three from a person whose decision is stored with their name and the date.
04.A clear evidence system
Four levels.
No ambiguity.
Every figure Cairn produces carries how it was obtained. The mark sits next to the number, in the report, and here. The height is the evidence, and a derived figure may rest on counted inputs and nothing else.
Counted
Observed one by one in independent editorial coverage.
Nothing rests under itDerived
Not observed, computed from counted evidence.
Counted inputs onlyEstimated
It stands, less certainly. An explicit estimate.
Labelled everywhereDeclared
One stone, placed by a person who signed for it.
Carries a name and a date05.The method
Rigour in every step.
These are the rules Cairn actually applies. They are deterministic: the same coverage produces the same answer next month, and a result you disagree with can be argued line by line.
Built around what we can prove
No shortcuts.
No grey areas.
- ×No invented reach. Neither reach nor impressions can be proven.
- ×No advertising value equivalent. The Barcelona Principles proscribe it and the profession followed.
- ×No silent deletion. Excluded coverage stays visible with the reason printed next to it.
- ×No guessed publication dates. An article with no stated date is left unknown.
- ×No guessing at all. If Cairn cannot recognise a publication it asks you.
- ×No hidden classification. Duplicate judgements come from stated rules, not a similarity model.
- ×No unexplained numbers. Every figure carries how it was obtained.
- ×No contact database. No journalist emails, phone numbers or personal profiles.
- ×No paid media. Advertorials and sponsored posts are not coverage, and they never become it.
- ×No overall score per piece. A score that folds ten judgements into one hides all ten.
If Cairn cannot defend a number, Cairn does not print it.
06.For PR agencies
Built for the way you work.
Built for the person who has to defend the number, in front of the client who is paying for it.
Stronger client conversations
Answer questions with evidence, not spreadsheets.
More efficient reporting
Spend less time explaining, more time advising.
A long-term record
Keep a consistent, verifiable history across your clients.
A good fit
- Small and mid sized PR agencies reporting to clients monthly
- Independent consultants who own the numbers they present
- In house teams measured against named competitors
- Anyone who has been asked why a piece was counted
- Anyone still building the monthly report from alerts and a spreadsheet
Not a fit
- Teams who need broadcast and print clipping
- Global monitoring across dozens of markets
- Anyone who wants a media contact database
- Anyone who wants the highest number rather than the right one
07.Pricing
Published, because hiding it tells you something.
Per month, excluding tax, no minimum term. The three tools closest to Cairn publish a price. The two largest make you book a call first. We have decided which side of that we are on.
Classic
39 € / month
89 € / month
1 500 articles / month
4 000 articles / month
- Weekly collection
- Share of voice
- Monthly report
- Provenance on every figure
- Tone analysis
Standard
79 € / month
179 € / month
2 500 articles / month
6 000 articles / month
- Weekly collection
- Share of voice
- Monthly report
- Provenance on every figure
- Tone analysis
Premium
149 € / month
329 € / month
5 000 articles / month
12 000 articles / month
- Weekly collection
- Share of voice
- Monthly report
- Provenance on every figure
- Tone analysis
- Deep collection, 700 per pass
Prices hold until 31 March 2027. Cairn is in beta until 28 February 2027: during that period it is free for testers, and it is not a production service. It reads the web today. Social is next: the pickups a published article gets, not conversations about your brand. It is not in the product yet. We would rather say all of that here than let you find out.
| Tier | 1 to 3 clients | Article quota | 4 to 10 clients | Article quota | Tone | Depth |
|---|---|---|---|---|---|---|
| Classic | 39 € | 1 500 / month | 89 € | 4 000 / month | No | 40 |
| Standard | 79 € | 2 500 / month | 179 € | 6 000 / month | Yes | 160 |
| Premium | 149 € | 5 000 / month | 329 € | 12 000 / month | Yes | 700 |
Setting up
300 € once, on signature. It covers configuring your brands and their competitors, building your list of titles, creating the accounts and the handover. Count half a day. It is included at no charge for beta testers, until 28 February 2027.
The article quota
Articles processed per month, across all your clients. It is never exceeded by surprise: collection stops and tells you. You then wait for next month or add a block of 1 000 articles for 15 €.
Billing and commitment
Monthly, in arrears, by transfer. No commitment, cancellable at any time for the end of the current month.
Where your data goes
One database per agency, isolated, full export on request at any time. Article text goes to Anthropic for classification and queries to Brave Search. The contract annexe names both.
Bring your next new client.
Test Cairn on real coverage.
Free for design partners until 28 February 2027, setup included. The product is not a production service during that period, and we say so rather than discovering it together.
Start with a client you are onboarding rather than one you already report on. The first Cairn report becomes the reference, and nobody has to explain why a number moved.
Tell us how many clients you report on and how you count coverage today.
Already testing Cairn?
Your agency has its own address, and it is in your welcome message. There is no shared sign in page, because one workspace is one agency and they are kept apart on purpose.
You receive these reports rather than produce them?
Write to us. We are not promising a brand side product yet. We would like to know how many of you there are first.