Onclusive / AirPR Review

AirPR really is effective with picking up media coverage.

Pros

Onclusive makes it easy to monitor media, create target lists, add missing articles, remove irrelevant articles, and adding keywords to our client's dashboards.

Cons

The media monitoring aspects do pick up everything with each keyword added to the dashboard and this can create more irrelevant coverage which can take a lot of time in the background to remove.

Great service - Still missing key value items

It's been OK. Customer service is helpful. More hands on help getting things fine tuned would be great.

Pros

The UI is very friendly and easy to navigate. Lots of features to use.

Cons

Too much junk being caught and not a great way to add new press hits that actually play into the data weighing system. We should be able to look at deeper analytics from more sources, without being charged a premium.

Powerful idea but ultra-premium pricing

The ability to attempt highly sophisticated PR measurement analysis

Pros

It purports to solve for a long-standing pain-point for marketing and comms teams. Specifically, a way to more accurately attribute how PR contributes to the types of metrics most marketing teams of business spend money to achieve. For instance, if I secure a write-up in the NYT for my product, how could I show my boss that 20 additional people visited our e-commerce site for purchase as a result? For certain types of communication or PR professionals, that's an irresistible idea. Many others aren't being asked to contribute in this way but those who are could consider this software.

Cons

Two main points. 1) They ask for really high fees (many thousands / month) 2) Even so, their bread as butter is narrow in scope so you have to be operating at significant scale in order to be able to generate ROI after considering the cost of the optimization / measurement software itself. I've also heard murmurs suggesting that while a reasonable estimate how many "x" you drove from a PR campaign is better than nothing, never forget that it is still an estimate. AirPR is not magic, it's math. Always make sure you understand the methods behind the wizardry.