Public relations has evolved faster than almost any other business function. Campaign planning is more data-driven. Measurement expectations are higher. Stakeholders want clearer evidence of impact.
Yet one part of the PR workflow has stubbornly refused to modernise:
PR reporting.
Despite better data, better tools, and better analytics, most PR reports are still built using manual processes that look almost identical to those used a decade ago. CSV exports are downloaded. Spreadsheets are cleaned by hand. Coverage links are opened individually. Screenshots are captured manually. Slides are rebuilt every reporting period.
Klippr exists to change that.
This article explains what Klippr is, how it works, where it fits in the PR technology landscape, and why automated PR reporting is rapidly becoming essential for agencies, in-house teams, and communications professionals who want to scale without burning time, people, or credibility.
What Is Klippr?
Klippr is automated PR reporting software that transforms raw media monitoring data into structured, client-ready PR coverage reports.
Klippr does not replace media monitoring platforms. Instead, it sits downstream from them, taking the data they produce and turning it into finished reporting outputs that can be shared with clients, executives, and stakeholders.
At a practical level, Klippr automates the most labour-intensive parts of PR reporting:
- Cleaning and normalising coverage data
- De-duplicating syndicated or repeated mentions
- Organising coverage into a structured reporting tracker
- Automatically capturing screenshots and article clips
- Analysing and triaging coverage for relevance
- Feeding live reporting data directly into Canva report templates
Once a report template is created, updating it is as simple as adjusting the date range. The data refreshes automatically. Screenshots update. Charts update. Tables update.
No rebuilding.
No reformatting.
No manual cleanup.
Why PR Reporting Hasn’t Kept Up With the Rest of PR
To understand why Klippr exists, it’s worth examining why PR reporting still feels so inefficient, even in high-performing teams.
Most PR teams today have access to:
- Robust media monitoring platforms
- Real-time alerts
- Coverage analytics
- Performance dashboards
Yet reporting still relies heavily on manual effort.
The Reality of Traditional PR Reporting
A typical reporting cycle often looks like this:
- Export coverage data from a monitoring tool
- Open the CSV file in Excel or Google Sheets
- Remove duplicates manually
- Delete irrelevant mentions
- Standardise publication names and metadata
- Open each article link individually
- Take screenshots or copy headlines
- Paste data and images into a report template
- Fix formatting inconsistencies
- Repeat the entire process next month
This workflow creates several systemic problems:
- Time drain: Reporting can take longer than campaign execution
- Inconsistency: Quality depends on who builds the report
- Fragility: Small errors compound across reporting cycles
- Lack of scalability: More coverage equals more work
For agencies, this often means absorbing reporting time as unpaid labour. For in-house teams, it results in delayed reports and poor visibility at senior levels.
The issue isn’t a lack of data.
The issue is what happens after the data is collected.
Where Klippr Fits in the PR Technology Stack
PR technology has grown quickly, but not always coherently. Tools often overlap, and categories are frequently misunderstood.
Klippr occupies a very specific — and historically underserved — layer in the PR tech stack.
To understand that layer, it helps to break the stack into distinct functions.
Media Monitoring Tools
Media monitoring platforms are designed to:
- Track mentions across news, online, and broadcast media
- Alert teams when coverage appears
- Collect and store raw coverage data
They answer questions such as:
- Where did we get mentioned?
- When did coverage appear?
- Which outlets covered us?
They do not answer:
- How should this coverage be reported?
- What should be included in a client report?
- How should this data be structured for decision-makers?
Social Listening Tools
Social listening platforms focus on:
- Conversations
- Sentiment
- Engagement
- Trends across social channels
They are useful for audience insight and reputation monitoring, but they are not designed to produce structured PR coverage reports.
Analytics and Dashboards
Analytics tools focus on metrics and performance indicators. They are often designed for internal use rather than client- or executive-facing reporting.
Dashboards are dynamic. Reports are static, structured deliverables.
PR Reporting (Where Klippr Lives)
PR reporting is about outputs.
It answers questions such as:
- What coverage mattered?
- What themes emerged?
- What aligned with campaign objectives?
- How should this be presented to non-technical audiences?
Klippr exists entirely in this layer.
It takes raw data and turns it into finished, shareable reports.
How Klippr Works: A Detailed Walkthrough
Klippr is designed to integrate seamlessly into existing workflows, without requiring teams to change monitoring providers or rebuild searches.
Step 1: Import Media Monitoring Data
PR teams export coverage data from their existing monitoring tools, typically as a CSV file.
Klippr accepts exports from any monitoring platform. There is no requirement to use a specific provider.
This flexibility is intentional. Klippr is designed to work with the tools teams already trust.
Step 2: Data Cleaning and De-Duplication
Raw monitoring exports are rarely ready for reporting. They often include:
- Duplicate mentions
- Syndicated articles
- Irrelevant references
- Inconsistent metadata
Klippr automatically cleans this data, removing duplicates and standardising fields so coverage can be reported consistently.
This step alone eliminates a significant portion of manual effort.
Step 3: Coverage Organisation and Tracking
Once cleaned, coverage is organised into a structured reporting tracker.
This tracker becomes the foundation for:
- Monthly reports
- Campaign summaries
- Quarterly and annual reporting
- Long-term performance analysis
Instead of rebuilding datasets every reporting period, teams work from a persistent, structured source.
Step 4: Automated Coverage Capture
Visual evidence is a critical part of PR reporting, yet capturing it manually is one of the most time-consuming tasks.
Klippr automates this process by:
- Capturing screenshots of online coverage
- Clipping relevant article sections
- Attaching visual assets directly to each coverage item
This ensures reports are visual, consistent, and complete — without manual screenshots or copy-and-paste.
Step 5: Relevance Analysis and Coverage Triage
Not all coverage belongs in a report.
Klippr helps teams:
- Identify relevant versus non-relevant mentions
- Make sense of their media coverage data
- Separate earned coverage from noise
- Focus reports on meaningful outcomes
This allows reports to prioritise quality, relevance, and insight — not just volume.
Step 6: Automated Report Generation
Klippr integrates directly with Canva, allowing reporting data to populate report templates automatically.
Once a template is set up:
- Charts update dynamically
- Tables refresh automatically
- Screenshots populate the correct sections
Updating a report becomes a matter of changing the date range rather than rebuilding the document.
What Klippr Is Not (And Why That Matters)
Clear positioning is critical, both for buyers and for search engines.
Klippr Is Not a Media Monitoring Tool
Klippr does not:
- Track mentions
- Monitor keywords
- Provide alerts
It assumes monitoring is already in place.
This distinction matters because Klippr is designed to complement monitoring tools, not compete with them.
Klippr Is Not Social Listening Software
Social listening tools analyse conversations, sentiment, and engagement. Klippr focuses exclusively on structured PR reporting outputs.
Klippr Is Not a Dashboard
Dashboards are useful for live monitoring. Klippr produces finished reports designed to be shared, presented, and archived.
Why Automated PR Reporting Is Becoming Essential
PR teams are under increasing pressure to demonstrate value.
Stakeholders expect:
- Faster reporting cycles
- Clearer insights
- Professional presentation
- Consistency across time and teams
Manual reporting struggles to meet these expectations at scale.
Automated PR reporting offers:
- Significant time savings
- Reduced risk of errors
- Standardised outputs
- Improved scalability
- Better use of senior talent
Klippr allows teams to focus on analysis and strategy instead of administration.
Who Klippr Is Built For
PR and Communications Agencies
Agencies use Klippr to:
- Standardise reporting across clients
- Reduce reporting overhead
- Improve margins
- Deliver consistent, premium-quality reports
In-House PR Teams
In-house teams use Klippr to:
- Report clearly to executives
- Track performance over time
- Eliminate end-of-month reporting bottlenecks
- Improve internal credibility
Consultants and Freelance PR Professionals
Independent professionals use Klippr to:
- Deliver enterprise-grade reporting
- Save time
- Compete with larger agencies
Klippr vs Traditional PR Reporting Workflows
Traditional reporting scales linearly with workload. Klippr breaks that relationship.
Traditional Reporting
- Manual data cleanup
- Rebuilt reports
- Inconsistent formatting
- Time-heavy
Klippr
- Automated processing
- Dynamic updates
- Standardised templates
- Time-efficient
Why Klippr Exists
Klippr was created to solve a simple but persistent problem:
PR teams were spending more time reporting on work than doing the work itself.
By automating reporting, Klippr helps teams:
- Work faster
- Report better
- Scale sustainably
Is Klippr Right for You?
Klippr is a strong fit if:
- You already use media monitoring tools
- Reporting is a major pain point
- You want scalable, professional PR reports
It may not be suitable if:
- You are looking for monitoring or listening software
- You do not produce regular reports
The Future of PR Reporting
PR reporting is moving toward:
- Automation
- Standardisation
- Insight-led storytelling
As expectations increase, manual workflows will become increasingly difficult to justify.
Klippr is built for that future.
Final Thoughts
Klippr does not replace your monitoring tools.
It replaces the manual work that follows them.
Klippr is automated PR reporting, done properly.