01 PR evidence software
One story.
Counted once.
Cairn finds your coverage, tells the original from its syndication, and turns the result into a report your client can check line by line.
Local first. Your coverage stays in your workspace.
- New mentions
- 12
- Validated originals
- 6
- Syndicated pickups
- 3
- Needs review
- 2
- Not independent media
- 1
- Reported as coverage
- 9 12
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.
— The mark beside every number
Four grades. The height is the evidence.
Every figure Cairn produces carries how it was obtained. The mark sits next to the number, in the report, and here. A derived figure may take counted inputs and nothing else, which is why the hollow pile can only rest on the solid one.
Counted
Observed one by one. The tallest pile, and the only one another figure may rest on.
Derived
Not observed, computed. Hollow, because it is only as solid as the counted figures underneath it.
Estimated
It stands, less certainly. Labelled everywhere it appears, and never quietly promoted.
Declared
One stone, placed by a person who signed for it. A judgement, and it says so.
02 The problem
A monitoring feed is not a coverage number.
Every tool returns a list. The list is longer than the truth, and the difference is what your client will find.
Numbers get inflated
A wire piece is picked up by nine sites. Counting ten is wrong. Counting one is also wrong. Both are indefensible in a review, and neither can be shown to be right.
Reports get challenged
Directories, review sites, the client's own blog and a dictionary definition all match on a brand name. When a client spots one, the whole report is in question.
Time gets wasted
The answer to "why did this count?" is a screenshot and a memory. An afternoon goes into reconstructing a decision nobody wrote down.
03 How Cairn works
Monitor, review, validate, prove.
Four stages. Each one answers a question the next depends on, and each leaves a record.
Monitor
Cairn collects mentions of your brand and the competitors you are measured against, keeping the evidence for each.
Review
When Cairn does not recognise a publication it asks you what it is, rather than quietly counting or dropping it.
Validate
Your decision is stored against your name and the time. Changing your mind writes a new decision. Nothing is erased.
Prove
The report states its period, its method and its figures, and every article traces back to why it counted.
04 See it work
This is the screen, not a rendering of it.
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. A tool that wanted to look good would have dropped that sentence. It is the one your client will ask about. demo.cairnpr.com · 17 September 2026
Four results. One story.
What Cairn does not doIt does not delete the three pickups. Syndication is real coverage, and a tool that silently removes it understates your reach.
What it does insteadIt records which piece ran first, marks the other three as pickups of it, and names the publication each reproduces. You can report four pieces and one story, and defend both numbers.
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Revolut begins rolling out euro stablecoin EURR OriginalCounted
-
Revolut begins rolling out euro stablecoin EURR Syndicated pickup, reproduces CoinDeskCounted
-
Revolut launches euro stablecoin, starting in Denmark Syndicated pickup, reproduces CoinDeskCounted
-
Revolut joins global stablecoin race with euro token Syndicated pickup, reproduces CoinDeskCounted
- Publication
- coindesk.com
- Published
- 26 Aug 2026
- Origin
- Original. 3 syndicated pickups.
- Counted
- Yes. Independent media, about this brand.
Seven counted pieces. Every one traceable to the decision that counted it.
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
- Bloombergrule: allowlisted editorial domain
- The Guardianrule: allowlisted editorial domain
- CoinDeskhuman decision, recorded
- NL Timeshuman decision, recorded
- Retail Banker Internationalhuman decision, recorded
- Yahoo Financehuman decision, recorded
- Trade Finance Global, Netzwelt, Post Radar, AI Journ, Metal.comhuman decisions, recorded
Ruled out, and why
9
- Wikipediareference work
- Google Playapp store listing
- Trustpilotuser generated platform
- Merriam-Websterowned or non editorial
- A vendor blogowned or non editorial
- A broker directorydirectory, 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. That is the difference between a number you present and a number you can defend: not that it is higher, but that every piece behind it can be taken apart in front of the client who is paying for it.
05 The method
Every number can be taken apart.
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.
The same page is the same page
URLs are normalised before comparison: lowercased scheme and host, tracking parameters stripped, fragment dropped, trailing slash removed.
One signal never merges two stories
A suppressing decision needs at least two corroborating signals. A headline with fewer than four content words cannot drive it.
The original is the earliest evidenced
The piece with the earlier publication date is the original. A missing date sorts last, so an unknown date cannot win by accident.
A date carries its own evidence
Every publication date is stored with where it came from and how precise it is. Cairn never invents one.
Time windows are part of the rule
Two URLs for one story on one site appear within hours. Pickup is allowed seven days. Beyond that, two pieces stay two pieces.
A refusal is not a zero
An unevaluated period says so rather than printing a percentage.
Reporting it as 0% would be a false statement.
Human decisions are append only
Every validation carries who made it and when. Undo is a new decision restoring the previous state. The earlier one stays.
The rules are versioned
Each stored judgement carries the ruleset version that produced it, so an older decision can be found and looked at again.
06 What Cairn does not do
The shortest list is the honest one.
Open any competing home page and the first figures you meet are estimated views, domain authority and audience reach. Not one of them survives a client asking how it was obtained. Cairn does not publish them. These are not features waiting to be built, they are decisions, and they are why this list is short.
- No guessing. If Cairn cannot recognise a publication it asks you. It does not assume, and it does not quietly exclude.
- No invented dates. An article with no stated date is left unknown, never given the day it was found.
- No score for a relationship. Duplicate judgements come from stated rules, not a similarity model you cannot argue with.
- No silent deletion. Excluded coverage stays visible with the reason printed next to it.
- No contact database. No journalist emails, phone numbers or personal profiles.
- No reach, no impressions. Neither can be proven. A figure you cannot defend in front of the client paying for it is not worth printing next to your name.
- No advertising value equivalent. The Barcelona Principles proscribe it and the profession followed. The home pages did not.
- No social listening, no paid media. Cairn measures earned editorial coverage and nothing else. A tool that measures everything measures nothing precisely.
- No overall score per piece. A score that folds ten judgements into one number hides all ten, and the one it hides best is the weakest.
07 Who it is for
Built for the person who has to defend the number.
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
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
Free for testers until 28 February 2027. The product is not a production service during that period, and we say so rather than discovering it together.
Cairn runs against a workspace you control. One workspace is one agency, and a separate workspace keeps another agency's coverage entirely apart.
08 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 | Standard | Premium | |
|---|---|---|---|
| Weekly collection, share of voice, monthly report | Yes | Yes | Yes |
| Provenance declared on every figure | Yes | Yes | Yes |
| One to three competitors per brand | Yes | Yes | Yes |
| Tone analysis | No | Yes | Yes |
| Collection depth, results per brand per pass | 40 | 160 | 700 |
| Share of available coverage actually read, stated in the report | Yes | Yes | Yes |
| Tier | 1 to 3 clients | Article quota | 4 to 10 clients | Article quota |
|---|---|---|---|---|
| Classic | 39 € | 1 500 / month | 89 € | 4 000 / month |
| Standard | 79 € | 2 500 / month | 179 € | 6 000 / month |
| Premium | 149 € | 5 000 / month | 329 € | 12 000 / month |
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. We would rather say that here than let you find out.
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.
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 €.
Monthly, in arrears, by transfer. No commitment, cancellable at any time for the end of the current month.
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.
09 Design partners
Coverage you can stand behind.
Early access for selected PR agencies and consultants. We are working with a small number of teams who report coverage to clients and want the figures to hold up.
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.