How a PR Coverage Report Is Structured

3 min read · Updated July 2026

One Structure, Built for You

Every new report is assembled the same way, automatically, in a deliberate "story-first" order: client branding, cover, contents, executive summary, AI visibility, SEO authority, key excerpts, one press-highlight slide per article, an appendix, and a closing slide.

That ordering isn't arbitrary — it leads with your client's brand and the headline takeaway before it gets into article-by-article detail, so a reader who only looks at the first few slides still gets the story.

What Each Section Does

Client Branding / Cover — the client's logo and your best coverage image, first thing a reader sees
Contents — a quick map of what's in the deck
Executive Summary — the AI-generated takeaway, editable, plus optional Estimated Media Value
AI Visibility & SEO Authority — how the coverage performs in AI search results and its SEO strength
Key Excerpts — pull-quotes from the coverage, one journalist/publication view
Press Highlights — one slide per article, with screenshot, domain authority, reach, and sentiment
Appendix — a paginated coverage index (12 items per page) so nothing gets lost off-slide
Closing — sign-off slide

Adapting It Per Report

You can't currently save a custom structure as a reusable template — every report starts from the same default. What you can do is quickly reshape the one you're looking at:

Hide sections you don't need. Hover a thumbnail for the eye icon, or use the Slide tab's "Visible in report" toggle. Hiding keeps the data — nothing is lost if you change your mind.
Delete what you'll never use. Select 2+ thumbnails (Cmd/Ctrl-click, or Shift-click for a range) to reveal a bulk toolbar with Hide and Delete.
Reorder by dragging the thumbnail's drag handle.
Add something new from the Insert tab — a Custom slide with your own text, image, or link blocks.

Working This Into a Routine

For agencies: Since the structure resets each time, build a habit instead of a template — decide up front which sections you hide for monthly retainers versus launch campaigns, and repeat it.

For in-house teams: Start from the default deck as-is. Once you know what your stakeholders actually read (check the Activity feed — see the Metrics guide), hide the sections that don't get opened.

The golden rule: Keep Cover and Executive Summary visible in every report. Everything else is a judgment call.

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