Navattic or Storylane for a PR Coverage Dashboard Demo

For most PR and communications agencies, it's a coverage tracker: press mentions, sentiment, share of voice against named competitors, maybe a media list showing which reporters you've pitched. That's the artifact worth building an interactive tour around, since it's the thing a client will actually log into once retained. If you run more than one kind of engagement, such as media relations alongside crisis communications, pick whichever the majority of your pipeline is built on, and leave the other for a separate conversation on the call rather than trying to represent both inside one dashboard tour.

You can, and many agencies do. The advantage of a self-serve tour is that a prospect comparing three agencies can revisit it after the call, forward it to a CMO who wasn't on the meeting, and form an opinion on their own time. That matters in PR pitches, which often involve more internal stakeholders than the original call included. It also gives a prospect who is naturally cautious about vendor pitches a way to explore at their own pace, without feeling pressure to react in real time to whatever you're pointing at on the shared screen.

No, and it shouldn't have them. Build a fictional brand's coverage timeline with placeholder outlets and generic sentiment scores. Using a real client's press mentions, even a past one, in a public sales tool risks a conversation you don't want to have with that client. Some agencies build a composite fictional brand loosely inspired by a mix of past clients rather than any single real account, which can feel more credible than an obviously generic placeholder while still avoiding the confidentiality problem entirely.

Build the demo brand with these rules:

• Create a fictional brand's coverage timeline using placeholder outlets and generic sentiment scores.
• Leave out real client mentions, including past clients, since a public sales tool can trigger a conversation you don't want with that client.
• Consider a composite fictional brand loosely inspired by a mix of past clients rather than any single one.
• Review each screen for anything traceable to a real engagement before you publish.

Both let you capture and edit dashboard screens into a guided click-through without engineering help, so either can produce a working tour of a media monitoring tool. The practical difference an agency should test for is how each handles a dashboard that updates constantly, since coverage dashboards change with every new mention, and confirm directly with each vendor how much manual rework a routine screen update takes. Neither vendor's general marketing claims settle this for your specific dashboard, so build the same small piece of your real coverage tracker in each platform's trial and judge the two on that, not on their sales pages.

The most common failure is describing the dashboard in words during the pitch, then having the client open the real thing after signing and finding it less intuitive than the pitch made it sound. A tour forces you to confront that gap before the client does, because you have to build the actual screens instead of describing them. Catching that gap early, before a client's first login, costs you an uncomfortable afternoon of rebuilding a few screens. Catching it after a client's first login costs you a harder conversation about why the pitch didn't match reality, at a point in the relationship when trust is still being established.

A dashboard tour shows how you report on results, not how you'll secure them. Some agencies let the polish of the demo imply a level of guaranteed coverage that PR work can't honestly promise, since media placement depends on factors outside any agency's full control. Keep the language around the tour focused on transparency and process rather than outcomes.

For a smaller agency competing against larger, more established firms, a working tour can close some of the perceived gap in polish. For an established agency with strong referral flow, the tour matters less, since most prospects already arrive with confidence in the agency's reputation. Weigh the effort against how much of your pipeline currently comes from cold outreach versus referral.

Send the tour to a handful of recent prospects who didn't convert and ask directly whether seeing the dashboard earlier would have changed anything about their decision. That kind of direct feedback is more useful than guessing at the tour's impact from pipeline numbers alone, especially in a sales cycle with relatively few deals to analyze statistically.