RepTrak and Onclusive Partner to Enhance Reputation & PR Data

RepTrak and Onclusive have announced a collaborative partnership, as stated by Onclusive’s CEO, Dan Beltramo, which will integrate corporate reputation monitoring with public relations analytics for the very first time.

Established in 2004, RepTrak assists organizations in evaluating their reputations – and those of their competitors – utilizing a database containing over 1 million company assessments gathered annually. Simultaneously, Onclusive, previously operating as AirPR, delivers a suite of solutions designed to assess the influence of PR and earned media coverage on a company’s financial performance.

Although these two areas may appear closely related, Beltramo explained that they traditionally represent distinct objectives for PR specialists, with RepTrak’s reputation data addressing gaps in Onclusive’s capabilities.

“Our expertise lies in PR analytics, specifically what I characterize as lower-funnel measurement,” he explained. “A key PR goal is determining whether efforts are leading to increased sales or downloads.”

By integrating Onclusive’s data with RepTrak’s insights, Beltramo indicated they are providing PR professionals with “a valuable benchmark for upper-funnel activities” – and for some organizations, enhancing reputation may take precedence over directly boosting sales: “For larger companies navigating complex challenges and longer sales cycles, reputation management is a primary concern for PR leaders.”

He further noted that, conversely, this partnership offers chief communications officers who previously focused on broader reputation metrics access to more immediate data and practical tools through Onclusive.

Beltramo also mentioned that the partnership will unfold in phases. Initially, the companies are focused on displaying Onclusive’s media analytics within the RepTrak platform. Ultimately, data flow will become bidirectional, with Onclusive’s team working to integrate RepTrak’s data into their system as well.

“I’m delighted that our collaboration with Onclusive will empower our customers with a more forward-thinking approach to reputation management, leveraging the RepTrak Platform to identify and address opportunities and risks, then delve into their media coverage for effective action,” stated RepTrak CEO Kylie Wright-Ford in a press release. “Given the rapidly changing media and cultural landscape, organizations require a comprehensive and precise data set to inform their decision-making.”