Let me start by declaring my interest. I designed this software. I did it this way because I believe it is the right way. So I am biased. You need to read this review in this light.

I have never believed that there is a need for consultants to give any kind of "independent assessment" of your coverage. I think that is so much snake oil.

I have always believed that the suggestion that there is such a need is a sign that you are trying to defend yourself against allegations of irrelevance. I have always been more confident than that about PR's contribution to the organisations using it.

The Cutting Edge^® can be used to justify your existence. But it is intended to be a part of a professional toolkit that helps you decide where your press relations time is being best spent.

So we made it a low-cost package that runs on your computer and lets you manage your press relations. How low cost? Well, the entry point is under £600.

The principle is that the software has a pre-loaded directory of UK newspapers, magazines and broadcast channels. Amongst other details on that directory is rate card ad value or, where the channel does not take advertising, a conservatively estimated equivalent value.

You enter the objectives for each of your PR programmes and then each cutting is self-rated as to how it helps or hinders each programme.

You express the results in one of nine different units, including editorial value (rate card weighted by tone of content). You discover which programmes are having an impact. You analyse which publications give you the best and worst coverage.

Evaluation reports just need to be accessible to non-PR managers and helpful to PR professionals. Nothing else matters. Evaluation should not be a meal ticket for consultants.