Stage 1 of i.d's consulting methodology: gathering information
1
Information
Gathering
Numbers matter - if they're the right numbers. i.d's fivefold consulting methodology starts with a deep dig into your communications objectives and their effect on the volume and tone of your media coverage.
All of which leads to solid facts and figures and a sound basis for decisionmaking.
2
Message
Development
What's your story? Stage 2 works out how to tell it. A matrix of messages that covers every concept you want out there. Imagine a landscape of ideas describing the perfect you
with every topic backed by its importance across your peer group. i.d plots every twist.
3
Situational
Analysis
Where you are now, contrasted with where you want to be. That's Stage 3: finding the baseline and working out how to raise the bar.
Charting influential journalists, respected commentators, and opinion leaders - for every key message. Is your PR releasing its potential? i.d unearths opportunities.
4
Campaign
Creation
When you know where you're going, you can work out how to get there. In Stage 4 i.d works with you on strategy, shaping those messages into their most effective forms.
And defining the delivery channels where they'll work hardest. Making sure your audience hears you.
5
Results
Analysis
What worked? And why? The last stage of i.d's methodology casts a critical eye over the KPIs and KSFs foremost in your business strategy, a set of handpicked metrics.
All in order to decide actions. Make changes. And then apply them to the next cycle.
To see how each stage of i.d's consulting methodology applies to the main sectors we work with, click here.
Brand & Media
1 Information gathering
2 Message development
3 Situational analysis
4 Campaign creation
5 Results analysis
Finance & Investment
1 Information gathering
2 Message development
3 Situational analysis
4 Campaign creation
5 Results analysis
Governance/Reputation
1 Information gathering
2 Message development
3 Situational analysis
4 Campaign creation
5 Results analysis
Which conversations do you need to join? You may have a grab-bag of communications objectives spanning different product lines, brand positionings, and business units. Whether you're aiming at a niche segment or a mass market, i.d can put each of your goals into context, with useful numbers.
For each area you want to influence, you'll see some quantitative information: level of coverage, number of media mentions, connected topics and those names that keep coming up. (Much of which can be derived from your clippings database.) If you have the data; i.d has the tools.
Or if you're entering a new market, i.d can start from first principles, taking the pulse of a thousand news sources and listing all topics where you need to be mentioned in the same breath. It can be as simple as a single-day snapshot trawled from the newsfeeds, to a six-month project led by an experienced consultant.
Your marketplace is a mass of information: daily newspapers to quarterly reports, business press to social blogs. Stage 1 decides which conversations to take part in.
See how information gathering works for the sectors below, or head for Stage 2: message development.
Customer quotes
"i.d's journalist database and coverage analysis helps us ensure we are covering and prioritising the key media opinion leaders in the sector." - Michael Golding, Global Press and Analyst Relations Manager, Wall Street Systems
News >>
See what i.d clients are saying about our media tracking and analysis services, in their own words.
i.d's approach >>
See how we do it, with a look at i.d's fivefold consulting methodology.
Case studies >>
Like to see some proof points? Click here for i.d's latest cases, white papers, and testimonials.