Stage 1 of i.d's consulting methodology: gathering information
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.
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.
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.
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.
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
Finance & Investment
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.