Stage 3 of i.d's consulting methodology: situational analysis
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
Where you want to be, how far you have to go. First find the baseline. What are the topics in play today across your most important media sources? What's their negativity or positivity on each issue - and are any of them openly advocating or opposing your own products or services? Knowing this lets you decide where to focus your efforts.
But knowing where you stand is only half of it. A situational analysis puts you in context with your peer group. Telling you - on each issue - where you stand versus your competitors. Charting your strong points against their weak. Exposing gaps you can lever into competitive advantage. And uncovering opportunities that merit fresh resources.
The last part adds the fourth dimension. Seeing how sentiment waxes or wanes with time can drive greater understanding. If your principal peer's above you but falling fast, you might re-allocate resources to another battle. Or decide it's time to go in for the kill. i.d maps the territory.
See how a situational analysis works for the sectors below, or go forward to Stage 4: campaign creation.
Customer quotes
"It's a valuable addition to the communications tool kit providing powerful reporting and planning information" - Deborah Rodger, Head of Communication and Programmes, Thus plc
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i.d's approach >>
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