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.