Brand & Media: managing your image in the media
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.
Services i.d offers to media professionals include:
- Media research and analysis
- Custom news trackers
- Stakeholder polling
- Competitive benchmarking
- PR project management
- Brand auditing
- Press Office support
- And, of course, MediaDashboard
Thought your brand belonged to you? Think again. You're its steward, but ownership resides with your audience. Understanding their perceptions about your organisation, products, and services is key to maximising brand equity's value-add. And that's where i.d comes in.
Every product and service you offer makes someone think. They'll talk about, write about it, and remember it - from professional journalists to bedroom bloggers. The strength of those opinions can be measured. And if you can measure it you can maximise it.
But it's not about counting what you measure, it's about measuring what counts. From a million media sources there might be fewer than twenty influencing your key audiences. With i.d at your side you can see where resources are best allocated and what actions will be most effective. All contributing to one goal: making your profile among the media - and therefore your target audience - ever more positive.
Customer quotes
"MediaDashboard is a useful tool for analysing the media and the ability to track sentiment by journalist or commentator is excellent." - Robert Morgan, Corporate Communications Manager, Cadbury, Cadbury
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.