How We Think
Start with the business.
Effective communication begins with understanding the business and how its stakeholders see it.
- 01
Business Reality
What is true about the business today?
We begin with its strategy, customers, performance, leadership and ambitions. Communication must reflect the business it represents.
- 02
Stakeholder Perception
How do stakeholders currently see the business?
We examine how customers, employees, investors and other important stakeholders understand the business, including where their perceptions may be incomplete or outdated.
- 03
The Reputation Gap
Where does reality differ from perception?
We identify what needs to change. Some gaps require clearer communication. Others require business action before communication can credibly help.
- 04
Reputation Objective
What should the business be known and trusted for?
We define a specific reputation objective that can guide communication decisions and be supported by credible evidence.
- 05
Communication Choices
What should be communicated, by whom and when?
We determine the appropriate voices, messages, channels and sequence. Communication must serve the business objective and be supported by evidence.
The strongest narratives are supported by business proof.
Good counsel connects what a business says with what stakeholders can see, experience and verify.