VISIBILITY-TO-INFLUENCE™
Measure the progress communications are meant to create.
A practical framework connecting visibility, authority, engagement and influence to communications and business priorities.
Activity metrics matter, but they are not the destination. The Visibility-to-Influence framework helps clients understand whether communications are reaching the right people, building credibility, prompting engagement and contributing to meaningful action.
Visibility-to-Influence™ Framework
VISIBILITY
Are the organization, expertise and messages being found?
We assess presence and reach across earned media, social, search, AI platforms, websites, events and other priority channels.
Measures may include relevant reach, share of voice, discoverability, search visibility, media presence and audience exposure.
AUTHORITY
Is your organization earning credibility and recognition?
Authority reflects whether priority audiences associate your organization with the expertise, issues and proof that differentiate it.
Measures may include quality of coverage, message pull-through, executive visibility, topic ownership, citations, backlinks and stakeholder perception.
ENGAGEMENT
Are priority audiences responding and participating?
Engagement shows whether communications are useful enough to prompt attention, interaction, discussion or deeper exploration.
Measures may include content engagement, event participation, employee response, customer interaction, social behavior and website actions.
INFLUENCE
Is communications contributing to preference and action?
Influence connects communications to the decisions and behaviors your organization needs to affect.
Depending on the objective, indicators may include specification, advocacy, qualified interest, recruitment, sales support, investment confidence, reputation movement or organizational adoption.
MEASURE, INTERPRET AND IMPROVE
Reporting should help leaders decide what to do next.
We combine data from relevant tools and channels with strategic interpretation.
Dashboards and reports highlight progress, gaps, emerging risks and practical recommendations for optimizing the program.