How we earn authority
The rules of influence have changed.
Today, brands Earn Authority not only through the trust of people and the endorsement of media, but also by becoming sources AI systems choose to reference.
Here’s how we help organisations earn it.
How we help brands earn authority
The IDEAS Engine is our proven process for helping brands earn authority.
Investigate
Identify where you can win.
Real-time cultural, competitive and audience insights to shape strategy for humans + machines.
DEVELOP
Define what you stand for, what you can credibly own and what makes your perspective worth listening to across channels, campaigns and audiences.
EXECUTE
Put your ideas into the world.
AI-enhanced delivery across the right mix of earned, owned, paid, influenced and events.
ANALYSE
Measure what matters.
We track what’s working, from reputation and visibility, to earned authority growth and business impact.
SUSTAIN
Build Authority over time.
Always-on retained support that maintains momentum, sharpens narrative and builds authority over time.
Media coverage is easy to count. Authority isn't.
The Earned Authority Index measures what traditional PR metrics can’t. Rather than simply tracking activity, it measures the strength of your authority within your category and how it evolves over time.
By assessing visibility, relevance, trust and advocacy, it gives you a clearer picture of whether communications is making your organisation more discoverable, more influential and more likely to be chosen.