Golin Launches The Executive Impact Matrix

Interpublic-owned data-driven PR agency network Golin has launched 'The Executive Impact Matrix', to measure the business effect of 'thought leadership'. The matrix will be rolled out globally after a pilot period in Asia Pacific.

Designed to determine a business leader's overall standing against industry peers, the new matrix develops an 'executive impact' score that uncovers the areas to focus on when developing a communications strategy to build an exec's reputation. The tool is based on fourteen business values - identified using input from business leaders, along with secondary research from academic and business intelligence papers and Golin's existing data and analytics platforms - to analyse leadership qualities. These business values comprise three areas: 'Business Fundamentals' that drive revenue, including business performance, customer focus and employee development; 'Foresight', covering technical initiatives such as digital transformation; and 'Connection', which includes values that demonstrate that brands and their leaders are 'in touch', including DE&I (diversity, equity, and inclusion).

Matrix are designed to measure favourability and sentiment towards an executive and their level of influence, and leadership factors that affect decision-making and business performance against peers. The Executive Impact Matrix has been developed by the agency's Creative Intelligence team in Singapore, where Director of Strategy Andrea Tesorero (pictured) explains that the tool enables the agency to see where individual client execs are doing well and where they are lagging, to determine the type of stories needed to promote and position them.

The beauty of this for the agency team is that we have a starting point to scope out the communications programme. We know how much work we need to do, how much money we will be asking for, and that we can track our progress on whether we have positioned that executive as a market leader aligned with their business values,' Tesorero adds.

Web site: www.golin.com .