Why constructive disruptors earn more attention than most business leaders.
The biggest determinant of how much media attention an individual will get is impact. For earlier…
Pillar 05 · Narrative
Radar
Keeps your eyes on what is changing in your industry.
The way you keep watch on what is happening around you, so your stories have a reason to be told now.
Radar is the method’s timing and topicality engine. It has two halves: choosing which topics the spokespeople should own, and monitoring those topics daily.
Where SWOT looks inward at how a business can adapt, PEST looks outward at forces a business cannot control but must plan around. A story with no external peg gets no traction. Radar is the supply of pegs.
Taking a qualified point of view on the right topics is what moves a spokesperson from a commentator adding noise to a respected thought leader, and lifts the organisation’s profile by proxy. A spokesperson who comments on everything owns no territory and builds no authority.
Timing is the whole point. A trigger reacted to a week late is dead.
Four lenses, two agendas
- Political and Economic set the news agenda
- Dated, reactive talking points: legislation, the budget, regulators, company results, M&A. Used for fast newsjacking, reacting inside the window.
- Social and Technological set the features agenda
- Megatrends journalists return to: remote working, sustainability, AI, privacy. Used for planned thought leadership, building ahead.
- Owned triggers
- Three to five topics per spokesperson, filtered for values alignment, credibility, available data, and differentiation. If everyone already agrees, it will not stand out.
