Wise Counsel

Wise Counsel Matrix™ 

The Wise Counsel Matrix™ is a proprietary methodology used to assess the strengths and weaknesses of planned public relations and communications activities, campaigns and projects.  It is an approach which benefits from the specific background and experience of the consultancy’s partners; based on a fresh analysis of program objectives and filtered by our understanding of target audience expectations and other market influences.


Whether undertaken as a second opinion or facing a blank page, the Wise Matrix TM can design effective programs and confirm, adjust or revise existing communications initiatives so as to more likely lead to the desired outcome.


  • Too often, communications are done at a time and in a way “because they have always been done that way.”  But the fast-changing social universe and always-on media can make an even seemingly routine action like issuing a quarterly earnings release or modest corporate announcement a cause célèbre.  The result can expose a company to criticism from a new angle.


  • Too often, communications are overly cautious or too bold.  Rather than invite questions, companies often softly announce a deal or partnership.  Our view is that questions can be an advantage in making outcomes more directed and apparent.  At other times, management may want more attention than an announcement can substantiate.


  • Too often, communications are driven by the needs of the company to the exclusion of the expectations of the market or without considering the effect on extended global markets.  The Wise Counsel Matrix™ seeks to align corporate needs and market expectations, based on an understanding of the weighted effect of seven (7) specific factors:


           1. Management goals and objectives

           2. Financial and regulatory constraints

           3. Competitive market actions

           4. Value chain partners’ standing

           5. Information channel needs

           6. Customer and market expectations, both immediate and extended

           7. Response triggers embedded in the program, campaign or project



We begin by generating a score, on a scale of zero to 100, of the likelihood that the communications will result in the desired outcome.  This score can be affected by adjusting elements revealed as weak or strong in the assessment.  That assessment includes:


  • A statement of the situation

  • An analysis of the financial risk, couched in terms of potential market (revenue) losses and liability, broken down by centers of interest and with an estimation of the Response Time Implications or “RTI,” whether fast, slow or persistent.
  • An analysis of the Media Risk, including the a measure of its viral potential and social media effect.


A set of recommendations are then drawn to move the Wise Counsel Matrix™ needle.  Each counselor brings to bear a specific communications focus – we call them, “Centers of Interest.”  Whether financial, political, demographic, global or industry-specific, Wise Counsel Centers of Interest allow us to recommend a tactical path to move an audience segment towards intended action, move frame of mind from negative or neutral to positive. 


The result is a stronger program, with a higher potential for success, where actions are aligned with management goals and objectives, and market expectations more likely met.