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Book: Tools

The Reputation Intelligence Toolkit

Free with every copy of Reputation Intelligence

Nine interactive tools to implement the frameworks in this book. Open any tool in your browser, fill it in, and print or export your results. No software required.

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Work through the tools in order the first time

Discover

Tools 1–4

Who needs what
intelligence, and why?

→

Measure

Tools 5 & 9

Score, aggregate,
and track over time.

→

Communicate

Tool 6

Brief the executive.
Act on it in hours.

→

Prove

Tools 7 & 8

Document decisions.
Build the career case.

● Discover

Tools 1–4: Build the Foundation

Who needs what intelligence, and why? Without this foundation, everything downstream is guesswork.

1

Discover

Persona-Based Insights™ Builder

Chapter 4: Persona-Based Insights

Walk through four structured steps — Business Priority, Persona Canvas, Signal Definition, and Agile Statement — to capture everything you need before building your intelligence program.

Launch Tool →

2

Discover

Priority Markets Map

Chapter 4: Persona-Based Insights

Score and tier your markets based on strategic value, narrative priority, risk level, and media ecosystem quality — producing a clear, defensible resource allocation.

Launch Tool →

3

Discover

Media Weighting Matrix

Chapter 4: Persona-Based Insights

Translate your PBI conversation into a ranked, tiered outlet list that feeds directly into your MRS Source Authority scores. Build one matrix per persona.

Launch Tool →

4

Discover

Competitor Influence Scorecard

Chapter 4: Persona-Based Insights

Identify which competitors most strongly shape the conversation in your space and calibrate monitoring intensity — so you're watching the right battles.

Launch Tool →

● Measure

Tools 5 & 9: Quantify the Reputation

Score, aggregate, and track over time. These two tools work together — one scores articles, the other rolls up the numbers.

5

Measure

MRS Scoring Guide

Chapter 5: Media Reputation Score

The operational manual for scoring articles and calculating your MRS. Covers all six scoring dimensions with rubrics, a live article scorer, pillar definitions, and the tagging workflow that keeps the system running.

9

Measure

MRS Roll-up Calculator

Chapter 5: Media Reputation Score

Aggregate article scores into a weighted overall MRS, pillar-by-pillar breakdowns, month-over-month trends, and competitive benchmarks — the core numbers that go into every SIGNAL Brief.

● Communicate

Tool 6: Brief the Executive

Intelligence that doesn't reach the executive in a format they can act on is just data with better packaging.

6

Communicate

SIGNAL Brief Template

Chapter 6: The SIGNAL Framework

Walk through all six SIGNAL components, generate a live preview of your completed brief, and produce a print-ready document for delivery. Write the Executive Summary last — place it first.

Launch Tool →

S

Signal Detected — What changed, specific and quantified

I

Implications for Business — Why it matters to the executive

G

Gap Analysis — Where you stand vs. competitors

N

Narrative Recommendation — What story to tell

A

Action Required — Who does what by when

L

Lift Expected — Anticipated ROI, quantified where possible

● Prove

Tools 7 & 8: Show the ROI

Proof is what separates a strategic advisor from a service provider. Document decisions. Build the career case.

7

Prove

Proof Chain Builder

Chapter 6: The SIGNAL Framework

Capture the complete signal-to-outcome sequence — what you detected, what you recommended, what decision was made, and what happened. One documented Proof Chain is worth more than a year of dashboards.

8

Prove

90-Day Implementation Roadmap

All Chapters

Translates the full methodology into a week-by-week plan with Go/No-Go checkpoints at the end of each month — Foundation, Build, and Deliver — so you build the right things in the right order.

Reputation Intelligence by Dr. Evan D. Escobedo

Get the full framework

Every framework, case study, and methodology behind each tool — in one complete guide for communications leaders ready to move from data provider to strategic advisor.

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