Three practitioner credentials, one for each framework in Reputation Intelligence. Each is earned on graded work for a real stakeholder and reviewed by us against a rubric published on this page. No exam to memorize. No platform to buy.
The method runs in order: discover who the reporting serves, measure the coverage against what they need, then turn the score into a decision. Each credential certifies one step.
You submit a full Persona-Based Insights® scope for a real stakeholder: the persona statement, the reputation drivers and their weights, priority markets, source authority and the competitive set.
You submit a scored set of at least 40 stories across a brand and two peers, rolled up to a Media Reputation Score® weighted to a PBI® scope, with a one-page read of the gap that matters most.
You submit a SIGNAL brief built on an MRS® finding, the proof chain behind it and a 90-day roadmap. The test is whether it would change a decision on Monday morning.
Added to your practitioner number when you hold all three credentials. It certifies the whole chain, from the stakeholder's decision to the score to the action, the way the book lays it out. Each practitioner credential also stands on its own.
Every enrollment starts with a copy of Reputation Intelligence, sent to you, along with the Participant Guide. The book is the curriculum: everything the review asks for is in it.
Use the open tools on this site or your own templates, on a real stakeholder. There is no cohort and no class schedule. Your organization's data stays with you: anonymize anything confidential.
Send your saved tool files with a cover note of up to 500 words explaining the choices you made and why.
We score every criterion and send written feedback within 15 business days. If a criterion is not met, one revision is included.
Your first credential gives you a practitioner number that is yours for good, with a certificate, a digital badge and a listing in the public registry. Each credential you earn after that is added to the same number.
The same standard the method holds a report to: if you cannot trace it, it does not count. Every criterion has to be met. We grade judgment, not formatting.
| Criterion | What passes |
|---|---|
| Persona statement | Completes “As a [role], I need [signal], so that I can [outcome]” for a real stakeholder, and the outcome is a decision that person is trying to make, not awareness or sentiment. |
| Reputation drivers | Three to five narratives the business must win, weighted to add up to 100, each traced to what the stakeholder needs. |
| Priority markets | The markets where the competitive battle is fought, ranked, each with a reason. “Global” does not pass. |
| Source authority | Outlets tiered for this stakeholder, with the rule that sets the tiers stated, so a tier-1 story on a priority driver outweighs ten in tier 3. |
| Competitive set | Three or four companies contesting the same narratives, each justified. Not the whole industry. |
| Scope a team could quote | Someone else could build the first measurement period from your work without asking you a question. |
| Criterion | What passes |
|---|---|
| Built on a PBI® scope | Drivers, weights, outlet tiers and peers come from a PBI® scope, yours or one submitted with this work. |
| Article scoring | At least 40 stories across the brand and two peers, each scored on Sentiment, Distinction, Authority and Amplification with the Scoring Guide. Syndicated copies folded into one story. |
| Screening | Passing mentions identified and handled. The company is the subject of the claim, not merely present on the page. |
| Roll-up | Pillars roll into drivers and drivers into one score, weighted to the PBI® priorities. Volume enters nowhere. |
| Benchmark | The brand read against its peers driver by driver, with the gap that matters most named. |
| Traceability | Every figure links back to the article behind it. Estimated figures are marked as estimates. |
| Criterion | What passes |
|---|---|
| A real decision | Names a decision someone is trying to make, and who is making it. |
| Owner, cost, expected lift | All three, with the assumption behind the expected lift stated plainly. |
| Proof chain | Runs from activity to outcome and identifies the earliest link that is failing. |
| Narratives kept separate | The drivers are read separately before they are combined, so an average does not hide the one that decides a bad day. |
| 90-day roadmap | Owners and dates for the next 90 days, in the order the method runs. |
| Where did that come from? | Every figure in the brief traces back to MRS® work and the article behind it. |
Each criterion is marked Met or Not yet, with written feedback. A credential is awarded when every criterion is met.
Five practitioners, by invitation, are earning the first credentials and testing every step of the process with us. They will be listed in the registry below as they finish. Enrollment opens to everyone in January 2027.
We will email you when enrollment opens in January, with the submission guide, before anyone else hears about it. Joining the waitlist commits you to nothing, and nothing is charged until you enroll.
Certifying an insights or communications team together? Start a conversation. Team reviews can run alongside a PBI® session on your own stakeholders.
Founding Practitioners will be listed here as they earn their credentials, starting in December 2026: practitioner number, name, credentials held and the year each was earned. Numbers 001 to 005 are reserved for the Founding Practitioners.