Purpose
The SIGNAL Brief is how reputation intelligence reaches the executive suite in a format they can act on. It replaces the dashboard export and the slide deck with a one-page document built around how executives actually make decisions — starting with the answer, then supporting it with context.
The SIGNAL Framework
S — Signal Detected
What changed? Be specific and quantified. Not "coverage is declining" but "Trust language declining 40% in regulatory coverage over 3 weeks." The signal is the trigger — make it undeniable.
I — Implications for Business
Why does it matter to Henrik specifically? Connect directly to the outcomes he's accountable for. "Pattern matches pre-crisis indicators; enterprise renewal risk if unaddressed." One or two sentences that answer: so what?
G — Gap Analysis
Where do you stand relative to competitors and your own historical baseline? "Competitor A gaining trust territory we held 6 months ago." This is where your MRS competitive data becomes evidence, not just background.
N — Narrative Recommendation
What story should the organization tell? Be specific and strategic. "Launch transparency campaign with proof points on governance" is actionable. "Improve trust" is not. Give Henrik something he can brief to his team.
A — Action Required
Who does what by when? Specific owners with specific deadlines. "Comms: draft messaging by Friday. Legal: review by Monday. CEO: approve by Wednesday." Vague actions don't get taken.
L — Lift Expected
What's the anticipated ROI of acting on this brief? Quantify where possible. "Proactive response prevents estimated $2–4M in renewal risk." This is your proof chain in advance — it builds credibility whether or not you turn out to be right.
Urgency Levels
- 🔴 Critical: Escalate immediately — same-day response required
- 🟠 High: Address this week — brief leadership
- 🟡 Medium: Monitor closely — include in weekly report
- 🟢 Low: Track for trends — monthly review