Authority Delta
For many B2B companies, there’s a meaningful gap between the expertise they possess and the authority they’re recognized for in the market. We call that gap the Authority Delta.
PR Return’s Authority Delta methodology examines that gap and identifies opportunities to turn more of your organization’s expertise into credible visibility, third-party validation and recognized market authority.
Expertise alone doesn’t create authority
Organizations can have exceptional people, valuable experience and genuine insight without receiving public recognition for any of it. Their executives may rarely contribute to industry conversations. Their expertise may not reach the media or analysts. Competitors may be more visible on issues where they have no greater claim to expertise.
The result is an Authority Delta: a gap between the value an organization brings to its market and the authority the market attributes to it.
Closing the Authority Delta
Closing the gap starts with understanding where authority already exists and where promising opportunities are being missed.
We look at how an organization and its leaders are showing up across the channels that shape market perception: earned media, thought leadership, analyst engagement, awards and other forms of credible third-party recognition. We also consider the expertise and perspectives the organization has to offer, and how effectively those assets are being translated into external authority.
The goal isn’t visibility for visibility’s sake. It’s to identify the opportunities that can most credibly strengthen how well the organization is known and understood.
PR Return’s Authority Delta Assessment takes a focused look at your organization’s current market visibility, sources of third-party credibility and untapped expertise. We identify meaningful gaps and opportunities and provide practical recommendations for turning more of what your organization knows into recognized authority.