Why you Need a 5 Step Thought Leader Audit


The Caracal Global Five-Step Thought Leader Audit is an ideal tool to properly analyze your communications and content as well as create a foundation and process for ongoing success.

Step 1: Vision

We start off by asking the client to describe the vision for their communications and how they differentiate themselves from their competition. From there we ask the client to identify their favorite communications projects, media campaigns, and marketing efforts - both internal and external.

Step 2: Personification

After we establish the goals, we go through several exercises where we ask the client to personify their communications or advocacy.

Step 3: Outline Concepts

Caracal Global goes back to the office where we sketch and develop an outline based on a collection of ideas, scraps, aha moments, concepts, theories, and possibilities captured and fosters over our 3-hour conversation.

Step 4: Score + Grade

Utilizing Caracal Global’s unique 100 point scoring system, we audit the client's current state of communications by looking at the four pillars needed to be successful and impactful: social + digital, offline engagement, owned media, and buzzworthy reputation.

Step 5: Present a path forward

Caracal Global presents its audit findings, as well as identifies the most impactful ideas based on the aspirational vision and personality of the client's communications matched against the realities of the client’s current tools, talent stack, staffing, commitment, and budget.

Marc Ross

Based in Washington, DC, I specialize in thought leader communications and global public policy for public affairs professionals working at the intersection of globalization, disruption, and politics.

Clients hire me to ghostwrite, engage influencer networks, manage media relations, produce events, audit their communications infrastructure, consult on hiring, provide issue briefs and news generating talking points, as well as manage end to end communications projects where I assume a role of project leader and general contractor.

I work independently but provided access to a substantial global network of collaborators with expertise in websites, graphic design, audio, video, polling, data analytics, and research.

Using the latest tactics of an American political campaign with expertise shaped by being a practitioner of global business communications, I help clients tell their story and build trusted relationships with all necessary stakeholders.

Successful communications are all about STOCK = strategy, tactics, organization, consistency, and know-how.