What we do
Comms Function &
Agency Diagnostic
A time-boxed, constructive assessment to surface structural issues in communications and enable leaders to fix them.
Internal team looks busy; agencies look productive - but outcomes aren’t necessarily improving, and nobody is incentivised to say “let’s stop doing this”. Many leaders suspect they’re paying a lot for comms but still don’t feel in control. They need a clear, independent basis to decide what to change, what to grow, what to stop.
What it is
A structured diagnostic of your internal comms function and external agency set-up.
Focused on root causes: capabilities, mandates, governance, incentives, measurement and ways of working.
Designed to cut through tactical noise and provide credible options.
Time-boxed, with firm caps to avoid turning into a sprawling review.
Built for a 2026 environment: scrutiny is high; confidence needs to be defensible.
Who it’s for
CEOs who sense misalignment but don’t have the signal/bandwidth to solve.
COOs / Chiefs of Staff who need comms to run with discipline and clear accountabilities.
Comms leaders who want a fair, independent assessment and reset - not a blame exercise.
Boards, CFOs, and procurement stakeholders who need clarity on what the organisation is buying - and why.
What you get
A clear diagnosis of what’s effective and what’s not
A concise view of the real constraints: mandate, leadership expectations, operating model, capability gaps.
A defensible view on the comms team shape and capability needs
What senior leadership should reasonably expect from their existing function - and what must change if more is required.
A hard-nosed assessment of agency advisers and incentives
Whether the current set-up rewards effectiveness or just retention and output.
A 90-day reset plan
Sequenced actions: what to stop, re-scope, decide, and implement first.
Practical options with explicit trade-offs
Credible paths forward, with consequences spelled out so leadership can choose deliberately.
A board-ready narrative for action
Language and framing that holds up under internal challenge, scrutiny, and procurement questioning.
How it works
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Define the needs and decision requirements to (renew agency, restructure, hire, reset expectations).
Rapid evidence and channels review (tight document set and time period).
Structured interviews across company, comms lead, key internal stakeholders, and agencies in scope.
Score capabilities vs mandate; map accountabilities, governance, and decision rights.
Diagnose agency model incentives, scope discipline, measurement, and ways of working.
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Produce options with trade-offs; stress-test what will and won’t work in practice.
90-day reset plan: sequencing of actions and trade-offs
Evidence-led and specific: we name the structural causes, not just symptoms.
Decision guidance and advisory capacity
[Optional] Agency Reset Workshops where required
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Principal-led: Tom Rayner conducts the core interviews and synthesis.
Fast turnaround on clarifications; minimal back-and-forth bureaucracy.
Written outputs are short, usable, and designed for internal circulation.
If the scope is too big, we narrow it to a targeted slice rather than pretend we can cover everything.
Typical moments we get pulled in
Agency renewal or “quiet dissatisfaction”: output is high, confidence is low.
Leadership change: new CEO / Chair / comms lead needs a baseline view quickly.
Post-incident exposure: the organisation felt slow, inconsistent, or overly reactive.
Cost pressure: you need a defensible rationale for keeping, cutting, or restructuring spend.
Persistent internal frustration: stakeholders don’t trust comms, so they route around it.
Claims and scrutiny risk: comms activity is outpacing proof, governance, or sign-off discipline.
Commercials
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Fixed fee, time-boxed diagnostic with explicit caps on interviews, agencies, and documents.
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Core Diagnostic (best fit for most): 3–4 weeks elapsed, capped interviews, and 1–2 core agencies in scope.
Extended Diagnostic: 5–7 weeks elapsed, broader stakeholder set, and up to 3–4 agencies in scope.
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Board/ExCo readout pack, agency reset workshop, 90-day counsel bridge.
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Single project, no lock-in. Any follow-on work is explicitly re-scoped.
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Principal-led, limited bandwidth, scheduling agreed upfront.
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Kick-off (60–90 mins)
Documents request
Interview list locked
Timetable set
First synthesis checkpoint within the first week
What it’s not
Not an agency pitch or procurement process. We can recommend and define what good looks like; running a pitch is separate scope.
Not an HR performance process. We assess capability needs and structural fit; we do not run individual performance cases.
Not an unlimited audit. We do not review every team, market, or agency in complex global set-ups; we define a targeted slice.
Not a comms strategy project in disguise. Diagnosis first; strategy can follow if genuinely required.
Not soft reassurance. The value is clarity and trade-offs - even when uncomfortable. Comms problems don’t always sit with the comms team.
Explore our other services
Retained Strategic Communications Counsel
Ongoing access to senior judgement, strategic perspective, and decision support. Advisory-led. Flexible. Non-operational.
Strategic Narrative & Positioning Project
A focused project to clarify, reset, or strengthen organisational narrative and positioning in the context of commercial reality, sustainability ambition, and market expectations.
Private Market Transactions
Investor-grade positioning for private PE exits – making your portfolio company look and sound like the investment case, and drive interest under diligence scrutiny.
Get in touch
Please get in touch if you would like to know more about our offering.
We will be happy to discuss your context and whether our advisory approach is right for you.