← Back to Command Center
Methodology
How the Prism Visibility Index is constructed, scored, and interpreted.
40%
Media Coverage
Volume & quality of editorial mentions across Tier-1, Tier-2, Trade & Digital publications. Mentions are tier-weighted (Tier-1 ×3, Tier-2 ×2, Trade ×1.5, Portal ×1).
25%
Awards & Recognition
Verifiable industry awards, international recognition & leadership features. Pay-to-enter awards are flagged and de-weighted.
15%
PR & Analyst Mentions
Inclusion in analyst reports (Gartner, Forrester, IDC, etc.), market benchmarks & conference panels.
10%
Leadership Visibility
CEO / founder / spokesperson media profiles, keynotes, thought-leadership features and list inclusions.
How scores are calculated
- Pillar weightingMedia 40% · Awards 25% · PR & Analyst 15% · Leadership 10% (the remaining 10% is reserved for qualitative adjustments calibrated to category context).
- NormalizationEach pillar is index-normalised so the top performer in the competitive set = 100. The composite score is the weighted sum across pillars, also capped at 100.
- Measurement basisMedia: tier-weighted by publication class. Awards: category-weighted by award type. PR & Leadership: count-based with qualitative review for noise (low-quality lists, duplicate mentions).
- Research groundingEvery claim is grounded by web search against the brand's selected publication list. Sources are stored with each mention/award/citation so the deck is independently verifiable.
Score interpretation
| Score | Interpretation | Typical profile |
|---|---|---|
| 85–100 | Dominant visibility | Tier-1 leaders with established PR |
| 70–84 | Strong with 1–2 gaps | Strong Tier-1 or high-performing Tier-2 |
| 50–69 | Moderate, not leading | Mid-tier with inconsistent PR activity |
| 30–49 | Below-average | Limited PR investment or transition phase |
| 0–29 | Minimal visibility | New entrants or PR-deprioritised brands |
Critical caveats
- Scores are relative to the competitive set — not absolute universal benchmarks.
- Tier context matters: a Tier-2 brand scoring 55 against Tier-1 peers is performing differently than a Tier-1 at 55.
- Trajectory (YoY change) is often more actionable than absolute score.
- Negative coverage is excluded from volume scoring but reported qualitatively.
- Pay-to-enter awards are flagged and de-weighted in the Awards pillar.
- Research is grounded against the brand's chosen publication and source list.