Communication02 / 03

Optimise your leaders' voice, subject by subject.

How your executives are heard next to their peers, on which subjects their voice earns attention, and where it adds noise.

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By the Licter analysis team · Updated 7 October 2026

What you get

Share of voice per spokesperson, topic by topic, against a peer set.
The map of subjects where the voice is expected, and those to avoid.
The relays that amplify their messages.

Trusted by 50+ organisations · 160+ projects since 2022

The question we get

“On which subjects is our leader credible to the public?”

Today, you seeWhat is missing

Your leader's follower countThe subjects they are expected on
Posts that fall flatWhere their voice carries, and where it is noise
A feeling about competitorsA measure against a peer set

What you receive

Share-of-voice map

We start from the subjects on which your leader is credible, not the ones they would like to own. We measure their share of voice subject by subject against a peer set chosen with you, and look at who relays their messages. The result is a speaking plan, not a ranking.

Share of voice per spokesperson, topic by topic, against a peer set.
The map of subjects where the voice is expected, and those to avoid.
The relays that amplify their messages.
A six-month speaking plan.

Get a real case of this kind

Share-of-voice mapShare of voice by theme, 90 days

Spokesperson	Innovation	Jobs	Regional industry	Climate	Results
Your CEO	9 %	31 %	28 %	6 %	12 %
Peer A	34 %	8 %	4 %	22 %	18 %
Peer B	29 %	6 %	3 %	18 %	25 %
Peer C	22 %	10 %	2 %	30 %	14 %

Your CEO is expected on jobs and regional industry, where peers are absent.

Source: LinkedIn, X, press · 12,400 statementsLicter · p. 6 / 22

How it runs

Day 0Framing
We agree the peer set and the strategic subjects with you.
Day 3Collection
We collect the statements and what they got people saying, over twelve months.
Day 7Analysis
An analyst measures share of voice and tone, subject by subject.
Day 10Decision
We propose an editorial plan: which subjects, which formats, which relays.

Indicative timings for a first read; continuous monitoring starts as soon as framing is done.

What we read

LinkedIn
Business press
X and podcasts
Peer set

They talk about it, and a typical case

54:27 “A reputation is destroyed in seconds.” AXA · Z. Gebran

Typical case · illustrative figures

A CEO posts every week about innovation, with little echo.

The read shows their audience expects them on jobs and regional industry, where their peers are absent.

Our recommendationRefocus their voice on those two subjects.

The real figures of a comparable engagement, anonymised: get a real case

Fewer wasted statementsThe leader speaks where they are expected, no longer where they add noise.
Visibility that serves the brandTheir subjects and the company's reinforce each other instead of scattering.
Missteps avoidedKnowing what they are expected to address also protects in sensitive times.

And for you?

Get a real case of this kind, in your sector.

Anonymised, sent by a consultant within 48 hours. To see what the read actually gives for a company like yours.

Rather read first? The guide to the 12 questions

Frequently asked questions

Do you work with the leader's communication team?

Yes: we give them a read and recommendations, they keep control of the messages.

Can you follow several spokespeople?

Yes, up to a whole executive committee, with the same method.

Is it useful in a crisis?

That is exactly when knowing what the leader is expected to address avoids missteps.

Which of these questions is yours?

Leave your email or phone number. A consultant calls you back within 30 minutes on weekdays to talk it through.

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160+projects since 2022
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