Many firms fail to extract full business value from the deep expertise they possess, according to Kraig Smith, founder of PR Return. The assessment functions by auditing an organization’s existing intellectual capital—such as proprietary data, unique perspectives, and specialized experience—and measuring that against its current public footprint. By analyzing earned media, analyst relations, and industry awards, the tool highlights where organizational knowledge is being underutilized.

This diagnostic approach is particularly relevant as AI-driven search engines increasingly dominate how professional expertise is discovered. Because these systems synthesize information from credible third-party sources, a consistent public record has become essential for validating an organization’s authority. The assessment provides a roadmap for firms to align their internal capabilities with external perception, ensuring that their market presence accurately reflects the depth of their work.