4 steps for communicators to gain credibility among top-tier execs
Want a prominent seat in the meeting room? Figure out the insider nomenclature, and collaborate with the bean counters on identifying and tracking which metrics matter most to them.
Proving PR’s financial impact is one thing; communicating it effectively is another.
Often, PR metrics differ significantly from the metrics that CEOs and their peers care about. Reporting on media coverage means nothing to a team focusing on financial and strategic growth.
This is a catch-22; reporting on the wrong things has resulted in PR losing its voice with top-tier execs. Now that teams have the tools to evaluate PR’s impact on business objectives, the people who need to hear this have stopped listening.
So, how do you break through and gain a voice with the folks in the corner offices?
Discover what metrics are important to all stakeholders.
Identify what senior leaders care about. Engage them in developing a communications strategy by running a metrics workshop. This will get them invested and focused on what you can and can’t do with PR, and it will unite everyone around common goals.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
