The Missing Link Between PR Professionals and the C-Suite (Part 1)
Every PR professional will face this question regularly throughout their career – and for many it’s a daily consideration: How do I get the attention of senior executives when they have so many competing demands?
Whether you are working within a business or for an agency, getting the C-Suite behind your campaigns can be the difference between getting the resources you need to run a successful programme and never getting an idea off the plans.
But as in every other part of your PR practice, bridging the gap to the C-Suite involves understanding the needs of your audience, and planning to deliver your message accordingly. And from a PR perspective, the C-suite will want to hear about three key things more than any other: trends, opportunities and threats.
Trends, opportunities and threats are important to senior executives because they can have an immediate impact on the performance of the business (and their own daily schedule).
Using the latest monitoring tools, PR professionals have access to valuable insights that can not only highlight risks but also identify valuable areas of potential growth and development. Consider the following: is there a potential competitor who will disrupt the market? Has the government announced a new policy that will affect business operations? Or, is there an industry or social trend that presents an opportunity to drive more sales?
Monitoring and analysing the market is a daily discipline for PR professionals, with analysis of trends and consumer behaviours that can now be gained in real-time. Providing the C-suite with a daily digest of meaningful and valuable insights can help ensure they see PR as a practical tool to help them chart a course for the organisation.
However, senior executives are busy people, so cut straight to the facts and avoid using PR jargon.
While it’s important to measure PR activity, the C-suite are more interested in the outcomes. This means they want to know how your PR efforts have gained them customers, increased their sales or boosted employee productivity – which can’t be measured in Facebook follows or total number of articles published.
Instead, measure your activity using business metrics. Target your reporting to tangible results: how many consumers shared the content, bought their product and proceeded to tell another consumer about it? Other measurement tools include, surveys, landing pages, online vouchers or sales codes on social media. These will provide the C-suite with real evidence that PR provides a return on their investment.
About the Speaker: As the Asia-Pacific Regional Director of Media Solutions at Meltwater, Mimrah Mahmood help organisations across the Asia-Pacific break down media data (social, print and other media) and make business decisions from insights; create a framework to progressively and scientifically track efforts in PR and marketing; build a road-map to improve your communication plan; and identify opportunities and threats that arise from competitors. As a leader within a multi-award winning company, Mimrah is proud to be advocating better measurement practices in PR, Brand and Strategic Communications for many of the largest MNCs in Asia-Pacific.