What is the “missing link” between PR professionals and the C-suite? Part 2 [VIDEO]
Senior executives are primarily focused on their business and its operational standards, which means they want to know how PR can increase the performance and productivity of their company and build on the relationship they have with their customers.
If PR professionals want to make an impact, they need to provide the C-suite with insights that are relevant, timely and applicable, helping them look forward to the things that may affect the business in the future as much – or even more – than measuring results or coverage that has already been gained. And this means you need to build a robust measurement framework that resonates with the leaders of a business.
One of the best ways to do that is to provide more precise, demonstrable results, both in terms of the performance of your campaigns and how the business is tracking against competitors. To build a C-suite ready framework:
1. Make sure your measurements take into account the long-term objectives of the business. Consider their financial goals, current consumer trends and how you can use your data to achieve additional measures, like corporate social responsibility.
2. Ensure data integrity is maintained to establish trust. Your research, data and self-evaluation must be able to stand on its own, without a detailed explanation. It’s useful to have a methodological way of segmenting and qualifying your data to make it easier and faster to comprehend.
3. Make sure your measurements are scalable so they hold up as the company grows. The C-suite are always planning ahead, and will expect the same from you. There is always another ladder to climb, so consider how your data demonstrates your progress and how you can use it to highlight future opportunities.
When it is your turn to present at the top table, you want to make the most of the opportunity. So, ensure you have insightful, clearly defined and measurable information to close the missing link between you and the C-Suite.
About the Author:
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.
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