• Kristin Jones
  • Kristin Jones, CEO Wallop! OnDemand

    Kristin Jones serves as Founder and CEO of Wallop! OnDemand, and she is known throughout the PR community for her dedication to improving PR measurement and analytics. She developed the Wallop! measurement, monitoring and analytics solutions to provide PR leaders with the tools they need to succeed in today's market. Kristin is also the owner and founder of Jones PR (www.jonespr.net), an agency best known for obtaining high-profile media coverage for its clients. Prior to founding Jones PR, Kristin spent several years working with two of the world's largest PR firms – Porter Novelli and Weber Shandwick – and has worked with a number of boutique PR agencies in Silicon Valley. Outside of work Kristin enjoys spending time outdoors with her family, reading, playing board games and exercising. She's a wine enthusiast, is fascinated by paleontology, and she loves a good crime-drama flick.
  • Blog Topics

  • Blog Archive

  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 232 other followers

  • Advertisements

Earning Credibility with the C-Suite: Package PR results the right way

In addition to doing great PR, there’s an important step public relations professionals must take in order to gain support from the C-suite – packaging the results. And, as we discussed in earlier posts, that doesn’t just mean throwing together a clip book and calling it good. Smart PR pros know that conveying PR successes in a way that is meaningful to executives is vital to earning program support. In other words, to gain credibility you need to speak the language of the executives.

[tweetmeme source= “WallopOnDemand” only_single=false]

Here’s a simple tip to help you prepare results for the executive team: put yourself in their shoes. If you were an executive what information would you want to know in order to evaluate the success of PR? You’d probably want to see how PR impacted the business and helped to achieve company goals. You’d want to see results defined in terms of sales, business leads, etc.

When the executive team makes a decision to spend money on PR you can bet they aren’t doing it solely to earn PR results. They don’t just want PR to generate media coverage, they want it to produce business outcomes. As you package information and campaign results for the C-Suite remember that everything you present should clearly answer this question: How is PR helping achieve business objectives? It’s a simple enough question, but too many PR pros try to answer it indirectly. They show executives page after page of results that list all of the outputs PR achieved, but they forget to connect those outputs to business outcomes.

Don’t assume that executives will look at a specific PR output, such as earning “X” number of product reviews, and be able to tell that the reviews led to an increase in widget sales. If you have data that shows a link between product reviews and an increase in the number of widgets sold, then that is the information you need to package and give to your executive team.

Failing to package results in a way that resonates with the intended audience is a huge problem in the PR industry. If you don’t get it right, you run the risk of being replaced. Don’t let executives miss seeing the value of a successful campaign just because the results were packaged poorly.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: