Let’s Review – Earning Credibility with the C-Suite

For those of you that have been following the “Earning Credibility with the C-Suite” series of blog posts – thanks for reading. Here are some concluding thoughts to help review:

Executives expect to be shown what PR has achieved for their business. If you can’t produce clear cut results that link PR to business outcomes then you aren’t likely to win confidence from the C-suite. To give the executive team the results they’re looking for, you need to have a measurement system in place.

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Capturing PR output and business outcome data will help you produce the best possible PR campaigns, and also give you evidence that you can package for executives. And, when packaging results it’s important to remember that charts, graphs, ROI, and reports will help to effectively communicate PR’s progress to executives. But, those reports need to contain more than just PR output data. Show the C-suite proof of success in terms that they understand. Speak their language and let them see how PR has produced results in areas that are important to them, for example, sales, new customers, business leads, etc. Finally, never take credibility for granted. It is something PR professionals must continue to earn.

If you want more info on how to earn credibility with the C-suite, check out these other Measurement MinuteTM resources:

Social Report This interactive white paper offers a more detailed look at how PR professionals can earn support for their programs. Once you’ve read the report you can share your thoughts with others in the PR community and hear feedback. The idea is to drive collaboration and produce better PR results that executives won’t be able to ignore. Here’s the report.

Webinar Wallop! OnDemand’s CEO, Kristin Jones, and Wallop! OnDemand Partner, Scott Muff, are the presenters for this on-demand webinar which is available on the Measurement Minute webcast channel on BrightTalk. The 60-minute webinar provides an in-depth look at the things PR professionals need to do in order to convince executives of the business value of PR. Here’s the link to the webinar: http://www.brighttalk.com/channel/5440

Before we move on from this topic I’d like to invite you to share your thoughts on how PR pros can prove the business value of PR. I’d love to hear your thoughts, so leave your comments below.


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