10 points PR professionals should be able to address with executives

 RESULTS. If you work in PR then you probably realize that results are what clients and executives care most about at the end of the day. Sure you want to have cutting edge ideas and creative campaigns, but the purpose of those things is to create results – that is PR’s business role. And today, more than ever before, PR teams are expected to not only achieve great results but also prove those results – which is why measuring and analyzing PR’s progress is such an important part of a PR pro’s job.

To convince clients and executives that PR is achieving great results you need to be able to answer their questions about PR’s progress. Here are ten areas PR professionals should be prepared to discuss:

10) Tell executives whether or not they are beating their competitors on the PR front.

9) Advise executives as to whether or not their key messages are getting through.

8) Report the percentage of coverage that is business press vs. consumer press vs. trade press vs. blogs.

7) Answer the question, “How often are our executives getting quoted vs. competitor executives?”

6) Communicate which stakeholders – investors, prospects, customers, partners – are being reached through PR.

5) Tell executives which of the company’s products are getting the most coverage.

4) Inform executives how coverage of the company’s products compares to that of competitive offerings.

3) Report the company’s Share of Voice (SOV) for important thought leadership topic areas.

2) Show executives how PR results mapped to changes in budget levels.  

1) Answer the question, “Is PR driving sales?” 

How easy would it be for you to discuss these ten points with executives today? Could you cite data and reference specific business outcomes to prove you’re truly invested in understanding PR’s progress and achieving the best possible results? Knowing how to answer inquiries and being able to confidently discuss these (and other) topics requires a strong understanding of PR’s performance. By measuring and analyzing campaign results you will know exactly how PR is impacting business, and you’ll be more confident when clients or execs come to you with questions about PR results. Plus, you’ll gain insights to help you make any necessary strategy adjustments or course corrections, so you’ll be able to point to successful PR results when reporting to clients and execs.

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