From the course: Public Relations Foundations
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Reporting to business executives
From the course: Public Relations Foundations
Reporting to business executives
- There are many metrics to capture in a PR program but that doesn't mean they all get reported to your executive team. Executives want concise and streamlined information. They don't have time for hype. Give them the data that demonstrates business value. When reporting results to a team consider the three O's: outputs, outtakes, and outcomes. Now executives are concerned with the outtakes and the outcomes. The outputs are things like how many announcements or blog posts or infographics you create. Outtakes are reports on opinions shared and how their customers react in their comments and reviews. But because the time you have with executives is minimal maybe only 15 to 20 minutes, you should focus on outcomes. Executives care about the overarching impact of your campaign. For example, how did your communication move the needle with respect to securing relationships with important constituents? Increasing public confidence with your share of voice. Neutralizing negative sentiment or…
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