In this video, explore the best way to report to executives and why they require specific information from their PR pros.
- 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 creating more sales opportunities…
- Explain the value of developing an audience profile.
- Describe the SWOT model and how it can be used to identify threats.
- Name and summarize the 4Cs of developing effective messaging.
- Summarize how thinking like a journalist helps an organization build media relationships.
- Examine the importance of developing community before a crisis strikes.
- Differentiate between an issue and a crisis.
- Cite ways to stop the spread of fake news.
- Define “post-mortem” and describe its value for identifying lessons learned after a crisis.
Skill Level Beginner
Public Relations Foundations: Media Trainingwith Deirdre Breakenridge1h 25m Intermediate
Launch Your Product to the Presswith Andrea Holland34m 45s Beginner
Marketing Communicationswith Deirdre Breakenridge1h 40m Beginner
1. From PR to PR Expanded
2. Today's Consumers
Developing audience profiles2m 42s
3. The Integrated Approach to PR Planning
4. Relationships and Champions
5. When Crisis Strikes
6. PR Writing Today
7. The Value of PR
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