This roundtable discussion is provided by the IPR Measurement Commission.
Members of the IPR Measurement Commission gathered virtually to discuss best practices for communicating metrics with senior leadership. IPR Measurement Commissioner Jason Forget (Regeneron) moderated the discussion.
Participants discussed key strategies for effectively communicating the value of metrics, focusing on tailoring approaches for different C-Suite executives.
Key themes from the discussion include:
1.) Understand and Adapt to Individual Leadership Styles.
— Every executive has a unique approach. Speaking their language can help them grasp the significance of specific metrics.
— Providing context about the communications team’s capabilities and aligning them with senior leadership’s needs fosters collaboration.
2. Keep Presentations Simple Yet Impactful.
— When presenting PR measurements to the C-Suite, simplicity is crucial.
— Balance simplicity with the depth needed for complex, nuanced metrics.
— Metrics should directly align with objectives, and context can help show how they evolve over time.
3.) Build Trust Through Relationship-Building.
— Establishing a relationship with senior leadership promotes trust and open dialogue around metrics.
— Live conversations are often more effective than just sending a metric deck or dashboard, as they allow leaders to ask questions and engage.
4.) Use Case Studies for Real-World Context.
— Case studies help senior leaders see how other companies have navigated similar situations, adding both consumer and customer service perspectives.
5.) Limit Key Points and Use Visuals.
— Stick to three to five main points to keep presentations clear and memorable.
— Visuals can simplify data in a way that resonates and sticks with senior leadership.
6.) Know Your Audience.
— Tailor the presentation based on what resonates most with each executive.
7.) Present Data in a Personal, Engaging Manner.
— Presenting data interpersonally allows leadership to better understand its impact and importance.
