You came into PR as a storyteller and wordsmith—not a number-cruncher. But today's C-Suite wants KPIs and business outcomes. This session demonstrates how to talk to the C-suite in a language they understand, shifting from clip counts to business value, reframing reports around executive priorities and speaking the language of growth, risk and reputation—so your results finally carry the weight they deserve. What you'll learn:
- The Business Fluency Gap: Blind spots that can keep PR pros from being seen as strategic partners—from misunderstanding revenue drivers and financial terms to focusing on visibility over value.
- From Outputs to Outcomes: How to replace vanity metrics like impressions and AVEs with KPIs that actually matter like brand search lift, reputation score, lead quality, SOV and stakeholder sentiment.
- Narratives that Sell: How to translate PR success into executive language—showing your impact through reduced risk, higher trust, improved retention or increased customer demand.
- Visibility that Counts: Ways to track the business ripple effects of your work—like referral traffic, inbound leads, investor mentions or policy influence—so PR becomes part of growth strategy.
- Fluency Roadmap: How to sharpen your business IQ by partnering with finance or marketing on KPI dashboards, joining campaign ROI reviews and benchmarking results against enterprise goals.
