Overcoming CEO scepticism: How to successfully advocate for PR
PR is a powerhouse for shaping narratives and perceptions across industries. It is evident by the remarkable growth of the global market, which has surged to $107 billion in 2023, a 6.6% increase from the previous year. With projections showing no letting up, PR professionals continue to face a persistent challenge – convincing sceptical C-suite executives to recognise the tangible value of the impact of PR. As inflation pressures budgets and clients become increasingly demanding, the significance of demonstrating results and return on investment has become more important than ever.
Misconceptions about PR and its impact
While the benefits of a well-executed PR strategy are evident to practitioners, misconceptions among business leaders often cast PR as fluff, lacking business results. These misconceptions become glaringly obvious when examining Dove's Real Beauty campaign, which reshaped its brand reputation and yielded substantial, quantifiable results – heightened customer loyalty and increased sales. The Real Beauty campaign caused sales to jump from $2.5 to $4 billion in the first ten years.
Addressing misconceptions is crucial since PR efforts can directly influence business success and stakeholder engagement. Research shows technology start-up unicorn businesses in the UK with CEOs or founders active in the media were more financially successful in their investment rounds than those not. While sceptics might dismiss online brand mentions as inconsequential, increased online visibility leads tangible business results.
Film advertisers in the 1930s conceptualised the idea that consumers must see a brand message at least seven times before they commit to a purchase decision. Now, the idea is still relevant as the more brand exposure and visibility, the more opportunity to build lasting consumer relationships. This isn’t the only benefit. High-authority site backlinks from PR coverage can significantly improve SEO website rankings, resulting in greater business credibility.
Social media's influence on organisational narratives
Over the last 20 years, social media has fundamentally transformed how organisations communicate and shape their narratives. The unconventional approach employed by Tesla, which utilises Elon Musk's Twitter account for product launches, delays, and milestones, stands as a testament to the impact of alternative approaches. This strategy ensures direct engagement with the audience, amplifies media attention and builds trust. This innovative approach has triggered a ripple effect across industries, with many companies now jumping at the opportunity to profile themselves - and emulate similar engagement-driven models for their businesses.
As digital platforms transition into important means of communication, strategic PR efforts that harness the power of social media have become crucial. The unparalleled reach and instant engagement capabilities of social media platforms highlight the evolving nature of the contemporary PR landscape. To practically implement social media into organisational narratives, PR professionals can start by aligning their content with the way users interact with the platform and audience content preferences. Crafting stories that deliver key brand messages and are the type of content platform users want to see can result in effective cross-channel communications and another bite of the PR cherry.
Measuring the impact of PR efforts on social media involves tracking KPIs such as engagement rates, shares, comments, and website traffic generated through social links. Advanced analytics tools can provide insights into audience sentiment and demographics, helping PR teams refine their strategies based on real-time data.
Using data to shift PR perception
This digital era, characterised by data and analytics, makes going beyond the numbers on a page to showcase the effectiveness of PR paramount. Using specific quantitative and qualitative data points demonstrates how a partnership, integrated campaign or steady drum beat of executive profiling drove real impact over time on business outcomes.
To achieve this, PR professionals can employ a range of critical metrics, including search trends and behaviour analytics. These metrics offer insights into how PR initiatives influence consumer behaviour, brand perception, and the bottom line. For instance, tracking web search trends post-campaigns, correlating media coverage with spikes in online purchases, or strategically generating high-quality backlinks can provide measurable evidence of PR's effectiveness.
Finally, reporting and presenting data brings PR activity full circle. This involves translating raw data into insightful narratives portraying the cause-and-effect relationship between PR actions and measurable outcomes to decision-makers. Visual representations like graphs, charts, and case studies can make complex data simple.
So, what does your CEO want?
Currently, where narratives and perceptions hold immense power, PR's role in shaping the destiny of businesses cannot be overstated. As evidenced by the exponential growth of the PR market and the acknowledgement of its importance by industry bodies like the PRCA in 2022, the impact of PR is undeniable.
The persistent challenge of scepticism remains. The path to overcoming this challenge involves dismantling misconceptions and embracing data-driven reporting. Substantiating PR's contribution leverages innovative tools like sentiment analysis to quantify its impact.
Now more than ever, PR professionals are urged to adopt strategic approaches that tangibly demonstrate PR's value, fostering a more robust alliance between PR teams and the C-suite. As the journey of the PR industry continues, its power in sculpting organisational narratives remains unparalleled.
