How to Pitch PR to C-Suite Leadership
About a year ago, I wrote a piece for Forbes called “Don’t Go Dark in a Downturn.” In the article, I shared how to leverage marketing and PR in a recession – even in an economy like 2020. Luckily, the advice still holds true.
Today, brands need momentum to get through the downturn, but the biggest challenge may be convincing your C-suite to invest. Corporate communications, PR and marketing professionals inside companies have to go to bat for the resources they need for the coming year. People are jockeying for budgets and looking for senior level buy in on PR agency spend, campaign investment and marketing technology and tools.
That’s a tall task. Going into the conversation prepared will increase your chances of securing the resources you need for success. Not to worry – I’ve spent half of my career selling PR to the C-suite. Here are tips to make the case to your CEO and senior leadership.
Demonstrate You Know the Customer
As the keeper of the brand, the Marketing and PR departments have daily (often hourly) interactions with customers and key stakeholders. You have insights on the customers’ needs, wants and brand affinity that are incredibly valuable to the C-suite.
As you present your 2021 program, start by including brand learnings from this year’s PR and marketing work. Share direct customer quotes from surveys, product feedback from social media and brand interactions through digital campaigns. Present ways to improve the customer experience or ramp up engagement around a popular product, service or campaign.
You have unique perspective that can positively influence outcomes in 2021.
Present Efficiencies
CEOs love efficiency. It shows smart investment of resources and the ability to do more with less.
Be honest about what’s gone stale, what needs to be revitalized and where you need outside perspective to take you further, faster. Is it time to refresh the brand? Do you need to invest in more digital outreach? Is your messaging falling flat, especially in a time of massive societal shifts?
Rather than show weakness or admitting fault, honest evaluation and proposed changes signal your thoughtful and strategic approach to best marketing your brand.
Align to Broader Business Goals
One of the greatest mistakes I think PR and marketing leaders make is to take their eye off of the business plan. What metrics are your C-suite benchmarking? What delivers value to your organization’s mission? That may be top-line revenue, sales, registrations or community impact.
Whatever metrics matter to your leaders, tie your program outcomes to those goals and show how PR and marketing can contribute to the organization’s targets.
Show Total Impact
Above all else, think about how your PR and marketing efforts contribute to the big picture of the organization’s mission and purpose. Quantify and qualify how your program will help move the needle and position the brand for success. Zooming out to show the total impact of your work will help senior leadership understand the value you’re creating, and can create, with the right tools and resources in place.
Making the case for marketing and PR in a tough economy can seem daunting, but I’d argue it’s a solid investment in the long-term viability of your brand. Stand firm in the value your function brings to the broader organization. Equip yourself with solid facts and a clear understanding of shared goals. Appeal to measurements that both the C-suite and your department see as success. In the end, you’ll demonstrate clear value for PR and marketing to make investment an easy choice for your leaders.
And, if you’re looking for a PR agency partner to help you navigate 2021, visit our About Us page to learn how Three Box can be a resource to you and your brand.