by Michael B. Perini, ABC
perini & associates

“Can you speak the language?”  We aren’t talking necessarily here about English or Spanish, though if your organization is international, then maybe so.  The language I am referring to is the language of your boss, CEO, organizational leader or business client in terms that he or she understands.

In this time of increased accountability, communicating public relations strategies, programs and activities, in terms that the “4th Deck”  (borrowing from a Navy term) or “Top Floor Executives” understand, is vital to helping keep a seat at the table with other decision-makers.  It also often results in increased PR budgets and resources as well,if you use the correct approach when it comes to executive level language.

Here are several tips to keep in mind when discussing public relations with senior leadership.

•  Give them what they want.  Senior level executives understand and expect to see numbers and data.  So, provide them the details in a user-friendly format.  Make it easy for them to see the bottom-line.  Always come to the table with recommendations.  Don’t  just lay out a problem without having thought through what needs to be done to solve it.
•  Understand their timeframe.  Senior executives don’t often have a lot of time.  So, keep your meetings brief; 15-minutes or less.  ALso, give them a one or two page summary, again with the bottom-line up front.  Graphics or other visuals often help in getting key points home both for a face-to-face meeting and a leave behind document that the boss can refer to later.
• Explain why it matters. When you want approval for a new website, print ad, special event or social media support, for example, the 4th Deck  will want to know how these tools will help drive their agenda.  Don’t just say, “We  have to do this because our competitors are.”  Explain how these tools will allow for meaningful conversation which will have a positive impact on your organization or industry.
•  Provide updates.  Providing periodic updates that chart progress is also critical and meaningful to senior executives.  Deciding on the frequency of reporting is key.  Weekly, monthly or quarterly makes the most sense.  Remember, the report needs to be concise, visual and contain information that showcases the value of public relations.