{"id":1857,"date":"2011-09-29T07:50:56","date_gmt":"2011-09-29T13:50:56","guid":{"rendered":"http:\/\/blog.periniassociates.com\/?p=1857"},"modified":"2011-09-29T07:50:56","modified_gmt":"2011-09-29T13:50:56","slug":"speaking-the-language-of-pr-give-senior-executives-what-they-want","status":"publish","type":"post","link":"https:\/\/periniassociates.com\/index.php\/2011\/09\/29\/speaking-the-language-of-pr-give-senior-executives-what-they-want\/","title":{"rendered":"Speaking the Language of PR:  Give Senior Executives What they Want"},"content":{"rendered":"<p>by Michael B. Perini, <a href=\"http:\/\/www.iabc.com\">ABC<\/a><br \/>\n<a href=\"https:\/\/periniassociates.com\"> perini &amp; associates<\/a><\/p>\n<p>&#8220;Can you speak the language?&#8221; \u00a0We aren&#8217;t talking necessarily here about English or Spanish, though if your organization is international, then maybe so. \u00a0The language I am referring to is the language of your boss, CEO, organizational leader or business client in terms that he or she understands.<\/p>\n<p>In this time of increased accountability, communicating public relations strategies, programs and activities, in terms that the &#8220;4th Deck&#8221; \u00a0(borrowing from a Navy term) or &#8220;Top Floor Executives&#8221; understand, is vital to helping keep a seat at the table with other decision-makers. \u00a0It also often results in increased PR budgets and resources as well,if you use the correct approach when it comes to executive level language.<\/p>\n<p>Here are several tips to keep in mind when discussing public relations with senior leadership.<\/p>\n<ul>\n<li>\u00a0<strong>Give them what they want.<\/strong> \u00a0Senior level executives understand and expect to see numbers and data. \u00a0So, provide them the details in a user-friendly format. \u00a0Make it easy for them to see the bottom-line. \u00a0Always come to the table with recommendations. \u00a0Don&#8217;t \u00a0just lay out a problem without having thought through what needs to be done to solve it.<\/li>\n<li>\u00a0<strong>Understand their timeframe<\/strong>. \u00a0Senior executives don&#8217;t often have a lot of time. \u00a0So, keep your meetings brief; 15-minutes or less. \u00a0ALso, give them a one or two page summary, again with the bottom-line up front. \u00a0Graphics 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.<\/li>\n<li><strong>Explain why it matters.<\/strong> When you want approval for a new website, print ad, special event or social media support, for example, the 4th Deck \u00a0will want to know how these tools will help drive their agenda. \u00a0Don&#8217;t just say, &#8220;We \u00a0have to do this because our competitors are.&#8221; \u00a0Explain how these tools will allow for meaningful conversation which will have a positive impact on your organization or industry.<\/li>\n<li><strong>\u00a0Provide updates.<\/strong> \u00a0Providing periodic updates that chart progress is also critical and meaningful to senior executives. \u00a0Deciding on the frequency of reporting is key. \u00a0Weekly, monthly or quarterly makes the most sense. \u00a0Remember, the report needs to be concise, visual and contain information that showcases the value of public relations.<\/li>\n<\/ul>\n<div>Please share other ideas you might have on how to speak the language of senior executives.<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>by Michael B. Perini, ABC perini &amp; associates &#8220;Can you speak the language?&#8221; \u00a0We aren&#8217;t talking necessarily here about English or Spanish, though if your organization is international, then maybe so. \u00a0The language I am referring to is the language of your boss, CEO, organizational leader or business client in terms that he or she [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[7],"tags":[274,275,276,102,48,49,11,277,25],"class_list":["post-1857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice-and-counsel","tag-4th-deck","tag-ceo","tag-executives","tag-perini","tag-perini-associates","tag-pr","tag-www-periniassociates-com","tag-senior-leadership","tag-social-media"],"_links":{"self":[{"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/posts\/1857","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/comments?post=1857"}],"version-history":[{"count":0,"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/posts\/1857\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/media\/3649"}],"wp:attachment":[{"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/media?parent=1857"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/categories?post=1857"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/periniassociates.com\/index.php\/wp-json\/wp\/v2\/tags?post=1857"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}