When PR belongs in the C-suite

Want to boost your company’s PR power? Report to the C-suite

The public relations departments of the nation’s most successful companies are shaking things up – and the results could help businesses communicate like the nation’s top money-makers, boosting their brand reputations and revenues.

According to a study by the Council of Public Relations Firms, PR professionals responsible for Fortune’s Most Admired Companies do not report to their marketing departments, but rather to the C-suite, whether it’s the CEO, COO or chairman of the board. In fact, 63 percent of Fortune 500 companies (those raking in $6 billion in annual revenues) have their PR departments reporting directly to executive offices, as opposed to 42 percent of Fortune 20,000 companies (those making less than $100 million). Here’s how your business can tailor the trend:

Have your PR team meet regularly with company executives to discuss ideas, including potential media coverage and events.

Include PR professionals in discussions concerning the company’s major decisions and request input on how best to deliver pertinent messages to the company’s clients, partners and employees.

Perform internal audits to find out just how much your employees understand and are able to communicate your company’s key messages and new initiatives. If their understanding is lacking, arrange a “lunch-and-learn” meeting facilitated by your company’s PR or communications experts.

Consider hiring an outside PR firm or professional who can bring an objective point of view to the table. Include the PR team in key company discussions.

If you don’t have ready access to a PR professional – either in-house or outsourced – always ask and answer these questions: What is the company’s key message? Who needs to hear and understand the message? How can the company best relay the message to various audiences?

For more tips on stretching your PR dollar to its fullest for a truly impressive ROI, download a copy of Axia Public Relations’ e-book Maximizing Your Public Relations Investment today.

Jason Mudd, APR, is CEO of Axia Public Relations. He is certified in inbound marketing and is an Emmy Award-winning, accredited public relations practitioner, speaker, author and entrepreneur. Connect with Jason on Twitter @jasonmudd9 and Axia Public Relations @axiapr. Be sure to tweet and share your thoughts below. We’ll read and respond to each of them.