Let’s make one thing clear, PR professionals: The language that you speak is not the language that the C-suite speaks. And that’s an important distinction, says Don Bartholomew, VP of digital research at Fleishman-Hillard, not only for the success of your communications department, but for your professional success as well. Getting a seat at the proverbial executive table has long been discussed as a primary goal of PR leaders, and according to Bartholomew, PR is getting closer, thanks to—catastrophes. Yes, the threat of reputational crises (just look at a random news site) has brought communications pros much closer to the C-suite. “When a company is 30 minutes or 30 seconds away from peril, PR becomes a CEO’s friend,” says Bartholomew.
Want a Seat at the Table? Stick to Metrics That Matter—to Your CEO
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