Managing Public Relations:  Why access to the C-Suite is important to communication & pr managers

Published February - March 2007

You want to have an impact in your role as a pr practitioner working in-house and you want to have an impact on the business but how can you achieve that?  One answer is being part of where the decisions are being made and that means being part of the C-Suite (known as upper management i.e. CEO, COO or chairman of the board).

Gaining upper management buy-in means that your efforts will be supported and carry additional weight or importance within the organization - giving you an even greater impact on the bottom line.

A 2005 study by the Council of Public Relations Firms, found that most pr professionals of Fortune’s Most Admired Companies report to the “C-Suite,” rather than the marketing department.  In addition, 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).

It is clear that reporting to the C-suite can have a great impact on your role and achievements but what happens when you get there if you are not valued, or even worse your role or department is outsourced?

A survey by PR News and the Counselors Academy of the Public Relations Society of America in 2006 found that  pr  practioners believed that the C-suite appear to have finally learnt to appreciate the value and services of its PR departments which is good news.  But the same survey revealed that respondents also believed that internal corporate communications divisions could be shut down and their work outsourced as budgets get tighter.

So what can you do if you are not currently reporting into the C-Suite?  How can you gain access to this inner sanctum or at least gain their buy-in? and how can you remain indispensable to this powerful inner circle?

1. Always be prepared

Never under any circumstances attend a C-Suite meeting unprepared.  Meetings with the C-suite are often limited so ensure you make the right impression every time and get across your key messages.

 2. Learn the business and communicate how you are contributing

You might be an excellent pr practitioner but until you understand the business environment you are operating within you will not gain respect from the C-suite. Understand and use the business language.  Instigate your own meetings with a variety of business units to understand their objectives and needs and how you can assist them.  Consistently suggest ways to integrate communications into the varying business strategies and articulate how your area of the business is assisting the organisation move ahead.

 3. Nurture your internal relationships as well as your external contacts

As communicators we often nurture our external contacts over our internal contacts this is a mistake.  Understand that internal networking is critical.

 4. Outcomes not Outputs

Ensure that you’re monitoring and analyzing your results so you can show management your achievements in language they understand.  Anecdotal evidence of your results is not good enough.

 5. Focus on Corporate Reputation

Countless surveys have shown that CEO do value the role that PR plays in protecting corporate reputation - ensure yours is spotless and that you have crisis management plans in place.

     Other PRI articles regarding getting access to the C-Suite include:

 How to help your CEO value pr

 Tips for getting a seat at the boardroom table

 PR Influences is produced by Network PR, a Sydney-based pr agency which specialises in business, technology and digital communication. For further general information view Network PR’s website, or email us at network.syd@networkpr.com.au for specific assistance.