Making Your Case for a Seat at the Table
Harold Burson, a legend in the public relations world, describes PR as going through three key stages: “how do I say it?,” “what do I say?,” and “what do I do?” Every PR professional wants to make it to the “what do I do?” stage. This is because PR is most successful when given a seat at the table. This is when you, as a public relations professional, are in a position of offering advice to the C-Suite and are in the know about the background information involved in making important decisions. This helps the PR department fully understand the motive behind all decisions, further closing the gap between the company and the consumer. But what can you do when you uncover that public relations is being pushed to the sidelines? With hindsight on my side, here are tips for dealing with not having a seat at the table.
Just Ask!
My fatal flaw is not using my voice, even when I know I have something valuable to say. If you notice a recurring C-Suite meeting, go ask your supervisor if you can sit in on the next meeting to implement what you are working on. Take your position and frame it in the overall vision of the company to relate to the C-Suite. It could be possible that your superiors did not even think to include you, but with your engagement and enthusiasm, it will be on their radar.
Use Evaluations to Bring Up Your Concerns
Evaluations are meant to serve a purpose. Going along and saying that everything is perfect when it’s really not helps neither you nor your company. Be honest when questions are asked, and use these opportunities to bring up your concerns. Many organizations are constantly looking for ways to improve. Giving feedback when asked shows that you are assertive and able to speak up.
Set Up a One-on-One Meeting
When asking falls flat, setting up a one-on-one meeting is a great way to make your case for public relations to have a seat at the table. CEOs are often very busy, so do not wait to reach out to schedule a time to meet. This is a great way to practice giving an elevator pitch and hitting your point quickly. Be sure to prepare your reasoning and give examples of ways this can be implemented in real-time.
Do Not Make it About You
These conversations should be focused on how to improve the company, not self-focused. The C-Suite is mainly concerned with the well-being of the organization. Bringing economic facts to the table can help your reasoning stand out as essential to put into place. In the end, the bottom line is what is most important to the organization, be sure to show that implementing PR in their decisions will help them financially.
Do Your Research
The last thing you want to do is be brought to the table and have nothing of value to add. It is a great idea to read up on business acumen and management to get the gist of the language that will be used. Listening to podcasts is another great way to stay up to date and informed on what is happening in the business space. You want to understand how you can be useful and how your position can help others within the company.
With any job, you get out what you put in. To reap the benefits of your experience, you have to be bold and unafraid to be better; when you know that you have the key to unlocking your position's potential, it is almost unkind not to share. Public relations is truly a powerful tool that many organizations only scratch the surface of. With your knowledge, companies will start understanding and tapping into the expertise that PR has to offer. We are the start of a new wave of PR, a wave that uses its position for all that it can be.
About Reilly
Reilly Lewis is a senior majoring in Advertising & Public Relations with a minor in Digital Studies. This will be her first year with GrandPR, taking on the role of Account Associate. Reilly also serves on the executive board of Grand Valley’s chapter of PRSSA as Vice President of Chapter Development. During the summer, she works as a Public Relations Intern for Young Entrepreneurs Across America. After graduation, Reilly hopes to join a Public Relations agency.