How to speak the C-suite’s language

The days are gone when earned media clips and social media likes alone satisfy the executive leadership team.

The C-suite wants to know what communicators are doing to improve the organization’s bottom line. While PR has inherent value in raising brand awareness and creating positive sentiment, those things can be difficult to quantify – especially to those who don’t have an explicit comms background.

For that reason, it’s vital to speak in business language that makes sense to leaders across the org chart. To Brandy Jones, chief communications and marketing officer for the Southwest Ohio Regional Transit Authority, that means highlighting return on investment when talking to the CFO. If she’s in a meeting with her CEO or development team, she’ll focus on community impact.