Hey Marketing and PR people! Want to get more respect for your strategic worth? Here’s the solution - stop thinking like a Marketing or PR professional and more like a business manager!
Before any department goals and tactical initiatives are drafted, we as professional communicators must thoroughly understand their organization’s business plan. This includes, but is not limited to, other department’s goals and objectives. This is critical to your success - by understanding each business unit’s objectives will Marketing and PR professionals be able to align programs and resources – both in and out of their department – to support its goals.
But don’t stop there. Corporate communicators must also clearly be aware of how the organization’s executive team and board of directors measure success. While sales (or development for non-profits) may be the most frequent answer, other aspects of the business may also be as valued, such as:
• Profit margins,
• Distribution and technology partner agreements,
• Investor (private or public) interest,
• Rate of customer acquisition,
• Strategic product roadmap,
• Average sale price per customer and so on.
Take this to the bank - we as a profession will only go as far as our business — not communication — acumen can take us!