Value of PR in CEO Media Performance Audit cannot be overstated – Odiakose
By Ibidunni Banjoko
Philip Odiakose, the Chief Insights Consultant at PPlusMeasurement Services, has stated the need for Chief Executive Officers (CEOs) of companies to leverage Public Relations strategies and tools to communicate their messages effectively to the media and other stakeholders.
Emphasising that the value of PR in a CEO media performance audit cannot be overstated, he said: “This can help to enhance the organization’s reputation and brand image, ultimately leading to improved business performance. CEOs should work closely with their PR teams to develop a comprehensive media relations strategy, crisis communications plan, and monitoring and listening programmes that can help to optimize their organization’s media performance.
“PR is a crucial component of any organization’s communication strategy. It involves the management of communication between an organization and its stakeholders, including customers, employees, investors, and the media. PR plays a significant role in shaping an organization’s reputation and can have a direct impact on its success. This is why it is essential for CEOs to understand the value of PR and to incorporate it into their media performance audit.”
Continuing, the PR expert described media performance audit is a process that assesses an organization’s media coverage and evaluates its impact on the organization’s reputation, brand image, and business performance. The audit, he noted, involves analysing media coverage, identifying key messages, measuring the reach and impact of media coverage, and developing recommendations for improving media performance.
“The value of PR in a media performance audit lies in its ability to shape the narrative of an organization’s media coverage. By leveraging PR strategies, CEOs can ensure that their organization’s key messages are being communicated effectively to the media and other stakeholders. This can help to enhance the organization’s reputation and brand image, ultimately leading to improved business performance,” he added.
Odiakose advised that one way PR can be leveraged in a media performance audit is through the development of a media relations strategy. This involves identifying key media outlets and journalists, developing relationships with them, and pitching stories that align with the organization’s key messages. By doing so, CEOs can ensure that their organization is receiving positive coverage in the media, which can help to enhance its reputation and brand image.
“Another way that PR can be leveraged in a media performance audit is through the development of a crisis communications plan. A crisis can have a significant impact on an organization’s reputation and business performance. By having a plan in place for how to respond to a crisis, CEOs can minimize the negative impact on their organization’s reputation and brand image. This can include strategies such as issuing statements, conducting media interviews, and engaging with stakeholders to address concerns,” he stated.
In addition to these strategies, he mentioned that CEOs can also leverage media monitoring and intelligence consultants to track their organization’s media coverage and reputation by monitoring CEOs media coverage, which can identify trends, opportunities, and potential threats to their organization’s reputation.
“Media Intelligence consultants can provide insights into how stakeholders perceive the organization and can help to identify areas where improvements can be made,” he concluded.
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