How do you communicate your media relations research findings to your stakeholders?

Just like clients all have different currency (some care the most about awards, where others just want more face time with you etc) stakeholders all have different currency as well. Understanding what your audience cares about is crucial to putting together a report that tells the story they are excited to hear. And yes, data tells a story! Data is also a very deep pool and you don’t want to over-bloat your reporting because then it dilutes the message. My advice? Pick what story you’re trying to communicate first and then cherry pick the data that helps you tell that particular story in a compelling way!

Communicating media relations research findings to stakeholders involves crafting a concise report summarizing key insights and trends. Visual aids, like charts, enhance understanding. Presentations or meetings allow for in-depth discussions, addressing questions and providing real-world examples for practical context. Supplementary materials, such as executive summaries or infographics, offer quick overviews. Transparency about research methodology and impact on media relations strategies is crucial, ensuring stakeholders grasp the findings and their implications for informed decision-making.

Communicate your media relations research findings to stakeholders by tailoring your presentation to their interests and expertise. Start by identifying your audience's priorities. For executives, focus on high-level impacts like ROI and brand reputation. For marketing teams, highlight engagement metrics and media coverage quality. Use clear visuals and concise language. For example, "Our media analysis shows a 30% increase in positive coverage, leading to a 20% boost in brand sentiment. This uptick aligns with our strategic goals and enhances our market position." Always be prepared to answer questions and provide actionable insights based on the data.

To effectively communicate media relations research findings to stakeholders, it's essential to structure the report in a clear and concise manner. Begin with an executive summary that encapsulates the key insights and recommendations. Follow this with a methodology section that outlines how the research was conducted. Present the data in an easy-to-understand format, using visuals like charts or graphs where appropriate. Conclude with a discussion of the findings, their implications, and actionable recommendations. Throughout the report, use plain language and avoid jargon to ensure that all stakeholders, regardless of their expertise level, can grasp the information and its significance.

I had a top executive client who worked for a billion-dollar company + he needed to regularly deliver data for 3 hours + keep the interest of 3 different groups of stakeholders. A Herculean task! He did it by marrying data to stories that were current in the culture at the moment, personal vignettes about his childhood passions that was his “why” for working there + amusing anecdotes which all kept everyone riveted + remembering the important points. He pulled out the key findings on separate slides so digested the information succinctly for each stakeholder. Then he sent just the relevant data via email to the various stakeholders so they could focus on what was most important to them.

In my experience, infusing a little humour into the report has helped to ensure that the stakeholder remembers what it important but you can also take this call depending on your stakeholder.

Remember that stakeholders are likely overrun with countless research reports - executives are busy! - so telling a concise and compelling story that leaves a lasting impact is crucial. Make sure the bigger picture and the potential of your research to impact what they can achieve in the future with your guidance and insights is highlighted in a clear way.

Something I find helpful is to remember the reader behind the reader of a report. Who is the person that your reader has to report up to in order to demonstrate your value? e.g. to get the budget required to proceed. It might be a board or a community of other stakeholders. Make sure the report meets that audience’s needs and is presented in a way that’s clear and concise for them.

Including charts and graphs in your presentation is a good practice, as they can help make the data clear and easy to understand. It's also key to keep the presentation concise and to the point. Remember that stakeholders usually have limited time and attention span. Therefore, making the most of it is crucial to deliver your message efficiently.