Ragan Insider Premium Content
Comms teams need to focus on new media strategies to stay relevant and effective. But first they need to gain trust from leadership.
By focusing on this, teams can navigate emerging trends or channels with more confidence.
“If leaders trust your recommendations, they’ll take more risks with new formats,” Megan Corns-Russell, executive director of external relations at Texas Christian University, said.
During the Future of Communications Conference, Corns-Russell shared practical strategies for building trust to make messages more visible and effective.
To accomplish this, she said it’s key to keep a record of media performance metrics. For example, highlight that a press release generated 50 media mentions or that a newsletter drove a 30% increase in engagement. Present these numbers clearly in dashboards or reports so leadership can quickly see the impact.
“Numbers make trust tangible,” Corns-Russell said. “It’s one thing to pitch a new format, it’s another to show them how your previous campaigns moved the needle.”
Trust also grows when teams deliver results without overcommitting. Corns-Russell recommends starting small by piloting new media formats.
To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Already a member? Log in here.
Learn more about Ragan Insider.
