Article
November 13, 2025
By Chris Potter
In November, our Atlanta office hosted senior communications leaders from across the city for a conversation on “Proving the Power of PR: Measuring Communications by Business Impact.” The group explored how the industry is moving beyond vanity metrics to focus on KPIs that truly matter to the C-suite: Revenue influence, reputation equity and stakeholder confidence. A few themes rose to the top, each building on the next to reinforce the commercial value communications can drive inside an organization.
Honesty
Early in my career, a managing director told me our job as communications professionals was to “make the truth fascinating.” In today’s environment, where misinformation spreads quickly, that charge has never been more relevant. Yes, we must make the truth compelling for external audiences, but our most important persuasion work often happens internally with our executive teams. Being honest is core to our effectiveness: offering candid feedback on what will and won’t work, naming risks and sometimes delivering a message leaders don’t necessarily want to hear. That honesty is exactly what makes us valuable. It signals that we’re not just tacticians, we’re strategic advisors.
Credibility
Honesty builds credibility. By consistently giving clear-eyed counsel, even on sensitive issues, we strengthen our standing not just with the C-suite but across the organization. When credibility is established, our recommendations carry more weight. Ideas tied to business outcomes flourish because they’re seen not as random suggestions, but as insight-driven counsel from a function with real visibility into both internal sentiment and external expectations.
Impact
When communications has the credibility and latitude to lead, business impact follows. Proactive ideas that promote the organization, elevate its products, or protect its reputation directly influence growth. The assumption that communications can’t affect the bottom line is increasingly hard to defend. The real challenge is creating an environment where communicators are seen as strategic drivers, not cost centers. Organizations that make that shift thrive. Those that don’t are leaving meaningful growth on the table.
When honesty fuels credibility and credibility enables impact, communications shifts from support function to growth accelerator.
Chris Potter is a Senior Vice President who helps lead the firm’s Sports group and serves as the Atlanta Market Lead.
See what else is happening
You might also like
-
Expertise
Five Ways to Build Community Reputation and Trust
October 29, 2025
-
Expertise
Understanding the GLP-1 Consumer: Pairing AI and Consumer Behavior Research to Map Potential Impact on Food, Nutrition and Innovation
October 29, 2025
-
Expertise
Communications Is an ROI Multiplier for Global Sports Sponsorships
October 22, 2025
-
Expertise
Augmented Judgment, Accelerated Execution: AI’s Role in Crisis, Issues and Risk Management
October 14, 2025
-
From Risk to Resilience: How Communicators Lead in an Unforgiving Landscape
September 10, 2025
-
Expertise
The Answer Engine Era Is Here
August 20, 2025
-
Expertise
A New Approach to Modern Comms: What It Takes to Win in a World Defined by Uncertainty
August 19, 2025
-
Leading Through Complexity: What Higher Ed Communicators Are Saying
July 25, 2025
-
Expertise
The Friends You Never Knew You Needed: Why IT and Communications Must Team Up
July 24, 2025
