""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."
"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."
Comms teams should prioritize building leadership trust before expanding into new media strategies. Maintain records of media performance metrics and present results in clear dashboards or reports. Highlight concrete outcomes, such as a press release generating 50 media mentions or a newsletter driving a 30% engagement increase. Presenting numbers demonstrates past impact and makes trust tangible. Leaders are more likely to approve riskier formats when recommendations are backed by evidence. Avoid overcommitting; start with small pilot projects for new formats. Deliver measurable results from pilots to grow credibility and enable broader experimentation.
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