Translating PR Outcomes into Executive Decision Language

PR is not just an output game but a form of “reputation capital” that can pay dividends in credibility, crisis resilience, and brand authority in the age of AI. But you have to have executive buy in to maximize your impact. 

In this course, communications leader Amanda Coffey draws on her extensive career, spanning major brands including eBay, PayPal, and Under Armour, to break down how PR professionals can reframe their work in terms that resonate with executives and boards.

In this fast-paced course, you will learn:

• How to audit your brand’s AI presence. Learn the most effective ways to assess how your company appears across major LLMs, and how to improve how you show up.
• Why one great story beats 100 mediocre hits. How to leverage the shift to zero-click, AI-filtered search to drive more brand impact than a flood of smaller placements.
• How to translate PR work into executive language. The best ways to align your communications plan with leadership’s priorities—and show direct business impact.
• How to build relationships that compound over time. Tips for investing in reporter education, third-party validators, and media partnerships.
• How to treat AI as its own audience. Why press releases, owned content, and LinkedIn posts need to be written with LLMs in mind.

The rise of AI has fundamentally changed how information is discovered, consumed, and trusted, and forward-thinking communicators must adapt their strategies and their reporting language accordingly. Join this master class today to get the practical, actionable tools you need to leverage these sea changes into actions that demonstrate PR’s business impact to the C-suite.