8 steps for presentations that will win top execs’ buy-in for your campaign

To get campaign approvals—and ample budgets for them—PR pros must sell top executives.

Generally, that requires demonstrating ROI, with charts and graphs delivered in a compelling presentation.

Easier said than done.

Many PR pros—and other professionals looking to make their case—stumble when they deliver presentations to top executives. It’s an intimidating exercise, and company leaders have high standards and enforce strict time limits.

These tips from executive coaches and PR veterans can help presenters wow top execs and win their approval.

1. Explain the problem. You might have a great idea, but top executives are too busy for ideas that don’t solve problems. Spend the first quarter of your allotted time explaining the problem and the next quarter on the idea that addresses the problem, Sabina Nawaz advises in the Harvard Business Journal. The more urgent the problem appears, the more eager your audience will be for the solution.