No audience affects your job security more than your own leadership team.
That’s why presenting campaign results to executives may be a communicator’s most essential skill.
It’s also a skill the communications team at Southwest Airlines has mastered. Here are three insider tips for using dashboards and data to inform and impress top leaders:
1. “Socialize” your dashboard. Dashboards packed with data can be impersonal and overwhelming. That’s why communications teams and the executives they report to often just scan the metrics without fully understanding them.
The solution is to “socialize” the data, says Southwest Airlines senior communications specialist Cindy Villafranca.
“Make the data real for real people,” she says. “Set up meeting with colleagues and internal stakeholders to talk about the dashboard. Use the meeting to highlight takeaways from the data. Amplify anything that’s a success or that will lead to a shift in focus.”
Her social business team holds a monthly dashboard meeting and her communications team conducts one at least quarterly. Meetings include the social media team, the PR team, marketing partners and communications leaders at the VP and managerial levels.