The Story Behind the Numbers

This session is designed for:

→ Account leaders and client service professionals who want to strengthen their strategic credibility.
→ Senior managers, VPs, and SVPs responsible for client counsel and growth.
→ New business and growth leaders seeking to align PR strategy with business performance.

PR has always been about shaping narratives. Increasingly, one of the most important narratives lives inside a client’s financial statements. If we want to credibly connect our work to business impact — revenue growth, margin improvement, market expansion, risk mitigation — we need to understand how performance is measured and reported.

This session demystifies the core financial documents that drive executive decision-making and investor confidence. Participants will learn how to interpret key signals in financial reporting, identify where communications can influence outcomes, and translate financial data into smarter counsel.

Learning Objectives

→ Interpret key line items and understand what they signal about a company’s health and strategy.
→ Connect financial performance indicators to communications opportunities and risks.
→ Ask more informed, financially grounded questions in client conversations.
→ Frame PR programs and measurement in ways that align with business and financial outcomes.