Want to win more budget in 2026? Learn to speak C-Suite

If there’s one thing every communications professional knows, it’s that we add a lot of value to the right people and organizations. 

And if there’s a second thing we all know, it’s that we have to fight for every dime in the budget, because comms always seems to get the “nice to have” budget.

Let’s change that in 2026 by showcasing not what we do as communicators – but rather what value we bring to the bottom line. 

4 ways to make the business case for PR budget 

In life, the key to success is not what you say, but how people interpret it. This is also true in business, which is why the best communications leaders understand what executives need to hear as well as the nuts and bolts of what we do. They present placements not as the celebratory outcome, but as part of the communications journey for stakeholders. They brag not about open rates, but rather who opened – and why – and what it means for sales. 

In other words: they speak C-Suite by ditching communications jargon, uncovering leaders’ pain points, and developing solutions customized both to the organization you want to serve and the allies who will get you across the finish line.

Here are four ways to do that:

• Don’t assume you know the answer to questions and concerns. Genuinely seek to understand where management and prospects are coming from, where they want to go, and how communications can be the right solution for their specific challenge(s). Only once you uncover pain points can you provide customized solutions.
• Solutions also include processes. Make sure you help them see that working with you is the right solution for all of the outcomes they have in mind. This means not just hitting the KPIs, but also creating a stress-free experience. Leaders’ most valuable commodity, after all, is time – and you want to waste none of it.
• Say no. A lot. “No” to champagne needs and beer budgets. “No” to services that don’t belong under the communications umbrella. “No” to bad strategy and worse tactics. 

Lots of “No” will get you to…

•  Lots of “yes” to more respect, bigger budgets, and better outcomes. Being, to take from Ashley Dennison in a recent panel conversation, “available but selective” means everyone will know where to find you, but you will be driving the train.

The social media obsession

Perhaps the most frustrating example of earned media not being valued is when it’s compared to social media. Start-up tech founders often say they can reach their target audience just by hitting “post,” and many corporate executives make major announcements on LinkedIn instead of through a press release.

And no wonder. Social media has gained enormous traction and power while the news media has disintegrated. Why ask to borrow someone else’s space when you can simply create and launch your own content exactly as you want?

PR professionals know that the ease of entry to social media is its greatest strength and its most gaping weakness. Every niche in every vertical is saturated, making it almost impossible to make an impact. And when you have a truly insightful post, the algorithms seem to especially punish you for not hitting the right keywords at some magical right moment.

Earned media, meanwhile, can elevate brands instantly by landing their best ideas in trusted media. That’s because: 

• Social media is flooded with bots, ads, and self-promotion. Earned media stands out because it comes from trusted third parties — giving brands instant legitimacy with buyers, investors, and partners. There are also many forms of earned media, creating customized placement options for spokespeople across the company.
• Decision-makers may ignore their LinkedIn inboxes, but they consume the trade publications, newsletters, and podcasts they respect. Effective public relations means not having to pay to be top of mind with key stakeholders.
• Algorithms can make social media posts disappear. But high-quality content in trusted media outlets lives forever – especially when their logos are posted on your website and repurposed across any number of other marketing, sales, and business development assets.

The difference is clear: Social media attention must be earned over time through constant posting, precise timing, and algorithmic luck – and then the attention disappears almost as quickly as it appears. Conversely, earned media compounds, and the companies featured in them borrow that credibility every time they share the link.

Learning to speak C-Suite

Communications professionals often say we add more value than leaders and clients realize. So the question isn’t “why don’t they get it?” The question is – why aren’t we doing a better job of proving our value?”

If you’re struggling to put together the plan that will show how communications is a bottom-line investment into growth and profit, watch our two recent LinkedIn Live panel conversations. 

First, the case for earned media over social media, with The PR Accelerator’s Tracy Schmidt:

How to master business fundamentals to make your case, with consultant all-stars Ashley Dennison of CommsConsultants and Sources of Sources’ Peter Shankman: