How do communications professionals move from being practitioners to becoming trusted advisors? And, how do you know when you’ve reached that point? These are some of the questions discussed by senior PR leaders during a break-out session at the recent Public Relations Society of America (PRSA) International Conference, and similar topics are on the minds of up-and-coming communications pros.

Communications leaders at the conference offered a combination of these five answers, and I’ve added other points based on guidance I’ve learned through the years:

  • Be the reputation and conscience of the brand. Provide a wholistic and realistic view across all of your organization’s important audiences, thus allowing leaders to consider ideas, feedback and perspectives from all angles. This means you need to be integrated with other departments, as well as actively understand and anticipate the needs of customers, employees, suppliers, industry analysts, media/influencers, and the marketplace.
  • Say “no” or “have we considered ‘X’?” to leaders, as appropriate, when no one else will. In doing so, give the rationale for your recommendation and/or offer best practices and solutions. In return, you’ll earn the ear and respect of the leader.
  • Ask powerful questions to gain insights and understanding to offer the best counsel. While leaders may turn to you for thoughtful answers to business challenges or opportunities, it’s your questions that also prove your value and show your counsel. For example: What would happen if we did “X,” or what would be the risk of doing nothing? What are we trying to achieve and why? How does “X” fit in with other business goals? How will we know we succeeded? What do our customers/employees, etc. know, need or believe, and how does this impact what we should be doing? What can we learn from trying this, or from failing?
  • Care deeply about the organization and the leader(s). Be the advocate and ambassador for your brand – and find reasons and meaningful ways for other employees to do the same (both online and offline). With leaders, ask: “What do you want your legacy to be beyond your current role?” This can help you understand his or her motivations and goals vis-à-vis the organization’s objectives and allow you to further support business and the leader.
  • Always be curious. Dig deeper and get involved in conversations that go beyond your communications role. Indeed, you may know that you’re a trusted advisor when you’re asked to participate in meetings that aren’t about public relations!