In a crisis, communications teams often focus on messaging. CEOs focus on survival. The gap between those two priorities is where PR loses influence.

In this episode of Stories and Strategies, Farzana Baduel and Doug Downs speak with Johna Burke, CEO of AMEC, about why communications must move beyond best practice and align directly with business outcomes. From the difference between reporting and real analysis to the role of data in decision making, the conversation explores what it takes for PR to earn credibility at the highest level.

They also examine the impact of AI, the risks of treating everything like a crisis, and why relevance is the true measure of strategic communications. In an environment where attention and resources are limited, the value of PR depends on how well it connects to what the business actually needs.