In a world of constant crisis, leaders do not just need messaging. They need judgement. The modern communicator is no longer simply shaping what is said after decisions are made, but helping leadership make sense of what is happening in real time.

In this episode of Stories and Strategies, Farzana Baduel and Doug Downs speak with Thomas Fife-Schaw, UK Managing Director of Corporate Reputation at Ipsos, about how the PR role is evolving into a strategic sense making function. From advising CEOs on when to speak or stay silent to navigating geopolitical tension, polarisation, and fragmented audiences, the conversation explores what it takes to operate at the centre of decision making.

They also examine the rise of strategic ambiguity, the growing expectation for businesses to take positions, and the tension between visibility and risk. In a world where every statement can trigger backlash, knowing when to speak and when to pause may be the most critical skill of all.