How a PR on your board bolsters crisis response

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Corporate risks have multiplied in recent years. Cybercrime, social media-generated reputational crises, investor disputes and business integrity controversies are just some of the sensitive and challenging issues boards are increasingly having to address. Business leaders will naturally turn to their comms teams at these times, tasking them with countering any ensuing bad publicity and restoring credibility. It is hard to legislate for some of these risks, but there is little doubt that if more PRs were present on boards, they would be better placed to deal with the fallouts. Communications responses would be more considered and robust, as they will have been firmly embedded in strategy documents addressing preparation and tactics for navigating various crisis scenarios. Moreover, when crises strike, having PRs at helm would enhance the coordination and execution of the crisis strategy.