New research out this week (as published by PR Week) shows that only 41% of the companies surveyed have a PR practitioner at executive level. It’s a worrying stat – as the same survey points out 84% of senior comms professionals feel that communications has the biggest influence on corporate reputation. The survey has focused on in house expertise, but in our experience this is a key issue for agency based PRs as well. We find that our clients get the best out of us when we are included in discussions at the highest level – most frequently because potential communications issues can be identified, addressed and planned for effectively when you involve people with the right skills and knowledge early in the process. Problems occur when, because of a lack of PR input at the top level, a ‘head in the sand’ approach is taken to crises rather than addressing issues head on and dealing with them on the front foot.
Accepting outside consultants into an organisation can be difficult for some executives to come to terms with, especially as they have to share information (warts and all) with people not directly working for their company, but for those that make communications a priority and consult with the right people at the right level, the benefits far outweigh any worries about ‘outsiders’ not understanding their company, or its motivations fully.
PR experience at board level is not just a benefit in crisis mode, having relevant expertise is vital to the business and strategic planning process and PR professionals, especially those from external agencies, can bring fresh thinking and good, new ideas to businesses and make a real difference to their performance and growth.
Communications should be an integral part of top level thinking in any organisation, not an afterthought that can be thrown in at the last minute.
Posted by Chris.