Seat at the Table

Every senior executive and public relations professional should read BusinessWeek.com’s PR’s Best and Worst of 2006.   Read it and keep in mind that each case is one where a business move (or lack or) resulted in a boost or hit to the reputation. 

This should serve as a good reminder that public relations is the reflection of reality.  Good company moves result in good PR.  Likewise, corporate blunders cause hits to the reputation.  The job of the PR professional is to soften the blow in the case of the blunder and magnify communications  around the good deed.  And while we can’t magnify the good decisions themselves, we can advise on how different corporate moves will affect a company’s reputation (do that properly, and that gets us the so-called seat at the table)

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