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Why PR and communications deserve a seat in the boardroom

22/04/25

Author: Lauren Chambers

2 minutes read

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Let’s talk about PR in the boardroom. The boardroom is a place where strategic decisions are made, long-term visions are shaped and risks are either embraced or defused. Finance is there, of course. Operations? Certainly. HR? Usually. But PR and communications? Too often, they are either absent or brought in as an afterthought or to “package” decisions that have already been made.

That needs to change. PR and communications need boardroom buy in too.

PR and communications isn’t just about managing messages or crafting punchy press releases. It’s about influence, understanding stakeholders and navigating reputational risk. In today’s complex, hyper-connected world, communication is strategy. And yet, often organisations treat it as more of a checkbox than a driving principle.

Why are PR and comms not in the boardroom?

Partly, it’s historical. Comms and PR have often been seen as service functions - reactive rather than proactive. There’s also a lingering perception issue: comms professionals are viewed as storytellers (which we are), but not always as strategists (which we must be). 

But the tide is turning. Because the stakes are getting higher.

Reputation management

The rise of stakeholder accountability, ESG scrutiny, employee activism, brand boycotts and real-time media cycles means reputation is no longer something you protect - it’s something you build proactively. It’s a key part of your organisation’s competitive advantage, and that’s precisely where communications should be leading, not trailing.

Crisis communication

In a crisis situation, the first 60 minutes are critical - not just for the response, but for the narrative that will follow your organisation for years. Change management, employee engagement, culture transformation - none of these succeed without strategic communication at the core. The ability to shape perception, foster trust and guide behaviour? That’s not a nice-to-have. That’s mission critical.

Stakeholder management

When comms has a seat at the table, it ensures that decisions are not only sound but sustainable. It ensures that the way something is done aligns with how it will be received by stakeholders, by customers, regulators, employees and the wider public. It brings emotional intelligence into the boardroom. And it brings a much-needed lens on how communication strategy plays out in the real world.

This isn’t about ego or empire-building. It’s about effectiveness and risk mitigation. It’s about seizing opportunities with eyes wide open to the wider world. Comms doesn’t want to “own the message”- we want to shape the strategy that drives the message in the first place.

So, now is the time for CEOs and boards to bring their PR and comms leads into the fold - not just when the storm hits, but when the skies are clear, and the plans are being made. And it’s time for communications professionals to step up, speak the language of leadership, and claim the seat they’ve earned.

 

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