Boards should be educated on being proactive with reputation, ING’s head of corporate affairs says
Boards of businesses and organisations have become more aware of the role public relations and reputation management plays in its business.
Speaking at today’s Public Relations Institute of Australia conference, the head of corporate affairs at ING Bank, David Breen, said boards need educating on how to be proactive in both reputation management and crisis communications.
“Boards absolutely understand from a crisis point of view how important that PR function is, they absolutely get that, what they need educating on is the value of proactive side of it,” Breen told the audience.
Being proactive should always be the platform for reputation management. But being brave must always be complemented by being strategic. Bravery has not always been wise; whereas being strategic is courage tempered by reason
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