PR at the Top
Echo Research found that only 3% of the 118 communication directors it interviewed in a study of FTSE 100 companies were on their company's board of directors and 23% were on the executive committee.
The Echo study, titled "Maximizing Strategic Impact - A Route Map To The Top," summarized its respondents' positions: "Having communications represented at board level helps to protect the brand by ensuring that business strategy takes proper account of stakeholder wishes and media outcomes." Not being represented at senior levels, respondents claimed, exposed their organizations to greater risks to reputation and damage. "We make fundamental mistakes in the handling of major announcements," said one respondent. "The idea of not having a communications expert on the management team is ridiculous if you've got shareholders' money in your hands, " said another.
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