New research finds that businesses are failing to see the reputational benefits of PR.

A new report from the Institute of Directors (IoD) and the Chartered Institute of Public Relations (CIPR) finds that a third of businesses have never used public relations to navigate a crisis, although three-quarters of businesses that employ PR professionals include them on their boards. Nearly one in five businesses have no PR support at all. 

The report concludes that, at a time of economic downturn, many businesses are failing to be proactive in managing their reputations.

"This important report underlines the power of public relations and provides lots of helpful guidance on how it can help build organisational resilience - crucial at this time of economic and political turbulence,” says CIPR president and IoD ambassador Sarah Waddington.

“Hopefully it will help directors feel more confident in procuring a PR team or specialist and get much more from their investment."

100 business leaders were surveyed in the ‘Role of Public Relations in Strategic Planning and Crisis Preparedness’ report, which features top tips on how businesses can benefit from PR.