In our hyper-digital world, companies risk their reputation each time they develop products and campaigns without PR teams participating.

The social media-driven news cycle means even minor missteps can cause an immediate backlash. So, it’s critical that executives lean on PR to spot red flags during product development and ad-campaign design. But securing PR a seat at the table isn’t easy.

Too often PR focuses on tamping down crises rather than preventing them.

That’s why it’s critical for communicators to make the case to upper management that they should provide a clear-eyed assessment of current and future products, spotting problems before damage results.

PR pros should advocate executives:

·       Give PR a seat at the table early in the process–whether developing products, campaigns, or reviewing existing offerings. 

·        Take special precautions when products carry a social benefit beyond their specific purpose. 

·       Deploy PR during product development to consider potential marketing and press opportunities. 

 It’s key that executives know to tread carefully and rely on communicators to avoid long-term reputational harm.