MBAs Get Schooled


In times of crisis, a public relations firm can often be a CEO’s best move.  From advising on the best way to communicate with stakeholders, to crafting a media statement conveying the right tone, to establishing long-term tactics to avoid future issues, a PR pro can help guide a corporation through the storm.

The Public Relations Society of America (PRSA) takes this notion one step further – what if we teach CEOs how to use PR themselves?

That’s exactly what its new pilot program at five business schools intends to do.  Targeting future CEOs, these schools are launching a public relation course within their MBA programs for the 2012-2013 school year.  Curriculum will cover how to apply public relations skills to manage disasters and preserve a company’s reputation.

But if CEOs are educated in public relations, does that make us professionals obsolete?  The answer – absolutely not!

By learning the value of public relations, both in times of crisis and in day-to-day management, business executives will be more apt to appreciate the services a full-time consultant can bring to their company.  They’ll also have a more comprehensive understanding of expectations and results, helping both parties stay on the same page.

CEOs trained in PR can be more discerning in vetting a public relations firm.  This will help ensure they ultimately select the best match for their corporation, which can foster a healthy working relationship.

Most importantly, a PR-savvy CEO has a good chance of properly managing the first moments of a crisis, which will help put the entire campaign on the right track and make the ride much less bumpy for all involved.

So to you future CEOs out there, we say – hit the books!



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