Public relations needs to reassess its self-portrayal as a crisis leader.

As the term crisis becomes more commonly used across public and private sectors, public relations professionals are increasingly promoting themselves as crisis leaders.

This positioning often prioritises perception over substance — and risks overstepping the actual boundaries of effective crisis governance.

That’s not to discount PR’s vital role. Communication is central to any crisis response. But, as with an iceberg, what’s visible — the messaging — is only a fraction of what’s really at play.

Scholarly research, including work published in Public Relations Review and Corporate Communications: An International Journal, highlights a significant disconnect between PR practitioners frequently present themselves as strategic leaders and senior executives more often seeing them as advisors — important, but not part of the core decision-making group during a crisis.

Many are also embedded within the Crisis Management Team (CMT), but again the role tends to remain technical rather than strategic.

The Astronomer case serves as a cautionary tale.

When its CEO and HR head were caught cuddling on a kiss cam at a Coldplay concert, the company responded with a slick viral video featuring Gwyneth Paltrow as a ' temporary spokesperson'. While hailed as a PR win, the move sidestepped deeper issues of executive conduct and accountability. Stakeholders saw image management, not real action — reinforcing the perception that PR was managing reputation, not resolving the crisis.

The lesson is clear: visibility is not authority. No matter how well a message is crafted, PR cannot replace the leadership responsibilities of the CEO, Board, or CMT. Crisis outcomes hinge on decision-making — not just a communication strategy.

That doesn’t diminish PR’s value. Quite the opposite. To maintain credibility, PR must lean into its real strength: delivering timely, trusted, and strategically aligned communication that supports—not supplants—organisational leadership.

The challenge for senior managers is to ensure PR is empowered as a strategic communicator.

The challenge for PR professionals is to resist the lure of crisis theatre and instead reaffirm their role where it truly counts — as the voice of clarity in the chaos, not the hand at the wheel. Credibility depends on knowing—and respecting—its true mandate.

📩 For tailored insights into crisis management frameworks and strategic communication strategy, contact: robertm@robertmasters.com.au

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