Are you a trusted adviser?

PR and comms professionals should be trusted advisers to senior management and the board in any organisation. In the CIPR’s latest #PRPays interview, deputy CEO of Danske Bank UK Vicky Davies explains what Northern Ireland’s largest bank looks for from communications.

Davies said: ‘A great PR and comms team is as good at managing your reputation when things don’t go well, as promotion when things do go well’.

Banking is particularly sensitive to the need for good crisis communications when things don’t go well as issues often get noticed immediately. But no comms team is immune to the need for preparation as every business has risk factors.

For Davies, good organisation and having a strategic approach for crisis is one of the three things she looks for in a communications team. The other two are calmness under pressure, and building and nurturing external relationships for the benefit the bank and customers.

The interview for #PRPays, which demonstrates the value of PR to the business community, also covers the importance of PR in the banking industry for branch closures and mergers as well as the essential role it plays for the business.