Historically speaking, boardrooms have favored business leaders with backgrounds in business strategy and finance. As the technological landscape has progressed, though, they’ve also been eager to embrace individuals with vast experience in cyber risk.
Marketing and communications professionals, however, have remained on the perimeter of boardroom involvement. But as news and PR cycles continue to grow more powerful, invasive, and easily accessible online, it’s high time for boardrooms to embrace their media-savvy peers as vital corporate leaders.
Just ask United Airlines. In the wake of their current PR nightmare (which involved dragging a man off one of their flights), their CEO released a statement that came across as tone deaf to many readers. Not to mention, United Airlines stock has dropped $1.4 billion in the wake of this crisis.
Combine this event with the recent confusion over two teens who weren’t allowed to fly wearing leggings, and you can bet that the United Airlines’ board isn’t having a very good couple of weeks.