Why should the person in charge of the public relations program be a member of upper management?

Having the person in charge of the public relations program be a member of upper management is vital because it allows for greater influence over company policies and strategies. When public relations is situated within the upper management tier, it ensures that the public relations function is aligned with the organization's overall goals and objectives. This position affords the PR leader direct access to decision-makers and the ability to advocate for necessary changes that can enhance the company’s reputation and relationship with stakeholders.

Moreover, this influence is critical when crises arise, as upper management can act swiftly to address issues and communicate effectively with the public. Being part of upper management also provides the authority to implement decisions that can significantly impact the public image and operational success of the organization.

While visibility, effective budget management, and personal credibility are important factors in a public relations role, they are secondary to the fundamental need for influence over policy. The ability to shape and support policies that resonate with both the organization's vision and the public’s perception is essential for an effective public relations strategy.