Behind closed doors

In boardrooms across the country, one of the most underplayed relationships is that of the CEO and the head of PR and communication.

- RON JABAL

While both speak the language of strategy, they often speak from different ends of the table. One is driven by performance, the other by perception. One chases quarters, the other guards credibility. Their private conversations, often tense and sometimes clashing, are where reputation is won or lost.

Here are fictionalized but realistic scenarios that reveal the complex dance between leadership and communications, especially in the Filipino corporate landscape wherein relationships, trust and public sentiment are tightly woven.

1. When crisis strikes: A product recall

CEO: "We can't look weak. I want a firm statement. This was the supplier's fault."

Head of PR: "We'll mention the supplier later, but we must lead with accountability. The public rewards honesty and empathy, not finger-pointing. Let's issue a customer-first statement, announce safety checks and offer real-time updates. That builds confidence."

2. Private joke, public firestorm

CEO: "It was a joke at a private dinner. Why should I apologize?"

Head of PR: "Because virality doesn't care about context. A short, sincere apology can neutralize backlash and protect our leadership brand. I'll draft one that acknowledges the impact without compromising your intent."

3. Launching without purpose

CEO: "Do we really need to talk about sustainability in this campaign? It's just a product."

Head of PR: "Yes, but let's do it in a way that feels authentic. Filipino consumers care more about values now, especially the youth market. I suggest a campaign narrative that connects the product to our ESG goals and community work."

4. Quiet layoffs on a Friday

CEO: "Let's send the layoff memo Friday night. Avoid the noise."