Previously published on June 3, 2025 in
How PR and IR Interact: The stakes have never been higher
So much of what brand communicators face today revolves around risk —anticipating it, avoiding it, managing it. And while it’s always been important, ensuring trust and a consistent, unified narrative between comms and IR has never been more vital.
What has also intensified is the reality that a compromised PR-IR relationship adds to brand risk. Forging — or cementing — that bond was at the heart of the conversation as industry leaders recently convened in PRWeek’s offices to discuss both sides’ responsibilities and contributions — elements that need to be present at all times, crisis or normalcy.
ABC: Always be communicating
Solid relationships start with a recognition that the other party contributes to your success. Case in point: According to a recent PRWeek-Notified survey, 82% of comms pros said that IR input into comms functions has an impact on campaign results. Roundtable participants elaborate.
“The more connected PR and IR are,” opines Vested’s Jacqueline Gogel, “we can get ahead of some of the challenges from the analyst side, such as questions that are either misconceptions or negative perceptions.”