There is a familiar hum of a boardroom in motion, with executives gathered around, discussing growth strategies, unveiling ambitious product plans, and pouring over financial projections. The discussion is lively, the CEO, full of zeal, reveals a new product initiative that promises to "redefine the market." At the corner of the room, the communications lead raises an eyebrow and asks, "And when this blows up on X (formerly Twitter), what's our plan?"Cue the awkward silence.This isn't a dig at corporate optimism; At first glance, it might seem logical to focus on the numbers and the operations that drive them. But the unspoken truth is this: every decision made in that room will eventually be judged not by its technical precision but by how well it resonates with the people and the world outside. This is where PR comes in.Connecting Vision with RealityPR has long been stereotyped as a reactive function, swooping in to manage crises or churn out press releases. But at its core, PR is about achieving what strategists call the "strategic fit" that aligns an organization's internal capabilities with external expectations. PR goes beyond just explaining what a company does. It shapes why people should care.Great PR professionals are strategists at heart, focused on achieving the elusive "strategic fit" that generates harmony between a company's internal ambitions and the external realities of the market and society. They don't merely respond to crises; they anticipate them. They skillfully frame the company's achievements within the broader context of what matters to stakeholders.The much-adored Saregama Carvaan comes to mind - a retro-inspired music player designed for older audiences but marketed as a gift from the young. The product wasn't just a hit but a storytelling triumph built on communication insights that revealed what customers wanted. This was more than clever advertising: it was PR influencing product design and strategy.Business is about people – and so is PRThe speed at which information travels today has fundamentally shifted the stakes for organizations. A single tweet, post, or video can ignite a firestorm of public scrutiny. The now-infamous Indigo Airlines crisis, where a passenger altercation went viral, illustrates the critical need for a strong PR presence. It is needed not just in mitigating fallout, but in proactively setting the tone of public engagement. When PR operates from the margins, companies are left reacting to crises that could have been avoided. When it operates from the centre, it equips organizations with foresight and resilience.Every business decision, a new product launch, a policy shift, or an operational change, ultimately involves people. PR, which focuses on building and nurturing relationships, serves as the connective tissue between organizations and their audiences. Internally, PR fosters alignment by ensuring employees feel informed and engaged. Externally, it crafts authentic narratives, bridging the company's goals and stakeholders' needs. These relationships are the foundation of long-term success, yet they are often overlooked in the rush for immediate results.The Moral CompassAt its core, PR is the steward of authenticity. A strong PR team ensures that an organization's words and actions align seamlessly with its values. The best PR professionals lean into uncomfortable truths rather than shying away from them, offering leadership the candid feedback necessary to preserve trust. Their role as the 'conscience of an organization' is perhaps their most valuable contribution, especially when transparency is no longer optional but expected.When Data Meets CreativityModern PR is as much a science as it is an art. Data-driven insights now guide strategies that were once built on intuition alone. PR professionals analyze trends, customer behaviours, and competitive landscapes to craft campaigns that are both creative and impactful. But such agility isn't possible when PR is an afterthought. It requires a seat at the table from the outset. And yet, PR remains undervalued in many boardrooms. Often treated as a final step in the communication pipeline, it is looped in only after decisions are made. This short-sighted approach undermines PR's potential and robs organizations of an essential perspective.To relegate PR to the sidelines is to overlook its profound impact on organizational success. As businesses navigate an era of unprecedented scrutiny and connectivity, PR must no longer be seen as a support function but as a core component of leadership. So, as the next round of big decisions is debated and shaped in boardrooms worldwide, it's worth considering this: a seat for PR at the table isn't just about inclusion. For organizations seeking to build trust, foster resilience, and lead with purpose, PR is not optional. It is essential.