Farzana Baduel, President-elect of the Chartered Institute of Public Relations (CIPR, UK), recently emphasized Sri Lanka’s resilience and its increasing significance in regional communication. She addressed these topics during “Reputation Under Fire: How Leaders Can Navigate Online Crises,” an exclusive learning and networking event hosted by the Public Relations Association of Sri Lanka (PRASL) in collaboration with The Sun (Daily Mirror) of Wijeya Newspapers Limited. The event took place at the Sheraton Colombo Hotel and received support from Sunshine Holdings, Colombo Port City, and the Digital Marketing Association of Sri Lanka.
The gathering attracted senior communication professionals from various agencies, corporations, and media organizations to discuss reputational risk in today’s volatile digital environment.
The session was led by Baduel, who is the Founder and CEO of Curzon PR and a Resident Public Relations Expert at Saïd Business School, University of Oxford. She shared insights from her extensive global experience in crisis communication, reputation management, and leadership advisory, providing practical strategies for handling ongoing reputational threats.
Commenting on the dynamic nature of reputation risk, Farzana Baduel stated, “Sri Lanka’s resilience over the years is remarkable. However, we are now operating in a state of permacrisis, where digital, geopolitical, climate, and trust shocks overlap. Reputation risk is no longer episodic – it is continuous. In this environment, leaders must operate from a place of empathy if they are to slow reputational damage and rebuild trust.”
Mushthak Ahamed, President of PRASL, reflected on the local significance of the discussion, saying, “In Sri Lanka, silence is rarely viewed as a strategy; it is often seen as avoidance. Yet reacting too fast, without facts or alignment, can create a second crisis. Many of us in this room have lived through that tension. That’s why this conversation isn’t academic. It’s practical, it’s local, and it’s already playing out around us.”
Rishini Weeraratne, Editor of The Sun (Daily Mirror) at Wijeya Newspapers Limited and Ambassador for Sri Lanka at the Chartered Institute of Public Relations, highlighted the importance of collaboration, stating, “As news cycles accelerate and digital platforms amplify scrutiny, it is critical that media and communication professionals continue to engage with each other meaningfully. Forums like this strengthen that relationship while equipping leaders with the judgment and responsibility needed to communicate transparently and credibly during moments of crisis. We are pleased to collaborate with PRASL and Farzana Baduel in hosting this timely discussion.”
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