Farzana Baduel, President-elect of the Chartered Institute of Public Relations (CIPR, UK), highlighted Sri Lanka’s resilience and growing regional relevance in regional communication when she addressed “Reputation Under Fire: How Leaders Can Navigate Online Crises,” an exclusive learning and networking event hosted recently by the Public Relations Association of Sri Lanka (PRASL) in collaboration with The Sun (Daily Mirror) of Wijeya Newspapers Limited at the Sheraton Colombo Hotel. The event was supported by Sunshine Holdings, Colombo Port City and the Digital Marketing Association of Sri Lanka.

The event brought together senior communication professionals from agencies, corporates, and media organisations to examine reputational risk in an increasingly volatile digital landscape.

The session was led by Baduel, Founder and CEO of Curzon PR and Resident Public Relations Expert at Saïd Business School, University of Oxford, who drew on her global experience in crisis communication, reputation management, and leadership advisory to share practical strategies for navigating continuous reputational threats.

Commenting on the evolving nature of reputation risk, Farzana Baduel said “Sri Lanka’s resilience over the years is remarkable. But 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.”

Reflecting on the local relevance of the discussion, Mushthak Ahamed, President of PRASL, stated “In Sri Lanka, silence is rarely viewed as 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.”

Speaking on the importance of the collaboration, Rishini Weeraratne, Editor of The Sun (Daily Mirror) at Wijeya Newspapers Limited and Ambassador for Sri Lanka at the Chartered Institute of Public Relations, added “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.”