PRASL Presents “Reputation Under Fire: How Leaders Can Navigate Online Crises” with Global PR Leader Farzana Baduel

The Public Relations Association of Sri Lanka in collaboration with The Sun (Daily Mirror), Wijeya Newspapers Limited, will host an exclusive learning and networking event titled “Reputation Under Fire: How Leaders Can Navigate Online Crises” on 16 December 2025 at the Sheraton Colombo Hotel.

The session will be led by Farzana Baduel, President-elect of the Chartered Institute of Public Relations (CIPR, UK), Founder and CEO of Curzon PR, and Resident Public Relations Expert at Saïd Business School, University of Oxford. With a global reputation for her deep expertise in crisis communication, reputation management, and leadership advisory, Baduel will guide participants through strategies that help organisations navigate rapidly evolving digital narratives and manage reputational risk.

Sharing her thoughts ahead of the event, Farzana Baduel noted that organisations everywhere are operating under unprecedented scrutiny driven by fast-moving online conversations and AI. “The speed at which digital narratives shift means leaders must be equipped with clarity, agility, and an acute understanding of reputational risk,” she said. “My hope is to empower Sri Lankan business and communication professionals with practical frameworks and global insights that strengthen their ability to lead with confidence during moments of crisis.”

Commenting on the importance of the session, Mushtak Ahamed, President of PRASL, emphasised the profession’s growing responsibility in an increasingly complex communications landscape. “Sri Lankan organisations are facing heightened expectations from the public, and reputation has become one of their most valuable strategic assets,” he said. “Bringing a globally recognised leader like Farzana to Colombo underscores PRASL’s commitment to equipping our community with world-class knowledge and strengthening the role of strategic communications in the country.”

Rishini Weeraratne, Editor of The Sun (Daily Mirror) at Wijeya Newspapers Limited and Ambassador for Sri Lanka at the Chartered Institute of Public Relations (CIPR, UK), underscored the importance of the initiative from a media standpoint. “In an environment where misinformation accelerates across digital platforms and public trust hinges on accurate, timely reporting, the alignment between media and strategic communication becomes critical. This collaboration reflects our commitment to strengthening Sri Lanka’s PR and media ecosystem by connecting local professionals with global expertise. Farzana Baduel’s insights will equip both communicators and newsrooms to navigate crises with greater clarity, responsibility, and resilience.”

This knowledge-sharing forum aims to provide Sri Lankan business leaders, communication strategists, and professionals with actionable guidance in crisis leadership, digital reputation management, and the evolving role of public relations in shaping influence. Tickets are priced at Rs. 7,500 for PRASL members and Rs. 10,000 for non-members. Seats can be reserved via www.prasl.lk or by contacting +94 71 757 9390.

The event is supported by Sunshine Holdings and Colombo Port City.

About PRASL

The Public Relations Association of Sri Lanka (PRASL) is the representative body for PR professionals in Sri Lanka, committed to advancing the industry through advocacy, professional development, and the promotion of ethical standards. PRASL serves as a unifying platform for practitioners across agency, in-house, and consultancy roles, fostering a collaborative and respected communications community.