The value of a different voice

Hierarchy and tradition should not get in the way of the best choice for a tricky moment.

Fletcher Building’s AGM last week was run by Non-Executive Director Peter Crowley, after acting chair Barbara Chapman called in sick.

The chance situation turned out a good move. BusinessDesk reported that his firm and slightly gruff style, and particularly his handling of an ever-present shareholder activist, was well-received by those in attendance.

It wouldn’t have been easy. Fletcher is still struggling to rebuild its share price, which is now sitting below $3 after trading at $8 a decade ago.

PR people will assess your in-house talent and determine who is best to front media or shareholders during the situation at hand. It’s nothing personal, it’s just good business.