South Africa, Sept. 3 -- For investors, share prices are shaped as much by perception as by performance. Public relations and reputation management are no longer soft disciplines on the margins of business strategy; they are central to value creation.

A misjudged campaign can wipe billions off market capitalisation overnight, while a clear, disciplined brand narrative can unlock hidden equity. The challenge for boards is to recognise PR as a driver of valuation, not a discretionary cost.

Markets punish reputational missteps swiftly. When Bud Light's partnership with influencer Dylan Mulvaney sparked a consumer backlash in 2023, sales fell 26% and parent AB InBev lost up to 20% of its stock value in days-the brand's bid for relevance tra...