What should PRs do about the referendum on Europe?

With the Conservative election victory, a referendum on EU membership is now inevitable. The speculation over the political and economic impact will reach new peaks but, at a more practical level, what does a PR practitioner need to do now to prepare?

Take a position

While commonplace in the US, it is relatively rare for UK businesses to take explicit political positions. However, given the potential impact of the decision on UK businesses, any PR should expect to be asked for their company’s view on the matter.  

As such, PR should play a central role in deciding the company’s position.