Animal charity The Brooke's comms director John Trampleasure was speaking during a discussion on the tension between fundraisers and PR staff at the conference.
He acknowledged that many fundraisers view PR as a 'leap of faith' - believing it cannot hit guaranteed targets.
Trampleasure insisted that PR should not be an add-on but central to fundraising campaigns. He added that in the battle for more investment in PR 'a crisis always helps. Sometimes you need to create a crunch moment.'
Trampleasure also argued enforcing PR responsibilities in the fundraising team and vice versa was the responsibility of the management.
'You need a CEO and operations director who believes in the importance of PR, and trustees who want the safest, not the cheapest, route from impending disaster to security. If you do not get the support, leave.'