Chief communicators at many U.S. institutions are interested in forging closer ties with governing boards. Proponents say such relationships can increase board trust and confidence in communicators before a crisis occurs, making it easier to manage the institution's reputation and limit negative publicity when one does. At some institutions, such relationships to board members may be formally spelled out and integrated into a communicator's duties; at others, communicators may cultivate them informally. Those who are in regular contact with board members encourage their peers to initiate similar connections with the institutional board, so long as the president supports it. Like so much in communications, effectively dealing with board members comes down to building relationships. Cultivating them with board members can be as simple as approaching them socially at university football games and arts events.