A PR pro, journalist and client walk into a bar. The PR pro reads the room and finds the perfect spot, the journalist studies the dynamics, and the client checks their watch, questioning the ROI of relationship building.
This scene captures PR’s essential, but hard-to-measure, skills. Today’s PR pros are strategic advisors, crisis counselors and reputation architects, yet they struggle to articulate their value. The hesitation to hire PR goes deeper than budget, it’s about viewing PR as tactical rather than strategic. As one Fortune 500 CMO puts it:
“We don’t hire PR firms for their media lists or writing skills. We hire them for their judgment, their instincts, and their ability to see around corners.”
Behind every measurable win lies crucial but hard-to-quantify skills. When a PR pro prevents a scandal or lands the perfect story, it’s not just luck. It’s relationships, judgment and deep human understanding developed over years. These instincts can’t be taught or automated. They compound over time, creating exponential value that distinguishes veteran pros from newcomers.
