So much of what we do as PR people isn’t about message – it’s about good advice.
And good counsel shouldn’t be relegated to press releases and placements. We need to help people think through challenges and problems and help them find their way to their goals.
When clients make bad decisions – and worse, when they make those bad decisions because we didn’t help them make a better one – is when the ground falls out from under them. And from you. And pulling things back together can be very, very messy.