The Uncomfortable Truth: Why 100% Honesty is Your PR Counsel's Most Valuable Asset

I've been thinking a lot lately about the changing role of Public Relations, especially in the last decade, when the value of true PR counsel seemed to slip from its established spot at the top of the communications and marketing pyramid.

This shift begs the question: What is the most valuable asset an independent PR counselor brings to the table?

It’s tempting to say it's exceptional writing, but I know firsthand that isn't the whole story.

The Ceiling I Needed to Hit

Back in the mid-1990s, when I was an Account Executive at Spring, O’Brien in NYC, I learned this critical lesson. I had been promoted from the receptionist desk into Procter Lippincott’s department, representing clients in financial services technology (Fintech), specifically focusing on capital markets.

I was a fast, skilled learner, but writing was always my weakness. When Procter made it clear I’d hit a ceiling at that firm, I confessed my anxiety to Meredith Pillon, who ran the travel and tourism department.

"I just don't see a path forward, Meredith," I told her. "I'm not a writer."

Her response was the moment my career shifted: "That’s what I have David Kleinman for."

David was her senior writer. Meredith focused on strategy, client relationships, and high-level execution. This insight—that true leadership lies in strategy and relationships, not necessarily every single tactical skill—was the blueprint for how I launched Massing PR years later, anchored in our virtual, specialist-driven team model.

The Real Job: Protection Over Promotion

But the value of Massing PR, or any expert counsel, isn't just about aggregating specialized talent. It's about our core function, which differs fundamentally from internal teams or sales marketing: PR is your long-term security system.

Our mission is to protect and promote your company, building its reputation over the long-term to increase company valuation and competitive advantage.

This is where our single most valuable asset comes into play: 100% honesty with no internal vested interest.

Why PR Counsel Must Be Uncomfortable (And Strategic)

Internal C-suite and management teams, by necessity, are driven by their own hierarchy. They are ultimately looking to please a manager, secure a bonus, or win a promotion. This creates a natural, human impulse to agree with the boss or soften potential bad news.

An external PR advisor, however, is your dedicated challenger.

• We are the ones who will tell you when you are making a mistake.

• We challenge you and stand up to you on principle if required.

• We will not just agree with you to make you happy.

This necessary tension is the opposite of sales marketing. PR is not a quick content metric for ROI or lead generation. PR is the long-term play, and it demands unvarnished truth.

This is why it’s critical for PR to have a seat at the decision-making table. PR is uniquely positioned to advise the leadership team on everything from the critical timing of major announcements to overall market strategy and, most importantly, identifying emerging reputation risks before they become crises.

Because ultimately, if a client goes to market with an embarrassing mistake or a flawed strategy, the blow to reputation falls directly on both of us. Our reputation is tied to yours, but our primary focus is ensuring your strategy is sound, ethical, and defensible before it goes public.

The true value of expert PR counsel isn't in drafting the perfect quote; it's in being the trusted, unbiased voice that ensures the quote—and the strategy behind it—will stand the test of time and crisis.