In PR, we’re naturally drawn to the work that cuts through the noise: the campaign launch, the political event, the earned media coverage, the carefully crafted social post, the client story that makes an impact. These are the visible markers of our value. They are also, often, only part of the picture.
TALA associate director Louise Coxon explains how some of our most important strategic communications work is the work we cannot talk about.
“Underlying every visible PR success sits the strategic work the external world rarely sees: the careful counsel, discretion and judgement that helps our clients manage risk and move forward with confidence.
Behind closed doors we are the trusted advisors they pick up the phone to and share their most private issues with. We help prepare for crisis situations, mitigate reputational issues, develop situational playbooks, communicate organisational change and train spokespeople that give our clients the confidence to speak to their stakeholders and the media.
We also know that sometimes the best approach is not to communicate straight away. We pause, listen, test a position and protect the space our clients need to make the right decision.
We step in when the pressure is highest, supporting clients through intense media scrutiny, preparing them for challenging interviews and having difficult conversations when media reporting falls short of professional standards.
While we pride ourselves on our ‘quiet communications’, it doesn’t make it easy to shout about our work. We want prospective clients, peers and partners to understand the strategic thinking behind the headlines, or to know that we were able to avoid headlines completely.
Not every achievement needs a public announcement. Discretion is often the reason our clients trust us in the first place. We don’t turn confidential challenges into case studies, trade judgement for publicity or make ourselves the story.
The work we can share will always matter because it demonstrates our creativity and impact. The work that stays private is equally as important. The KPIs may be less tangible, but sometimes a client feeling prepared, a board aligned around the right message, a sensitive issue navigated without unnecessary noise, or a relationship strengthened by honest, timely advice is the real success story.”