The other half of course is strategic counsel. As practitioners, we don’t talk this up as much as we should – at least we don’t have a catchphrase yet. For agencies, this now constitutes a challenge as clients are taking a closer look at our consulting model, fee structures, digital prowess and value generation; triggering some serious soul-searching among PR pros. The many debates about ‘The Agency of the Future’ or ‘The Future of the Agency’ prove that client scrutiny over PR value and PR spend is a good thing as it helps us refocus on our core competencies. The final verdict may not be out yet but solid PR advice, based on experience and a firm grip on facts, data and audience sentiment remains a very valuable proposition. We have all arguments on our side. We just need to be clearer and more transparent about it.