Years ago, not long after I had struck out on my own to start my own PR agency, I attended a party where I met a prominent journalist at a top-tier news outlet and we had a nice chat and exchanged contact details. For years we didn’t cross paths professionally. But one day, she reached out. A source for a very sensitive story needed advice on how to handle the press scrutiny that she would soon be experiencing.

There was no contract, no fee, no ask—just someone in need. I offered my counsel freely.

As a result, over the years, the reporter has continued to refer clients to us and has introduced us to other colleagues who could be helpful to our clients. And while those referrals have certainly been valuable, what they really represent is something more powerful: trust.

Beyond the number

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