In this PodSpot episode, Jon Pittham is joined by Grace James, Director at Candid Comms, to challenge that thinking and explore how PR can contribute far more directly to growth.

Grace shares her experience working across agencies before launching her own consultancy, bringing a clear view on where firms are getting it right and where they are falling short. A recurring theme is intent. Too many firms invest in PR without being clear on what success looks like, which makes it almost impossible to connect activity to outcomes.

The conversation moves quickly into how that gap can be closed. From involving partners more effectively, to selecting the right voices for media, to using data already sitting in systems like HubSpot, there is a clear shift towards treating PR as part of a wider revenue engine rather than a standalone activity.

There is also a strong focus on measurement. Grace touches on how the industry is moving beyond outdated metrics, with more emphasis on relevance, visibility, and how PR feeds into areas like AI search. Jon brings a practical lens, showing how firms can connect PR touchpoints back to pipeline over time when the right tracking is in place.

The discussion does not try to simplify PR into a quick win. It points to a more structured approach, where data, content, and communication are aligned, and where firms are intentional about how they show up in the market.

If PR has ever felt disconnected from revenue in your business, this episode reframes the role it can play.