E65: Making PR Work Harder in Professional Services

Jon Pittham speaks with Grace James, Director at Candid Comms, about how professional services firms can get more commercial value from PR. They touch on the importance of defining clear objectives, involving the right people internally, and using CRM data to better understand how PR activity influences pipeline. The episode also explores how measurement is evolving, why relevance matters more than volume, and how PR is becoming increasingly important in areas like AI-driven visibility. Along the way, they share practical ways firms can connect content, data, and communication to stay front of mind with the right audiences.   Key discussion points: 04:51 - Measuring PR: Metrics & Attribution Challenges 07:22 - CRM Integration & Multi‑Touch Attribution 12:58 - Using HubSpot & AI to Surface Story Angles 19:59 - Crisis Comms, Regulatory Change & Rapid Response   Want to learn more about HubSpot? Visit our website: https://www.karman.digital/ Follow us on LinkedIn Listen on Spotify Listen on Apple Podcasts