According to Lindiwe Mncube, Account Director at Tribeca PR, the best PR advice might be: wait. PR has become very good at moving fast. A journalist needs comment in 20 minutes, a trend is taking off on TikTok, a client wants a response before the conversation moves on, or a crisis is unfolding and silence is not an option.
When this happens, speed matters. Quick thinking, quick writing and quick approvals can make all the difference when the pressure is on and the window to respond is small. But speed is not the same as strategy.
Over the years, PR has become much more than media relations. Today, agencies work across media, social platforms, owned content, paid campaigns and internal communication. As the work has grown, so have client expectations. Agencies are expected to be available, responsive and ready to act almost immediately.
This is not a bad thing. In many situations, quick action is exactly what clients need. A crisis cannot wait for a long discussion, and a good media opportunity may only be available for a few hours. Clients need partners who can move quickly when it matters.
The problem starts when speed becomes the main way value is measured. When teams are judged mostly on how quickly they respond, there is less time to think properly, ask the right questions and give clients the best advice.
This is especially important in South Africa, where communication is rarely simple. Audiences are diverse, context matters, and issues such as unemployment, inequality, governance, sustainability and social responsibility affect how people see and respond to brands.
This means communication cannot only be reactive. A trending topic might get attention, but does it make sense for the brand to respond or get involved? A newsjacking opportunity might lead to coverage, but does it fit with the company’s values? A fast response might show action, but will it still feel right once the pressure has passed?
These are the questions that separate a quick response from the right response.
AI and automation are also changing the way agencies work. Tasks such as monitoring, reporting, research and some content development can now be done faster with the help of technology. But this does not make human judgement less important. It makes it more important.
The real value of PR professionals lies in knowing how to read the room, understand context, spot risk and help clients make better decisions. Technology can help with the work, but it cannot replace good judgement.
This is why the industry needs more strategic patience. This does not mean moving slowly or overthinking everything. It means knowing when to act quickly and when to pause long enough to think clearly.
Before responding, we should be asking: does this moment matter to the brand? Will this response add value? Are we saying something useful, or are we only responding because there is pressure to say something?
The agencies that will stand out are not only the ones that can move quickly. They are the ones that can move quickly when needed, while still giving clients clear, thoughtful advice.
Being first is not always the win. Sometimes the real advantage comes from knowing when to pause. Clients do not need more noise. They need better communication. And better communication starts with better thinking.
TRIBECA
www.tribecapr.co.za
