What if everything you’ve been taught about pricing your work—tracking time, logging hours, justifying effort—was wrong? What if the real value of what you do isn't how long it takes, but what impact it has? 

In a world where generative AI can draft press releases in seconds and churn out strategy decks before your coffee cools, PR professionals face a crossroads: race to the bottom by charging less for faster work—or redefine what clients are actually paying for.

In this episode, Graham Goodkind, founder and chairman of Frank, one of the UK’s most creatively disruptive PR agencies challenges how we think about pricing, pitching, and protecting our creative value—because if you’re still selling time, you’re selling yourself short.

Listen For

3:25 Why Time Is Not Your Currency in PR 

4:49 Building Frank PR on Selling Ideas Not Hours

7:57 Frank PR Revenue and Profitability Stats

10:37 AI’s Role in Creativity and Workflow

17:42 Answer to Last Episode’s Question from Lauren Passell

21:17 Graham’s Best Advice for Starting in PR 

Guest: Graham Goodkind, Frank PR

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