When people think about public relations, they usually think about media coverage. A story in a national publication. A television interview. A product launch that gets people talking.

And that’s certainly a big part of what I do. After more than 30 years in PR, I still get excited when a story I’ve pitched gets picked up, especially when it’s one I’ve spent weeks or even months working on.

But some of the most important work I do never makes the news.

It’s the announcement that needed another round of edits because something didn’t sound quite right. The question I raised that no one had considered. The phone call to a reporter that cleared up a misunderstanding before it became a bigger issue.

None of that shows up in a media coverage report. But it can be just as valuable to a client.

One thing I’ve learned over the years is that organizations can be so close to what they’re doing that they don’t always see how something might be perceived by people on the outside.

I’ve been in plenty of meetings where everyone in the room understands exactly why a decision was made. But that doesn’t mean a reporter, customer or member of the public will see it the same way.

That’s usually when I start asking questions.

What are we not thinking about? How could this be interpreted? What happens if a reporter asks about something we haven’t addressed?

Sometimes those questions lead to a change in messaging. Sometimes they lead to a completely different approach. And sometimes they confirm that we’re on the right track.

I also think there’s a tendency to assume that more communication is always better. It isn’t.

Not every situation requires a press release. Not every issue needs a public statement. And not every reporter’s question should be answered before you’ve had a chance to understand what they’re really asking.

I’ve advised clients to hold off on announcements, rethink how they’re presenting information and, on occasion, reconsider whether something should be announced at all.

That doesn’t mean avoiding difficult questions or withholding information people have a right to know. It means thinking things through before creating confusion that could have been avoided.

And then there’s the value of relationships.

I’ve spent decades building relationships with reporters, editors and producers. Those relationships help when I’m pitching a story, but they’re also important when the news isn’t necessarily positive.

Sometimes a quick phone call can clear up a misunderstanding that might otherwise turn into a series of emails. It doesn’t mean a reporter won’t pursue a story or ask tough questions. But having a relationship built on trust and responsiveness makes those conversations easier.

Of course, I still believe in measuring results. Media coverage matters. So does getting the right message in front of the right audience.

But how do you measure the value of a sentence that was changed before it caused confusion? Or a question that prompted a client to think differently about a decision? Or an issue that was resolved before it escalated?

You can’t really put a number on those things.

After more than 30 years, I still love seeing a client’s story in the news. But I’ve also come to appreciate the work that happens long before a reporter writes a word.

Sometimes the best PR is the work nobody ever sees.