When you hire a professional, what exactly are you buying — the outcome or the effort? In most fields, that distinction falls into two categories: obligation of results and obligation of means. Understanding the difference is essential for both clients hiring PR firms and professionals working in public relations.
Professions with an obligation of results commit to delivering a defined, measurable outcome. Failure to deliver that outcome means they have not fulfilled their professional duty.
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Consider a few clear examples:
- Construction
A bridge builder guarantees that the bridge will stand and meet safety standards. - Manufacturing
A car maker guarantees that the vehicle will start and operate as promised. - Software development
A contracted developer must deliver a working application that performs to specification. - Logistics
A delivery company guarantees the package will arrive at the right place, intact, and on time. - Event catering
A caterer guarantees the agreed-upon menu will be served to guests.
In these fields, if the result does not materialize — a bridge collapses, a car fails to start, a package never arrives — the professional is liable for breach of contract or negligence. The result itself is the contract.
Obligation of means
By contrast, professions with an obligation of means cannot guarantee outcomes, because success depends on variables beyond their control. Instead, these professionals commit to applying their expertise, diligence, and recognized standards in pursuit of the best possible outcome.
Examples include:
- Doctors
They cannot guarantee recovery, but they must provide treatment consistent with the highest standards of care. - Lawyers
They cannot guarantee a verdict, but they must use skill and strategy to defend their client’s interests. - Teachers
They cannot guarantee every student will master the lesson, but they must provide effective instruction. - Therapists and psychologists
They cannot guarantee a cure, but they must apply proven therapeutic methods. - Financial advisors
They cannot guarantee market performance, but they must recommend prudent investment strategies. - Consultants
They cannot guarantee a business will grow, but they must provide informed, actionable advice.
In these professions, the process and effort are the contract. A doctor may treat a patient who does not survive; a lawyer may lose a case despite mounting a strong defense. What matters is whether they applied their craft competently and diligently.
Where PR belongs
Public relations belongs firmly in the obligation of means category. No PR professional can guarantee a front-page feature in The Wall Street Journal, a viral news cycle, or a keynote speaking slot. These outcomes depend on external decision-makers — journalists, editors, event organizers — who weigh multiple factors, many outside a PR professional’s control.
What PR does guarantee is the process:
- Strategic storytelling that aligns brand messages with news value
- Disciplined outreach to the right journalists, editors, and event planners
- Expert guidance on timing, positioning, and industry trends
- Relentless effort to maximize visibility, opportunity, and credibility
The obligation is to bring the best means — strategy, diligence, and expertise — to the table, not to dictate outcomes that no ethical PR professional can control.
Why guarantees are misleading
Some PR firms market themselves by guaranteeing media coverage. More often than not, these “guarantees” are little more than paid placements — advertising disguised as editorial. While purchased coverage may look like PR, it lacks the independent validation, influence, and credibility that earned media provides.
For clients, this distinction is crucial. A guaranteed placement might satisfy a short-term desire for exposure, but it fails to deliver the long-term reputational benefits that true PR generates. Just as hiring a lawyer who “guarantees” victory would raise doubts about their ethics, hiring a PR firm that guarantees coverage should raise skepticism about their practices.
See also:
- Is ‘guaranteed media coverage’ from PR firms too good to be true?
- 6 reasons why your media coverage expectations are unreasonable
- Why ethical PR firms don’t guarantee media outcomes
Why it matters for colleagues
For professionals in the PR industry, clear and honest communication about our obligations is critical. When we claim guarantees, we diminish our credibility and blur the line between PR and advertising.
By positioning PR alongside other obligation-of-means professions — medicine, law, education, etc. — we reinforce that PR is a strategic profession requiring skill, judgment, and diligence. We elevate PR’s reputation by educating clients on why results cannot be guaranteed, and why the real value lies in expertise, process, and execution
See also: 5 ways to manage your expectations for PR results
Setting media expectations
Helping clients and colleagues understand this distinction goes hand-in-hand with setting clear expectations around media relations. News coverage is determined by the 10 elements of news — factors like timeliness, consequence, human interest, and conflict.
Public relations professionals who educate leadership teams about news values and realistic timelines protect credibility while guiding organizations toward meaningful, sustainable visibility. (See Axia’s guide on the elements of news for further detail.)
Final thought
So, do PR professionals have an obligation of results? No. We operate under an obligation of means.
Just as no doctor can guarantee a cure and no lawyer can guarantee a verdict, no PR professional can guarantee a headline. What we can guarantee — and what truly matters — is disciplined execution, proven strategy, and relentless effort that create the conditions for meaningful results.
For more information on how we can elevate your PR strategy, explore our services today or book a one-on-one consultation.
Photo by Cytonn Photography
Topics: PR tips
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