Why do people think they can hire PR on a commission of ROI?

Genuine question.
PR is not a slot machine. You don’t pull a lever, wait for the cherries to line up, and hand over a percentage of your winnings. PR is strategy, storytelling, connections, positioning, and 35 years of industry experience that you cannot quantify in a neat little spreadsheet.
You’re not paying for ROI on a product.
You’re paying for:
✨ The doors that open
✨ The conversations that happen behind the scenes
✨ The perception shift
✨ The media relationships you don’t have
✨ The brand credibility you desperately need
✨ And the fact that when you pitch yourself, no one answers… but when I do, they respond.
PR is not commission-based because results are multi-layered, long-term, and often intangible. You want instant ROI? Run ads. You want authority, trust, visibility, and a brand people actually take seriously? That’s where PR comes in.
Stop treating PR like an affiliate scheme.
Start valuing the work that elevates your entire reputation.