A while back, a business partner told us he still shares with every new team member that The Right Spin helped them land their very first project in Singapore. It’s been more than a decade, but he remains genuinely grateful to this day.
Over the years, media and influencers have often said we’re one of the most impressive teams they’ve worked with. They tell us we’re organised, responsive and always make sure they have what they need to do their best work.
I’m not sharing this to boast but because it means the world. These are the moments that remind me why we do what we do.
In another article, I talked about how we’ve stayed sharp in PR by keeping up with trends, refining our craft and leaning into tools like AI.
But that’s only half the story.
What’s carried us through 25 years isn’t just technique. It’s heart, values and the relationships we’ve built along the way.
So here’s the other half of the story. The softer, quieter half. The part that keeps us going when things get hard or when no one’s watching.
1. Visibility fades. Purpose stays.
Some stories go viral. Others go quiet. But the ones that matter most to us and to the people we work with are the ones that stood for something. That’s the kind of work we want to be known for.
2. Progress is hollow without gratitude.
In PR, we’re incessantly chasing deadlines, hitting targets or landing the next pitch. But over the years, we’ve learnt to pause, reflect and give thanks for the small wins, the big milestones and the people who made them possible.
3. Don’t trade principles for shortcuts.
There are easier ways to “win” in this business. But they’re not worth it. When something doesn’t sit right, even if it’s profitable, we let it go. And every single time, we’ve been glad we did.
4. Choose grace, not just grit.
We’re all human. We all have off days, sick kids, big dreams and tight margins. In a business that moves fast, kindness can feel optional. But it never is. It matters, especially when no one’s keeping score. And sometimes, giving someone a break isn’t a sign of weakness but a mark of strength.
5. Growth isn’t just about revenue.
Some of the proudest moments in our journey aren’t the headlines we’ve landed or the big events we’ve pulled off. It’s seeing a junior stepping into his or her own, witnessing a hesitant client grow into a bold storyteller or staying with a client through a rough patch and coming out stronger together. That’s the kind of growth we never want to stop chasing.
6. It goes both ways.
Whether it’s a vendor, client, collaborator or teammate, if someone has walked the journey with us through tight timelines, tough days and shared wins, that loyalty means something. We don’t believe in change for the sake of novelty. We believe in growing together and showing up for those who’ve shown up for us.
7. Be the one who gives chances.
We all started somewhere. Someone took a chance on us. We try to do the same, whether it’s a fresh grad, a freelancer or a brand with more heart than budget.
8. Celebrate quietly, too.
Not every win needs a press release. Some of our most meaningful moments never made it to LinkedIn, like earning back a client’s trust, seeing a teammate grow into a leader, watching a junior nail their first pitch or helping a small brand find its voice. They may not be flashy but they matter and they’re more than enough.
9. Stay human, always.
PR can get polished and performative fast. But people still respond to what’s real, be it emotion, humility or care. That’s what cuts through.
10. Never forget why you started.
Late nights, difficult calls and constant push for better only make sense when we remember our why. For us, it’s always been about the purpose behind the work and the people we do it for.
The Soul of the Story
PR will keep evolving, becoming faster, louder and more complex.
But what grounds us is simple: trust, care and purpose.
Not the need to be seen, but the call to be faithful — to the work, to the people and to the values that quietly endure.
That’s the compass that keeps us steady.
