Most B2B tech CEOs hire PR firms by comparing proposals and picking whoever sounds good on paper—then wonder why their crisis comms team feels like outsourced customer service when a journalist calls at 2am about a board member scandal.

In this candid conversation on the Inspiring Leadership podcast, Red Fan Communications CEO Kathleen Lucente talks about why the “send an RFP, compare pricing” approach is a disaster waiting to happen, especially if you’re preparing for a SPAC, IPO, or M&A.