I recently caught up with Paul Wooding, managing director of technology at the Red Consultancy in London to discuss whether PR buyers want to pay for doers or thinkers.

To their great credit PR agencies have evolved a lot in recent years. PR has always been a very broad sector and sometimes the objective of your PR might be to improve your reputation and on other occasions you're trying to sell stuff.

Within this context PR professionals can find themselves doing quite different things – so do the PR buyers want PR thinkers or PR doers?