In the world of public relations, white labelling, the practice of producing work under another agency or brand’s name, is often positioned as a pragmatic solution. It promises scale, discretion, and seamless client servicing. For boutique firms and independent strategists, it can be a tempting revenue stream. But beneath the surface, white labelling carries risks that can quietly erode credibility, creative integrity, and long-term strategic value, for both the PR practitioner and the client. As someone who has built campaigns that elevate brands, leaders, and legacies, I believe it’s time to challenge the normalisation of white labelling in PR. Not because it’s inherently unethical, but because it’s increasingly misaligned with the values that define great communication: authenticity, accountability, and strategic clarity.The Erosion of Creative OwnershipAt its core, PR is about storytelling, not just telling a story, but owning it. When you white label your work, you relinquish the right to be publicly associated with the ideas, strategies, and outcomes you’ve created. That might seem like a fair trade-off in exchange for an invoice, but over time, it can dilute your professional identity. Creative ownership isn’