Before she launched her public relations agency in 1984, Myra Borshoff made a bold move: she reached out to Edward Bernays, often hailed as the “Father of PR,” in New York City. Eager for a treasure trove of insights, Myra entered the meeting with her notebook ready. But what unfolded was unexpected; Bernays spent most of the time asking her questions and truly listening. It was a powerful lesson in the importance of listening first and asking smart questions—one that Myra would carry into her agency. This approach has become a cornerstone of Borshoff’s philosophy, fostering successful, trusting client relationships that have thrived for four decades.