R and social media are still among some of the most cost effective marketing dollars a small to mid-size client can spend. It’s about building and capturing mindshare, coming across as a credible resource and a good interview. Stories that run can put a client on the map. We’re fortunate to work with clients who are fearless when it comes to giving interviews. The more interesting the answers, the more likely reporters and editors include them in the story. I have one client in particular who has been given a nickname by certain reporters who call when they want a strong opinion on an issue. Small and midsize clients benefit most from agencies that specialize in those clients. The larger agencies put their best talent on the larger accounts. Wouldn’t you rather have the best talent an agency can offer?