Q: I like the flexibility and dedication of a smaller agency, but won't a bigger firm bring in more power to push my announcement?

A: There may be times in life when size matters – as for communications effectiveness, it doesn't. The editors and journalists covering our industry are professionals, trained in recognizing relevant news. Information properly presented, a consistent news flow rather than the occasional announcement, and respect for a deadline will earn a company the appropriate coverage. Conversely, "pushing" is a sure-fire way of damaging a company's reputation.

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