CHAPTER 2

Types of Firms

We are a State university system that has unique issues with faculty, students and the all important alumni who are donors. We needed a firm that has experience dealing with the culture of academia. Building reputation requires a distinct understanding of the media hierarchy in higher education.

—Director of Communication, University System

Our issues were more about bridging differences with people, building awareness and relationships that mattered. We needed a firm that was expert in achieving these goals, not understanding the nuances and details of our business or industry. We could bring that to the table.

—VP of PR, Science and Technology Company

It certainly was an easier sell to my colleagues that the firm we ...

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