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Bigger is not always better with PR firms: boutiques are grabbing high-profile clientele.

Article Excerpt
Though the reality is that most public relations agencies are relatively small, the perception is most companies would rather have their spinning done by mega-companies with an often global reach, rather than a small, lesser-known firm.

But smaller agencies are beginning to dispel the common myth that bigger is better by steadily capturing a larger piece of the market, offering companies personalized service and senior expertise at a more cost-effective price than larger firms can offer.

Trendy, upscale Downtown hotel W San Diego has been working with San Diego-based J Public Relations, a two-person specialty boutique agency, for nearly two years now.

The draw of a boutique firm, which generally means a small, fashionable specialty shop, is personalized service and local knowledge, said Rob Stirling, the director of sales and marketing at the W San Diego....

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