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Boutique Firms Band Together to Compete

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The age-old dilemma for the owners of boutique PR firms is one of scale. Do you decline to chase new accounts that might be too big to service? Hire people to staff accounts only to lay them off when the account disappears or retracts? Do you say you handle certain tasks when there’s no one on staff who can? It’s a tough spot in down times when small firms are competing with much bigger players who are willing to take on accounts with smaller retainers.

Joining together through the Public Relations Boutiques International (PRBI) is one way small shops can, and probably why the fairly new organization has grown so quickly (see the recent press release for details).

Lucy Siegel, the current president of PRBI and owner of Bridge Global Strategies in New York city told PRNewser how member firms share business. Her own firm has worked with the Canadian High View Communications on several projects including the launch of Vacu-Seal, a hand-held kitchen vacuum sealer. And High View media trained the Toronto-based Mabel’s Labels prior to a big TV appearance. The customized Mabel’s Labels help parents keep track of baby gear–a minor phenomenon in the US.

More after the jump:


When the Synthetic Turf Organization needed help with its European counterpart, their PR firm Shira Miller Communications got in touch with UK firm Campaignteam, who in turn quickly put together a crack team to pitch and win the business including a firm near Dusseldorf, which has subsequently joined PRBI, and Mind the Gap, a member firm in Madrid.

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