An interesting post from blogger Danny Brown at Press Release PR makes the case for the boutique agency.

In today’s volatile economic climate, companies weigh every expenditure against the value they receive. Here’s where a value of the boutique public relations agency comes into play. Boutiques are coming into their own as companies are more interested in value and results than the image factor and “big budgets” of choosing larger companies. Most boutiques are started by people with outstanding corporate and/or large agency experience who prefer the smaller operational model and the ability to really deliver on their promises to clients in terms of outstanding work, leadership from truly senior people, and personalized attention and focus. Consequently, the boutique model gives clients the extraordinary value of senior counselors and strategists without the high prices of larger firms.

Technology capabilities are a major win for boutique agencies. In the climate of Web 2.0, the boutique agency’s strength lies in the fact that they are lean and dynamic and have the ability to craft a campaign to leverage the power of digital communications. They can keep up with the continuously fragmented media market that calls for increasingly tailored expertise and outreach.

Early adaptors of the boutique model are at an advantage because – like SPR – they have worked out the systems that are most effective and gained the benefits of efficiency and experience. Thus, they are in a position to offer a welcome solution to firms that want the true value of innovative PR services.

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