FIR was created in March of 2001, in response to the dramatic changes that took place in the IT market, following the collapse of the dot.com era.

Throughout the 90’s, FIR’s founders worked for large public relations agencies, serving a mix of clients-from start-up companies, to industry leaders with six-figure monthly retainers. During these years, we learned the “ins-and-outs” of the PR agency world-running accounts, training interns and entry-level PR practitioners, and addressing the challenges that come with servicing dozens of clients simultaneously, with rotating staffs, and ever increasing expectations.

In the late-90’s, FIR’s founders left the agency world for corporate positions, where we ran PR teams of internal staffers and external agencies-learning the value of achieving results, while staying on budget. In the corporate world, we also saw firsthand how product and technical resources can be leveraged in the messaging/branding process, and we learned the proper way to integrate PR into other aspects of the sales, marketing and product development disciplines.

After a decade spent on both sides of the corporate, and agency worlds, and seeing “the good, the bad, and the ugly” of the PR industry (from different viewpoints), we recognized the opportunity-and the need-to do things differently. The bursting of the dot-com bubble created a space for nimble PR organizations that could combine the processes of large agencies, with the affordability of contractors, and the dedication of direct employees, to focus on a single piece of business.

The result is FIR-a small, focused PR agency that doesn’t strive to be everything to everyone. But rather, a specialized firm that can deliver impressive results to a limited number of clients, in markets we know first hand, and at a fraction of the cost of traditional PR agencies.

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