8 Times Smaller = Better
Written by David Barkoe
Bigger isn’t always better.
We’ve all heard that saying, but how often do we actually believe it?
The truth is, sometimes smaller is smarter, faster, and just plain better.
Don’t believe me? Here’s proof:
Big publishers envy small publishers because they're more focused, can move faster, and are more deeply connected to their community.
National media stories have their place but don’t leave niche media out of your PR strategy. Niche media coverage hits the hearts and minds of buyers directly. Podcasts are a great example, like this interview we scored for our B2B CMO client – selling a product targeting marketers – with Exit Five, a community of CMOs and marketers. That sounds like success to me.
3. Small PR agencies bring big expertise. Whether in healthcare, tech, or fashion, smaller firms can offer deep industry knowledge and specialized media connections. Our consumer PR team, for example, has spent years building strong relationships in toys and electronics — some of us even helped launch the iconic Tyco Tickle Me Elmo. Maybe that’s why brands like General Motors and Häagen-Dazs turn to smaller PR agencies. They know focused expertise beats sheer size.
4. Data shows the top draft picks are getting smaller — from 6’6” to 5’10.” Why? Less weight. More speed. Faster wins.
5. The Head of Content, Social, and Integrated Marketing at Microsoft recently pointed out that smaller teams are scrappier and more efficient. Sounds a lot like Amazon’s two-pizza rule: If your team needs more than two pizzas, it’s probably too big, too slow, and bogged down by bureaucracy.
6. Coral reefs cover just 1% of the earth’s surface but support 25% of all ocean life. There’s nothing more Miami than that. (And, yes, I’m based in South Florida.)
7. The growth of small creators comes at the expense (time and revenue) of big publishers. No matter how hard media giants try, they can’t figure out how to turn the tide in their favor.
8. In PR, small wins. Big agencies might have scale, but they struggle with agility, speed, and too many voices weighing in. A smaller PR agency partner brings just as much expertise to the table, while moving and adapting faster for big impact.
Bet on small.
Credit to Joe Burns for this image.
We agree with it so much we couldn't NOT include it here.