Most often, small and medium sized companies do not have copious staff resources and wear many hats as a result. Being spread too thin is not conducive to promotion and marketing strategy as it requires daily management and creativity. General marketing staff cannot keep up with all the various mediums, frequent editorial beat changes, short deadlines, and stories that pop up randomly. An external agency provides media relationships, strategic counsel, candid feedback, prior expertise with similar client issues, and most importantly focus to maximize opportunities and garner available exposure. This is where an external agency can really shine and pay exponential dividends for the thriving small to medium entity.