We’ve done traditional — placing stories on the pages and airwaves of the most respected media in the world. But as media and consumer consumption habits changes, those successes are less valuable. Elasticity helps brands stretch, bend, manipulate and rethink the tools and approach used by most agencies to create new means of connecting with their audiences.

Elasticity was founded Jan. 1, 2009 by Brian Cross, Dan Callahan, and Aaron Perlut — three longtime public relations and digital marketing strategists with deep corporate and big agency experience who recognized that the age-old approach of marketing communications and PR were becoming less and less effective.

We use a hybrid approach that blends the competencies of traditional public relations and digital word-of-mouth strategies, with the creativity that has traditionally been the domain of advertising. This allows companies to break through today’s cluttered information landscape and create word-of-mouth buzz about an idea, product or service – to build engaging relationships with the audiences they wish to reach, connecting them wherever the audience is most comfortable: online, in person, or through traditional media channels.

These “triangulated” strategies of digital media, traditional and social networks allows companies to successfully develop and maintain deeper, interactive relationships with target audiences, reaching them in measurable ways that have never previously existed.

We also believe in the 3² concept of PR – the reality that by placing nine significant stories in the right combination of mainstream media, blogs, microblogs and social media – you will reach a critical mass of coverage that will move the concept and its advocates to the center of the cultural conversation.

So how is Elasticity’s approach different from that of other agencies?

1. We will never tell you to switch all of your efforts to social media, as that is, well, pretty stupid. Your marketing efforts must be consistent across traditional and new media, working to reach your target audience in as many touch points as possible.
2. We don’t use recycled programs or ideas. There are enough agencies willing to do that for you and we’re creative enough that we can develop something new to fit your needs.
3. We won’t “test” a theory on a client. Anything we suggest will be something we’ve tested, more than likely on our own dime. That’s just how we roll.
4. We will not waste your budget, as is often the case.
5. We love bacon.

We start with our clients’ specific needs in mind and develop solutions that connects, engages, and delivers a measurable return.