In between responding to media requests and managing community speaking engagements, public information officers often don’t have a lot of spare time. Yet one of their most important tasks often is the most time-consuming: Staying on top of news coverage about their organization.

Two challenges that mid-sized PR agencies regularly face are balancing new business with client services and demonstrating results, writes Gini Dietrich over at Spin Sucks. This isn’t surprising, as they’re some of the most difficult issues to manage, particularly with limited resources.