Todd Aydelotte has brought his extensive experience in the public relations industry and his journalistic background together in an innovative combination at Ricochet Public Relations, where he personally trains each new hire and turns out informed publicists familiar with the audiences and industries they target and represent. The success of his method has been apparent in industry recognition and the company's growth. Here, Todd shares how studying the work of journalists, the company's recession-era start and sticking out from the crowd have contributed to Ricochet's success.