Diversification of clients and services marked 2011 as a banner year for Shore Fire Media, under president Marilyn Laverty. Known for its blue chip roster of acts from almost every genre-Bruce Springsteen, Elvis Costello, Bon Iver, the National, Booker T., Carole King, Kenny Chesney, Zac Brown Band, Mavis Staples, Chick Corea, Marcus Roberts, Mark O'Connor, Lana Del Rey, St. Vincent-the PR firm also now represents venues, businesses, charities, websites, books, a dance troupe and non-music events. A team of three to four staffers works on each account, with experience levels ranging from Laverty, senior VP Mark Satloff and VPs Rebecca Shapiro and Matt Hanks to newer staff. But with both media and music "changing so fast," Laverty says, newer staff "really are equal partners in creating a strategy." With strong ties to traditional media, Shore Fire also has been in the vanguard of using social media. And notably, Shore Fire has become a content source, distributing mixtapes, an entertainment calendar and a poll of 100 top managers. "We've redefined our function as serving not only our clients but our industry," Laverty says. "The need is greater than ever in our business to share information and view those outside our roster as colleagues."