Cultivating a career all about cheering on businesses and its entreprenuers just made sense for Andrea Roche. Yet as a professional hype woman, no matter what public relations agency she landed at, she often felt her efforts of gaining exposure for clients fell flat. The problem? Securing press is simply not a one person job! Finding a lack of support or allocating far too much time to training the assistance that some agencies provided seemed to be challenges that several peers agreed prevented them from achieving optimal press results for clients—and it goes far beyond not having enough hours in the day to strategize, research target audiences, craft the perfect pitch, organize media kits, stay on top of trends, keep up with media contacts, ensure samples are received and chase live features all while maintaning client expectations which includes constant reeducation (and at times, reassurance) of the PR process.