JUDY NICHOLS & ASSOCIATES, Public Relations, has been a vital, active force in Houston media communications for over twenty-five years. Prior to her arrival in Houston, the long time specialist in sales promotion, marketing and public relations, provided those services in Los Angeles and Hong Kong. A full service agency with a diverse clientele, both local and national, JUDY NICHOLS & ASSOCIATES relies heavily on a firm belief in the value of research. That is a major factor in the Nichols approach to promotion…learning everything possible about the client, his product, his market, his competitors and, of course, his goals. The nature of our work dictates that the agency assume total responsibility for communication and/or negotiation with the media. In that area, participation on the part of the client without prior consultation with the agency, might well prove to be counterproductive, hampering or even defeating the purpose of the project. To avoid such contingencies, all media releases prepared by the agency on behalf of the client are submitted to the client for approval, additions, deletions or changes before distribution to the media.