Valerie Christopherson is one of the leading public relations executives in the rapidly evolving mobile marketing space. Her firm, Global Results Communications, now handles 17 mobile clients in less than three years since its founding.

A native of Diamond Bar, CA, Ms. Christopherson spent more than a decade as a wireless specialist working in PR agencies such as Mesa Communications and Porter Novelli as well as in-house at chip maker Qualcomm.

Today, the 12-person Global Results, of which Ms. Christopherson is managing director, represents clients such as the Mobile Marketing Association, Quattro Wireless, go2 Media, MobileStorm, Nuance Communications, Plusmo, Snaptell, WaveMarket, Avot Media and Omnilink Systems. Mobile Marketer's Mickey Alam Khan interviewed Ms. Christopherson on her Irvine, CA-based agency, attitudes to mobile marketing, media take on mobile, industry challenges and mobile PR. Excerpts:

When did you first launch your business?
Global Results Communications officially launched on Sept.2, 2005

How many people and accounts did you start with?
GRC was established literally from ground zero, with the first account won within five business days. The first employee joined a little over a month later, at which time the firm had grown to four accounts, primarily through referrals.

Where is your company today? Clients, staff, milestones?
GRC has continued to enjoy steady growth over the course of three years. Today, the firm represents more than 17 companies worldwide.

Marquee milestones include the company's growth rate, opening of expanded offices in 2007 and ability to attract top-notch talent.

What's your firm's specialty?
GRC specializes in two key areas: mobile communications and global PR programs.

Why the name Global Results Communications?
Global reflects the market we play in as "wireless" has no boundaries; "results" is our focus for clients and "communications" is what we do. It made sense to define the company with these three words.

What sort of services do you offer?
GRC is a full-service PR firm, offering strategic counsel, media planning, analyst relations, writing services and more.

In addition, GRC has expanded its services to include a focus on today's new mediums -- everything from Facebook/MySpace PR programs to Internet celebrity programs through SEO releases.

Why choose mobile?
Mobile opens the door into almost every industry -- it touches everything from healthcare to entertainment to automotive to sports and much, much more. Its limitlessness is very attractive and has been a market I've enjoyed throughout the last decade and half.

What have you observed with the mobile market over these past few years?
Never blink -- it changes at a moment's notice!

How have clients evolved over these years?
Clients have evolved into expanded markets as a direct result of wireless expansion and technology advancements.

Ten years ago, it was all about standards, handsets and spectrum, keeping the mobile industry niche.

Today, it's all about marketing, applications and speeds, opening windows into virtually every market segment from automotive, to law enforcement and onward to healthcare.

What was the No. 1 issue facing mobile companies in 2005? And in 2008?
Wow -- although 2005 wasn't that long ago it seems like a lifetime for those in wireless. It represented a year of technology discussions -- VoIP, Wi-Fi, WiMax, along with data and texting becoming more prevalent. It also represented a year with significant introductions into mobility by brands, marketing and more.

And in 2008, we are seeing the fruits of the efforts from 2005, including real-world deployments of WiMax, widespread use of services like Skype, social networking maximized and marketing through mobile a reality.

And your most challenging moment since you started your own business?
GRC grew very quickly. The biggest challenge has been balancing growth combined with market demands.

How have media attitudes changed towards mobile since the time you opened your agency?
I believe the media embraces mobile more now than before.

In fact, I believe that the media can find a mobile story in virtually every beat they cover, making it a compelling component to virtually any story.

Does the media get mobile marketing?
Yes, I believe there is a healthy amount of media that get mobile marketing and value what the medium brings to the market for marketers.

Are mobile clients different from marketers in other sectors?
Yes -- mobile clients are different in the sense that they offer a global perspective and operate in a mobile environment, meaning your clients aren't in your geographical location.

In fact, GRC has one client with offices in our [Orange] county, however the company's headquarters are in Boston.

So how do you convince media that mobile marketing is becoming a viable channel?
Doing PR in the wireless industry for more than a decade has afforded me the luxury of watching the media gain a better understanding of the value mobility brings. There are now beat reporters dedicated to wireless, whereas 10 years ago we had to work with a general-tech reporter.

What's your biggest frustration with clients?
I'm not sure we get frustrated, as being in an agency requires a level of understanding and patience that our clients have business pressures, goals and objectives to meet.

We have challenges, primarily in ensuring client/spokesperson accessibility for-last minute deadlines.

And your pet peeve with media?
Overall the media has been great to GRC. However, I think in general, that the media tends to have a bad impression of PR people, and I'd say, don't judge us all by previous bad experiences.

What do you look for in an employee?
Passion. I personally love what I do and want the team to have passion for what they do. GRC has been very fortunate in attracting top notch employees. We have fun, we work hard and we work together.

If there's one thing you'd like to change about clients ...
You go into agency life so you can have diversification in your clients. I'm not sure I'd change the clients for that very reason, each client is unique with both challenges and opportunities.

Any words of advice to media covering the mobile space?
Have fun with it. There are so many unique uses of mobile technologies that I'd say find the angle that allows you to enjoy the story you're writing.

What are your plans for Global Results this year and next?
GRC has grown rapidly. For the remainder of 2008 we will center on pacing the growth. For 2009, we foresee international expansion in Europe Middle East and Africa and Asia-Pacific.

One thing we've noticed is the abundance of wireless industry conferences. It's just non-stop. Is that good for the industry or is it contributing to the hype?
I believe it's good for the industry. It's important to have events that bring together experts in a networking setting to engage in discussions and debates about the market.

What would you consider as your three proudest achievements since opening your business?
Ability to attract top-notch clients, ability to attract top-notch PR talent and the company's growth -- it's kind of funny to walk into the office and look back and say "Wow, we're making it!"

Do you work long hours? Any time for hobbies -- and what are they, by the way?
Believe it or not, I work less hours than I used too. We work hard as I believe all Corporate America puts in more than a 40-hour week due to mobile phones and emails, but we have a life/work balance policy -- you have to get out, enjoy life.

My hobbies are spending as much time as I can with my 4 nephews -- ages 9, 8, 3 [years] and eight months. They provide a fresh perspective on life and traveling with them has been an awesome roller-coaster ride. In fact, I have them believing that PR is for them in their futures!

Words you live by?
Karma is everything.