San Diego-based strategic communications and public relations firm, (WOC) has launched two new specialized agencies, WOC Resonance and WOC Signal. WOC Resonance will focus on community trust environments such as senior living, tourism, and nonprofit organizations, while Signal will cover business-to-business sectors such as clean energy, advanced manufacturing and cybersecurity. The launch was driven by advancements in artificial intelligence (AI) search capabilities, which led Julie Wright, Woc president and founder, to suggest that it was advantageous to specialize in these types of agencies. Woc Signal will be led by Larry Smalheiser, a 25-year PR and strategic communications executive who joined WOC in 2023 to oversee the firm’s B2B and technology practice. The agencies will be supported by shared infrastructure, administrative support and services that aren’t sector specific.