While in the delivery room waiting to give birth to twins last December, Tia Mattson, senior PR and communication manager for Crocs, was busy writing a press release. Given her dedication, it's not surprising that the Colorado-based shoe company hit 1 billion media impressions last year, a number it will likely surpass in 2008.

Though Mattson “stumbled onto” her position while working in marketing for companies that didn't have big marketing budgets, she quickly “fell in love” with ...