A Bloomington-based public relations firm that thrives on being eclectic seeks clients in realms ranging from artificial intelligence to holistic healing to event planning.

Dmitri Vietze founded the company, rock paper scissors, nearly 20 years ago while living in Portland, Oregon. He soon moved the fledgling business to Bloomington, his wife’s hometown. A company that originally focused on a diverse subset of international musicians has expanded its client base, and recently hired three new employees and created two new positions.

“It’s kind of weird,” Vietze said. “We’ve diversified by doing more local stuff.”

Sheryl Woodhouse is the chief operating officer at rock paper scissors. The firm, she said, has been growing beyond its global music industry base over the past few years, moving toward technology. Four of the firm’s six publicists are dedicated to the tech sector, and the other two combine technology with the the company’s original focus on international music.

Vietze said Bloomington suits his business because of its burgeoning technology, strong international ties and deep-seeded creativity.

Woodhouse said rock paper scissors still seeks cutting-edge musicians, Bloomington’s core of creative and highly educated people who know the latest in technology helps musicians get recognition.

The company has 15 employees and about 15 interns who all bring a variety of disciplines.

Staff members’ educational backgrounds range from classical studies to retail management. Eleanor Rust, who joined rock paper scissors as a writer and marketing specialist this month, said interpreting the language of technology is akin to deciphering Latin. “There’s a little bit of puzzle and a little bit of writerly panache,” Rust said.

Woodhouse and Vietze said growing the company does not mean a loss of the intimate connection between staff and those who hire them. Publicists are limited to three clients, and campaign managers have limits as well.

“It’s our mission to elevate the stories and share the voices of our clients in the media, so being able to trust us and understanding who we are as people is so important,” Woodhouse said. “People are coming in Day One and changing the nature of our business. That’s helped us move farther, faster.”

As the company nears 20 year in business, it will continue to delve into new lines of work. This year will be the fifth time rock paper scissors puts on CD Baby’s DIY Musician Conference, which draws people from 44 states and more than 15 countries. Woodhouse said the firm started working with CD Baby, an independent music distribution company, about five years ago. Since then, the company has helped rock paper scissors dip into other events.

Woodhouse is basing future growth on the company’s consistency, and the systems that are in place to provide a reflection of how well the company gets placements for its clients. The company currently averages seven placements for each client, each month. That means an individual might make seven appearances in a magazine article, on a podcast or at a conference 28 to 36 times in a campaign.

“One thing that’s changing in society across industries is there are no more easy formulas for accomplishing things,” Vietze said. “The thing that’s tied it together for us is organic curiosity. Sometimes, it’s not the expected path, but it’s the natural path.”