SRK Communications is changing its name to Crossroads Public Relations.

The name change is “more representative” of the public relations firm’s approach, the company said.

SRK was formed by Shawn Ramsey in 2003. Kristi Lee joined her as a business partner in 2004.

“The new name represents the point at which our clients typically seek to engage professional public relations counsel and/or services. Whether it’s a new company, a company entering new markets, or a company looking for a fresh start, most companies don’t know where to begin or how to elevate their public relations program to the next level,” Ramsey said. “Our goal is to leverage our expertise, relationships and wisdom to guide our clients in the right direction.”