Sara Muller Fraunces cares about people. She will tell you her primary focus is at each end of the spectrum — seniors and children — but her actions show her concern for those in between as well. Fraunces’ local visibility has been high of late: she is the volunteer media spokeswoman for the family of slain Danielle van Dam. Fraunces, 36, is CEO of OutSmart, a company she founded in 2001.

Her idea for such a business developed as she worked in public relations, first as vice president in Stoorza, Ziegaus & Metzger and then as associate vice president of San Diego State University’s marketing and communications department.

“I enjoy tackling problems,” Fraunces says. “You can’t eliminate them, but you can outsmart them.” So when a former client wanted Fraunces to take over her business, she acknowledged her interest in using her experience and expertise working with clients. Specifically, Fraunces and her team of specialized experts give strategic counsel on marketing and public relations problems. About half the time, her company helps the client execute the plan. Clients range from Qualcomm to a real estate developer to a startup bank.

Fraunces’ interest in seniors began in the late 1980s when she organized fellow employees to serve lunch to users of Senior Community Centers. She served on the board of the SCC for 15 years and recently joined the board’s Alumni Group. Her commitment to children is seen in her work for the Leukemia Society, for which she has run three marathons, and her service to Children’s Hospital.

Married to Michael Fraunces, a Pillsbury Winthrop attorney, she chairs the married couples’ group and is a eucharistic minister for St. Brigid parish. Their son, Matthew, is 18 months old.

— Sandy Pasqua