Buffalo-based Travers Collins & Co. public relations and advertising firm has laid off six employees in a restructuring, and one of its co-founders and partners, Robert Travers, is retiring.

William Collins, who co-founded Travers Collins in 1995, in a statement called the decision to make the layoffs “extremely painful, but necessary.”

“This action was necessary because of the reduced spending by some large clients and was based on a careful examination of our current staffing requirements and a company-wide analysis of associate utilization, client billings and other factors,” Collins said.

Travers Collins will concentrate on public relations, public/government affairs and crisis communication, and brand development and creative services, he said.

The firm said it will also place “renewed emphasis” on digital marketing and using new technology on behalf of clients, as well as traditional and digital media planning.

Collins said the firm “remains strong and our core business is solid. Bottom line: we are going to be a smaller, more nimble version of what we’ve always been.”

Travers will retire effective Feb. 1. The firm said he will “continue to stay involved with the business to consult with specific clients.” Travers said he wants to spend more time in Florida, playing golf, and with his wife. “There is never an ideal time to bow out, but I feel I am leaving the firm – and mostly importantly our clients – in good hands,” he said.

The co-founders formed Travers Collins when they acquired their share of the agency known as Schutte Travers Collins & Schutte.

Travers Collins went through upheaval in September 2011 when its investor relations department surprised the firm’s leaders by leaving. Two of the employees who left launched Casteel Schoenborn, an Amherst-based investor relations and corporate communications firm, taking some of Travers Collins’ clients.