Improving quality of a graphic that you make smaller

I'm slowly learning Photoshop as I go along.
Right now I'm habing trouble with pixilated images. I work at a tv station where everything has to be created BIG for TV and then made smaller for the web.
For example, the logo is really big. I'm open it in Photoshop to resize it. I do the "unsharp mask" and it's still pixilated. I know the image is going to lose some quality, but that much? The guy before me used to make graphics smaller and he was able to "clean" them up to make them look good.
Can someone explain to me what I need to do to "clean up" a graphic? Sometimes, if possible, I just recreate it smaller. But in some cases, such as the logo, I can't recreate it.
Thanks.

Open Image as smart objects.
When you adjust the image size select Bicubic Sharper (best for reductions) interpolation.
If your picture looks good at the full size you should not really need to use the unsharp mask for when you reduce the image size.

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Improving quality of a graphic that you make smaller

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