Compaq hires Porter to boost European PR

Compaq, the world’s second-largest computer manufacturer, is expanding its European communications team, beginning with the appointment of Ronna Porter as PR manager for Europe, the Middle East and Africa.

Compaq, the world’s second-largest computer manufacturer, is

expanding its European communications team, beginning with the

appointment of Ronna Porter as PR manager for Europe, the Middle East

and Africa.



Porter, who will be based in Munich, was formerly with Hill and

Knowlton’s London-based technology division, Information Industries for

Europe.



She left the company last January to move to Germany with her family and

this is her first foray into the job market since the move. She reports

to Gabriele Zedlmayer, vice-president of marketing communications.



Porter said: ’My prime goal is to reposition Compaq, changing the media

description from the current ’PC manufacturer’ to something along the

lines of ’enterprise computing company’.’



Porter’s appointment is the first of several communications appointments

that Compaq is seeking to make. There are further plans to appoint two

more senior public relations managers, including a head of PR, whose

roles will be developed according to their experience.



This is in line with Compaq’s stated aim of placing greater focus on the

enterprise side of the business. It is said that the new recruits will

be people who have experience in this area.



Compaq EMEA uses Miller Shandwick as its pan-European PR consultancy, as

well as using agencies for individual countries such as Firefly in the

UK and Herald Communications in the Czech Republic.



Shandwick worked for Compaq in the US for 17 years until it resigned the

account last October and was replaced by H&K. Despite speculation that

the Shandwick/Compaq relationship would also end in Europe, Porter said

there is no plan to review the agency situation here.



Compaq announced last week that it has become the lead sponsor of the

BMW Williams Formula One team. The company’s logo will appear on the

team’s cars, and Compaq technology will be used to provide technicians

with lap-by-lap data on the cars’ race performances.



Compaq is the world’s largest supplier of computer systems with its

products being sold in more than 100 countries. Last year it reported

revenues of over pounds 6.5 billion worldwide.



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