Hi-tech alliance takes on the might of the big firms

MINNEAPOLIS: Fifteen tech-centric PR firms have banded together as the Pinnacle Technology Group, to challenge the global supremacy of bigger firms.

MINNEAPOLIS: Fifteen tech-centric PR firms have banded together as the Pinnacle Technology Group, to challenge the global supremacy of bigger firms.

The new division, formed from the existing Pinnacle Worldwide network, is pooling resources to give its members a global presence. Participating firms boast offices in locales ranging from Silicon Valley to Paris and Manila.

'I think it sends a signal to potential clients and other firms that we are mobilizing to maximize our collective strengths,' said Art Stevens, chairman and CEO of LobsenzStevens.

KVO Public Relations CEO Sharon VanSickle, described as the 'driving force' behind the group's formation, illustrated how the PTG allowed her to provide a service for a client that her firm couldn't have done by itself.

'We needed to do a products recall for Techtronics for an unsafe piece of equipment. Being able to call on 37 firms made it a lot easier, and the client was impressed by our responsiveness.'

But a spokesperson for a large global firm, however, doubted the group would prove a formidable challenger. 'Who do you think a client is going to choose?' she asked.

'A single firm that's proved it can do the job, or a hodgepodge of independent guys that claim to have global coverage?'.

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