AMS soon to settle on single PR firm to boost its profile

FAIRFAX, VA: Information technology giant American Management Systems (AMS) will select a single PR agency next month to boost its position in the IT market. Fifteen firms have pitched for the $500,000 business for AMS, which has revenues of $1.28 billion.

FAIRFAX, VA: Information technology giant American Management Systems (AMS) will select a single PR agency next month to boost its position in the IT market. Fifteen firms have pitched for the $500,000 business for AMS, which has revenues of $1.28 billion.

AMS has maintained a low PR profile because it believed its reputation and high client retention rate sufficed. But Robert Udowitz, PR manager, said the company wished to consolidate its PR with one agency. Until now, each business unit had a PR agency. Those contracts were not renewed, and some agencies are working on a month-to-month basis until the new agency is selected. There is no incumbent, but Brodeur Worldwide is handling PR until the selection is made.

Growing competition from such companies as Oracle, which has aggressively raised its profile in the public and private sectors in Washington, is forcing AMS to look at its marketing practices and be more proactive with PR.

Among the objectives of the PR plan is to position executives as "architects of a newly revitalized AMS, and as respected industry thought leaders. Other objectives include increasing media impressions and demonstrating the company's expertise to target markets, as well as complementing the investor-, analyst- and government-relations work of the internal staff.

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