Hewlett-Packard reviews relationships with its global PR partners

PALO ALTO, CA: Hewlett-Packard's decision to realign its PR teams may mean new assignments for its outside agencies.

PALO ALTO, CA: Hewlett-Packard's decision to realign its PR teams may mean new assignments for its outside agencies.

HP is reviewing its relationships with its three global agencies: Burson-Marsteller, Hill & Knowlton, and Porter Novelli.

"We'll be using all three global PR agency partners to support this direction in a way that best takes advantage of their strengths," said Monica Sarkar, HP's director of international media relations.

In early May, HP realigned its PR and other marketing teams around specific audiences rather than its three business units (enterprise and services, printing and imaging products, and personal-computing products).

The four audiences are public sector, enterprise, small and medium business, and consumer.

Sarkar said the company made the switch "to be closer to the customer, to be more aligned with their needs, and to make sure we are speaking to them in the same language."

The company's PR directors may find themselves talking about the same products to different audiences.

The decision also means a change in titles for in-house personnel. Mark Stouse, who oversaw PR for the personal computing products, now manages comms for the public sector. Alyson Griffin, who oversaw PR for the printing and imaging products, now handles comms for small and medium business. Tim Marklein and Ryan Donovan will continue to oversee comms for enterprise and services, respectively.

The company is still looking to fill its empty slots for head of corporate communications and director of analyst relations and PR for consumer audiences.

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