PMC-Sierra divvies product PR chores

SANTA CLARA, CA: IT company PMC-Sierra has picked three agencies to handle its product PR in North America.

SANTA CLARA, CA: IT company PMC-Sierra has picked three agencies to handle its product PR in North America.

The broadband semiconductor developer has selected Edelman's Silicon Valley office to handle its storage and enterprise products, along with some corporate initiatives. E&E PR will manage PR for networking products along with developing product and technology articles. Maestro Marketing & PR will handle embedded microprocessor products. E&E and Maestro are also based in Silicon Valley.

"We decided to go with a multi-agency approach because we really wanted to build our presence in those vertical markets, and each of these agencies has technology backgrounds relevant to those verticals," said marketing communications specialist Betty Cho. "We want to be the leading provider of semiconductor and microprocessor products, and we think this multi-team approach will help position us as that leader."

PMC-Sierra had worked with Weber Shandwick, who declined to participate in the review.

PMC-Sierra handled the two-month search internally, without the assistance of a procurement service.

While PMC-Sierra's communications team is based in Vancouver, the company wanted agencies with a presence in the Silicon Valley, where it is based.

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