Avaya engages in branding initiative ahead of recovery

BASKING RIDGE, NJ: Networking firm Avaya is focusing its PR efforts on placing itself ahead of the hi-tech recovery curve.

BASKING RIDGE, NJ: Networking firm Avaya is focusing its PR efforts on placing itself ahead of the hi-tech recovery curve.

"We're going after key markets to increase our brand awareness," said Lynn Newman, director of media relations. "We're going to be talking about what we can do for customers, whether it's improving customer service or increasing revenue.

"We want to focus on the customer benefits," she added. "We want to talk to those companies that have been holding back on spending on technology, so that when they do start spending again, they will know more about us."

Avaya has hired Hill & Knowlton to help with this effort. The agency will target the trade and business press.

"We are really pushing a focus on voice and data communications," said Joe Paluska, deputy director of H&K's technology practice. "The IP network is Avaya's sweet spot. Some of these technologies are positioning themselves ahead of the curve, so they'll be ready when the economy picks up. Cisco is in the midst of it. Hewlett-Packard is doing it. You're seeing the industry leaders position themselves ahead of the recovery."

The account will be based out of H&K's New York office, with the San Francisco office providing assistance.

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