Dell, Perot Systems enlist PR agencies for deal

ROUND ROCK, TX: Dell is primarily handling the communications surrounding its $3.9 billion acquisition of Perot Systems internally, but the company has enlisted limited support from Kekst & Co.

ROUND ROCK, TX: Dell is primarily handling the communications surrounding its $3.9 billion acquisition of Perot Systems internally, but the company has enlisted limited support from Kekst & Co. Perot Systems is working with Public Strategies on the deal, which was announced Monday and is expected to close during Dell's fourth quarter.

Because of confidentiality, the communications around the deal was handled internally with “selected counseling” from Kekst, said Dell spokesman TR Reid. He added that Enfatico, WPP's global marketing firm built to service Dell, could be involved in media relations surrounding the deal going forward.

“Now that we've moved beyond Monday's announcement,” Reid said. “I think they'll be an opportunity for different kinds of support – but who and how remains to be seen. But generally speaking, we rely on Enfatico a good deal for media relations and other support to a significant degree."

The key message that Dell is stressing right now is that the deal remains unclosed but once it is finalized “the eventual pairing is overwhelmingly complementary.”

Marvin Singleton, VP of communications at Perot, told PRWeek that with the help of Public Strategies, the technology solutions company is focusing on a message that emphasizes “growth and way the two companies are very complementary and this combination provides a leap forward for the company.”

Analysts expect the deal will better position Dell to compete against rivals Hewlett-Packard and IBM in tech services. Yesterday the Securities and Exchange Commission charged two men with insider trading surrounding the deal.

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