INTERNATIONAL: Sega of America seeks to grow PR projects offering

SAN FRANCISCO: Sega of America (SoA) has put out a request for

proposals for PR project work in a move one executive said would

increasingly become part of the firm's PR strategy.

SoA has worked with agency of record Access Communications for more than

four years, but reduced its account fees earlier this year. At the same

time as it announced it was withdrawing the Dreamcast console and

focusing solely on software, Sega cut its in-house team.

Charles Bellfield, SoA vice-president of corporate communications, said

the company would look at additional resources to reinforce its PR team

on a project basis.

'If anyone believes they have talent and the creative ideas to offer

Sega, we're always looking for opportunities,' he said.

Bellfield would not go into detail on the project or its budget, but

said it was a request sent to agencies for a PR programme 'extremely

important for Sega's fiscal year'.