Morningstar taps Schwartz for site

CHICAGO: Investment information firm Morningstar has picked Schwartz Public Relations Associates to handle PR for its redesigned web site.

CHICAGO: Investment information firm Morningstar has picked Schwartz Public Relations Associates to handle PR for its redesigned web site.

Schwartz won the job, expected to generate fee income in the six-figure range, over Golin/Harris and Neale-May & Partners. According to Morningstar director of PR Stephanie Kerch, the company was especially impressed with the tech background of the Schwartz staffer who will be her daily contact.

'He lives, breathes and knows this stuff,' she said.

Kerch, a veteran of a major PR shop, felt she would get more individual attention from a smaller PR firm. The other finalists made impressive presentations and Morningstar may consider them for future PR assignments, she added.

While the Schwartz job covers the site's launch, Morningstar expects to have an ongoing relationship with the PR firm.

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