DARIEN, CT: Jupiter Media has selected Trylon Communications to handle its research division's brand development. Prior to hiring the firm, all PR responsibilities were being performed by Jupiter's in-house team.
Trylon's main focus will be keeping Jupiter's research analysts in front of the press. Lloyd Trufelman, president of the agency, said, "Our emphasis is going to be on media relations. We need to get the Jupiter name as much exposure as possible."
Trufelman said his firm will also work to communicate the evolution of the Jupiter name. Following the dot-com bust, widely known Jupiter Media Metrix ceased to exist as a single entity when it split in two. Jupiter became internet. com, and later INT Media. Media Metrix was bought by comScore. Since then, INT Media renamed itself Jupiter Media because of the recognition of the Jupiter name. The company is made up of three divisions: research (Jupiter Research), conferences and publishing.
"The public and some of the business community were under the impression that Jupiter had gone under," explained Trufelman. "Essentially, our challenge is to relaunch the company by reinvigorating the brand."
Originally hired to handle communications for only Jupiter Research, Trylon's responsibilities have expanded to include handling events as well.