New IR strategy for car R&D company

LIVONIA, MI: McLaren Performance Technologies has taken on Lambert,

Edwards & Associates to handle IR work.

Steven Rossi, former head of Chrysler's PR operations, became CEO of

McLaren in January, and has since been trying to get more exposure for

the company. Rossi added oversight of PR to his fix-it list shortly

after his arrival, letting go of outside agency Bianchi Public


"We probably have to be more aggressive in the world of public relations

than a company like DaimlerChrysler," Rossi said. Virtually anything the

big automaker does is news, but McLaren, involved in engine and auto

component engineering and development, has to convince reporters that

what it has been doing is newsworthy, he explained.

Rossi picked Lambert Edwards, based in Grand Rapids, because "we don't

have the infrastructure in place to reach the smaller brokers and the

fund managers." Terms of the deal were not disclosed.

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