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.