Exide takes hint, brings PR inside

PRINCETON, NJ: Battery giant Exide is parting company with its PR

agency Kermish-Geylin following a decision to bring its PR in-house.

Exide hired former General Motors PR executive Tim Yost three months ago

as VP of communications to spearhead improved media relations.

Kermish-Geylin president Michael Geylin claimed he had told Exide CEO

Robert Lutz that his company was too big not to have someone handling

corporate PR in-house. Therefore, Geylin was not surprised by the move:

'It is a natural evolution that we expected.' The agency had been on

board since 1998, and may still be used occasionally.

Exide was the subject of a story last week in The Wall Street Journal as

it pleaded guilty to federal charges of conspiracy to commit fraud for

supplying faulty batteries to Sears, Roebuck & Company.

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