Cisco studies Latin America, shuffles PR

BUENOS AIRES, ARGENTINA: Cisco Systems has taken a two-pronged approach to step up its activity in the Latin American media. The hi-tech giant has been researching how journalists in that region use the Internet in their daily work and has reviewed its PR agency arrangements.

BUENOS AIRES, ARGENTINA: Cisco Systems has taken a two-pronged approach to step up its activity in the Latin American media. The hi-tech giant has been researching how journalists in that region use the Internet in their daily work and has reviewed its PR agency arrangements.

BUENOS AIRES, ARGENTINA: Cisco Systems has taken a two-pronged approach to step up its activity in the Latin American media. The hi-tech giant has been researching how journalists in that region use the Internet in their daily work and has reviewed its PR agency arrangements.

Cisco hired US research firm Kaagan & Associates to find out the best ways to reach the regional media via the Internet. The study revealed that almost all Latin American journalists have come in contact with the Web, but Brazilian and Mexican journalists have been working with the Internet the longest and spend more time on it.

The study also found that Argentines and Chileans have the least amount of experience with the Internet, while Venezuelans are the most Internet savvy.

In addition, Cisco has ended its relationship with Muchnik, Alurralde, Jasper - a Manning, Selvage & Lee company - in favor of CICMAS, the leading Latin American marketing consultancy. CICMAS will start handling media relations for Cisco next month.

CICMAS beat out Edelman and Victorica & Asociados, the local affiliate of Citigate Dewe Rogerson, to win the account.

Cisco is also said to be head-hunting for a PR manager to enhance its image and awareness in that region. The company started strengthening its Latin America practice last year when it hired former Citigate executive Alberto Arebalos.



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