Sprint appoints Adamson to sharpen cause efforts

ST. LOUIS: Sprint PCS plans to launch a more focused community relations program and has appointed Adamson to help it develop its new direction.

ST. LOUIS: Sprint PCS plans to launch a more focused community relations program and has appointed Adamson to help it develop its new direction.

ST. LOUIS: Sprint PCS plans to launch a more focused community relations program and has appointed Adamson to help it develop its new direction.

'I think the most important thing is we want to own some sort of cause relationship,' said Janet Redding, director of sponsorships.

The company is trying to identify a community service venture that will tie-in directly to its telecommunication products. 'We want something where we can be a big fish and be associated with that good cause, so that when someone thinks of that cause they think of Sprint PCS,' Redding said.

The company has previously sponsored a 'Speak Out for Breast Cancer' awareness campaign, which included PSAs, workbooks for children who have cancer in their families and a national call day to encourage people to remind loved ones about self-examination.

Redding confirmed the company has narrowed the choice of potential causes down to two, but declined to say if it is exclusively researching new charitable beneficiaries or if they will continue to focus on causes it has supported in the past. A decision is expected in early November.

Jennie Dodson, Adamson's associate PR director, will manage the account, which will be handled by a team of five.

Adamson has already been working on the Sprint PCS's local and b-to-b PR. 'Adamson proved itself based on the recommendations it made, so we went with them (for the community work),' said Dan Wilinsky, Sprint PCS's director of media relations.



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