MOUNTAIN VIEW, CA: In the midst of a company overhaul, Silicon Graphics has lured turnaround specialist Richard Marshall away from Subaru of America to head its PR department.
MOUNTAIN VIEW, CA: In the midst of a company overhaul, Silicon
Graphics has lured turnaround specialist Richard Marshall away from
Subaru of America to head its PR department.
Marshall, who guided Subaru’s PR for the past 11 years, joins SGI’s
15-strong PR staff today, assuming the title of director of global
’I was looking for a new challenge and I was really excited about what
(Silicon Graphics) was going through,’ Marshall said. ’When you’re a
brand in crisis, the role that (PR pros) play and the access you have to
the senior team, it’s an interesting dynamic.’
Silicon Graphics, best known for computing equipment used to create
special effects in Jurassic Park and The Perfect Storm, has stumbled
badly in recent years. The company reported a $59 million loss on sales
of $534 million in its latest quarterly reporting period.
One industry observer said that the top PR slot at Silicon Graphics has
been a revolving door in recent years because the company’s
engineering-oriented executives never fully appreciated PR. ’People
there don’t understand the value of marketing, the value of PR,’ the
While Marshall has no experience in the world of hi-tech - prior to his
Subaru tenure, he worked in government and in the marketing department
of USA Today - company execs have promised him the freedom to suggest
and implement changes.
’(Richard) will have a free hand to run PR as he sees fit,’ said EVP of
sales, service and marketing Ken Coleman. While Subaru president and COO
George Muller is leaving the company next month, Marshall said the
timing of the two exits is coincidental.