SUNNYVALE, CA: Sparkpr is the latest agency to get a piece of Yahoo's PR account, assuming duties for its "front door" properties, including Yahoo.com and MyYahoo.
Earlier this year, Yahoo tapped new agencies for its corporate communications (OutCast Communications), its e-mail, instant messaging, and photo sharing properties (Hill & Knowlton), and its employment site HotJobs (Euro RSCG Magnet).
"These are the areas where many of Yahoo's products come together," said Meagan Busath, senior manager of PR, referring to the "front door" pages. "It's where our users have access to lots of different Yahoo information and services."
Sparkpr will also manage PR for Yahoo 360, a new site that incorporates "community" technology, including blogs and photo sharing.
Such sites within the Yahoo network were not the focus of ongoing PR efforts in the past, said Busath. Initiatives were focused on page redesigns or upgrades, and new features.