MILPITAS, CA: Hard-drive maker Maxtor has hired Alan Bernheimer as director of worldwide PR.
Bernheimer, who will oversee all external communications, will report to VP of corporate and brand marketing Stephen DiFranco. Search firm VPofMarketing.com placed Bernheimer at Maxtor.
The addition of Bernheimer into the top PR position is one of several recent investments the company has made in PR. Earlier this year, Maxtor consolidated its global PR from 22 agencies down to one, Fleishman-Hillard.
The company is working with Fleishman to develop more global, unified messaging as it strives to become more of a household name.
Maxtor sells directly to other technology companies, who use its technology in their products. But the company wants to become a stronger consumer brand, particularly as consumers buy home theater and digital media technology that relies on hard drives.
DiFranco has said PR is "a medium better suited for the internet and for the viral nature of how we market today. And it lets us broadcast our company's core benefits and values."
Before joining Maxtor, Bernheimer was a corporate and marketing communications consultant for Cadence Design Systems. He has also worked for Digital Island, National Semiconductor, and Vanstar.