SAN FRANCISCO: As junk e-mail, or "spam," becomes more ubiquitous, not just in people's e-mail boxes, but also in the news and on legislative agendas, anti-spam technology company Brightmail wants to focus its efforts more on analyst relations and public affairs.
Brightmail has selected Hill & Knowlton as its new PR agency. Brightmail previously worked with Connecting Point Communications.
"We're reevaluating all our marketing efforts, not just PR," said Linda Smith Munyan, global public affairs and PR manager. "And in each area, we're looking for an agency
that can support us as we grow."
Brightmail considered four agencies, including Connecting Point. Smith Munyan said Connecting Point was an excellent agency that gave the company great visibility. But as spam is attracting more attention, particularly in public policy, Smith Munyan said Brightmail needed an agency that could provide that kind of expertise.
"H&K is renowned for their public-affairs capabilities," said Smith Munyan. "We spoke with all the agencies' customer references, and the media as to who they would recommend."
PR has always been a very valuable tool at Brightmail, said Smith Munyan, and now it wants to enhance its market-leadership position, as well as reach influencers in the public sector.
"We'll be focusing on helping them refine and redirect their media relations effort as we work to integrate the issues-communication piece and bring some real depth of experience in their work with industry analysts," said Kevin Elliott, SVP and manager of H&K's San Francisco office.