REDWOOD CITY, CA: After a year of keeping quiet to focus on finances and ride out media scrutiny of hi-tech companies, BroadVision is searching for a PR agency to help it reemerge from the media darkness.
The company, which develops portal software that allows employees access to data and applications via web browsers, has narrowed its search to two agencies, although it would not say who they are. The company hopes to have its new US agency of record selected by this week.
"We wanted to have a couple of good quarters under our belt before looking for an agency," said Sanjay Gupta, SVP of marketing. BroadVision has not used an agency in the US since it parted ways with OutCast Communications last summer. "Our last two quarters were positive. So we felt that now is the right time to start talking about the positive aspects of BroadVision. We have a great story to tell. But the media has focused so much on companies' finances that we wouldn't have been able to tell that story until now."
Gupta said he wants to use PR to build awareness of BroadVision and the value it provides its customers. BroadVision's brand has emerged from the tech downturn relatively unscathed, said Gupta, so he wants to use the company's 10-year legacy to help rekindle interest.
"Our new agency will play a significant role," said Gupta. "We don't have those kinds of resources internally. So we're going to be looking to them for guidance and experience."