SANTA CLARA, CA: Sun Microsystems is beefing up its PR with the additions of Michael Hakkert as corporate communications director and Applied Communications to its roster of PR firms.
Hakkert, who was director of tech PR and industry-analyst relations at Cisco Systems, will report to Andy Lark, VP of global communications and marketing.
"Michael has strong corporate experience," said Lark. "Anyone who's been involved with building a brand as strong as Cisco's would be an asset to us."
Applied joins Alexander Ogilvy, Fleishman-Hillard, and Citigate Cunningham on Sun's agency roster. Applied will focus on competitive communications and intelligence that will help Sun "develop strategies and programs that are ahead of what's happening in the market," said Lark. The work will also help Sun react better to changes in the marketplace, as well as competitors' actions.