NEW YORK: The Horn Group is building its burgeoning book PR practice by adding Financial Times Prentice Hall (FTPH) to its roster.
The firm will promote Consumer Gadgets: 50 Ways to Have Fun and Simplify Your Life with Today's Technology...and Tomorrow's. The firm is contracted to promote three other business titles in the future.
"One of the things that really appealed to us was their technology background," said Laura Bulcher, marketing and publicity manager for FTPH. "And because this book has a technology slant, it just makes sense to utilize their talents. They just really appealed to us."
The Horn Group has worked with other publishers, including Harvard Business Press and HarperCollins. The agency has recently won some non-publishing accounts as well, including ActiveState, Agile Software, Harte-Hanks, Identity Software, Lumeta, Serena Software, and Sophos.
"There seems to be more companies that are more interested in doing PR," said agency CEO and president Sabrina Horn. "It's not a huge swing of the pendulum, but there's a noticeable increase in activity.
"But we've talked to three VC firms in the last three months, and they're interested in doing PR," she added. "That's a really good sign, because hopefully it means they are expecting to make investments."