NORWALK, CT: Xerox has hired OutCast Communications to handle its corporate PR following a competitive review. This is the company's first agency to handle work in this capacity; Xerox previously conducted its corporate PR in-house.
Michael Moeller, director of corporate PR at Xerox, said the corporate communications division oversees innovation efforts, sustainability and environmental initiatives, and branding campaigns.
"In 2008 and beyond, it's really important for Xerox to promote its long history of being a green corporation," Moeller said. "And what we're doing now is raising the visibility of work that we've been doing for more than 20 years."
Media outreach will target various business, financial, and technology press, as well as environ- mental bloggers. The company also plans to build its media outreach with podcasts, video casts, and microsites to promote various aspects of the brand.
"There will be a very heavy media relations programs in 2008," Moeller noted. "[And new media] is going to increase significantly."
Xerox declined to disclose the company's budget with OutCast. However, Moeller said most of the budget is allocated to product outreach. Yet, significant campaigns, such as the recent launch of Xerox's new logo, are handled by the corporate team. Xerox debuted its new logo earlier this year to reflect a more innovative and digital brand identity.
"Hiring an agency shows we put a strong value on our public relations program, [as] we have historically," Moeller said. "This is just another example."
Xerox will continue to work with Text 100 for product PR, and independent consultants on corporate PR efforts, he added.