WS Hong Kong has been retained by the divisional office of Oracle to position its spokespeople with the regional media and work on thought leadership.
According to Oracle Malaysia corporate communications manager Luanne Teoh, PR.iority will drive the group's media relations in the Malaysian market.
The retainer was previously handled by Alpha Platform PR and was moved to gain a 'new perspective' on the business.
PR.iority's task over the next 12 months will be to show how Oracle technology can assist companies in specific sectors such as government and finance.
The Oracle brand was well-known but being ubiquitous had its drawbacks, said PR.iority Associates chief executive Jane Prior.
She earmarked developing 'long-standing relationships with the news media' as a pivotal aspect of PR.iority's communications strategy for Oracle.
'We have suggested Oracle embark on a media education programme and really invest in building relationships,' she added.
PR.iority associate Kuna-lan Chakracarthy and account manager Sunita Kanapathy will work on the Oracle account, reporting to Teoh.
The regional account is handled by Weber Shandwick Asia-Pacific co-president Emma Smith, vice-president and technology practice director Jo-Ann Soo-Leung, and Elizabeth Underhill.
Golin/Harris Forrest lost Oracle's Singapore account to WS in August after just three months handling the brief (PRWeek, 23 August).