This is the first time GE has had external PR support specifically for the UK and follows the transfer of the firm’s European headquarters from London to Brussels (PRWeek, 28 March).
GE Europe’s communications head Louise Binns said: ‘With the move, it was decided that we needed some support at a UK level.’
She added that a focus of Eloqui’s work will be to communicate GE’s new corporate PR strategy called Imagination at Work.
Launched in January, this focuses more on the technological innovations of the firm and replaces the 20-year-old strategy called We Bring Good Things To Life.
Genasi, who reports to Binns and heads the account team, added that in terms of media coverage, the aim was to spread the stories through a number of news areas, not just the business pages, including the HR, tech, healthcare and aviation media.
The business community and politicians are also being targeted.