Media Relations: Software vendor eGain in PR push

Call centre CRM software provider eGain is set to use customer case studies as it takes a more aggressive approach to its PR strategy in an attempt to raise its profile in trade press.

'We have a very powerful and referential customer base and the challenge is to leverage these references,' said eGain marketing director Brian Couper.

MCC International has held eGain's PR account, worth around £100,000, since it launched in the UK in 1998, but Couper said the company was not getting the media attention it deserved, prompting a switch to Brodeur Worldwide.

'Brodeur will work with the verticals, supporting utilities, finance, retail, telecoms and travel, (where) we have some traction,' Couper said.

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