Hi-tech PR agency Lewis Communications has been recruited by
computer hardware giant Sun Microsystems to offer public relations
support to 350 UK outlets.
The agency will offer a three-tiered programme of service to the network
of ’resellers’ - computer consultants and distributors. The tiers will
range from a pounds 1,000 basic package, including support with writing
press releases and identifying news stories, to the full management of
Resellers will not be compelled to use Lewis’s service, although Sun
Microsystems is paying the agency a fee and is offering to reimburse 40
per cent of resellers’ public relations costs.
Agency managing director Chris Lewis said the consultancy’s first steps
towards wooing the resellers would be a questionnaire, aimed at
eliciting their current views of PR, and one hour of free telephone PR
’I think resellers have often been quite sceptical about the
contribution PR can make to the marketing mix, perceiving that
advertising is the only way to get coverage.
’Our job will be to try to improve the reputation of public relations in
the channel and, hopefully, to convince the reseller community that it
is something that can be useful and cost effective.’
Lewis, which itself suggested the dealer arrangement to Sun
Microsystems, won the business without a pitch.