BlackBerry has hired APCO & Text 100 to handle 75-80% of its global PR, BlackBerry previously worked with 20+ public relation firms to handle different stages in the company. BlackBerry trying to “revive” their brand has taken the approach with a 10$ million dollar spending budget to let one firm handle a bigger piece of the PR in efforts to keep spending’s intact and offer a “more creative” approach.
“BlackBerry made the decision to embark on an initiative to evaluate our public relations agency partner support model around the world. Our goals were to ensure we are partnering with the most creative and proactive public relations agency partners and to consolidate the number of agency partners globally,” said Heidi Davidson, SVP at BlackBerry, in an emailed statement.
“Over the past few months, we have met BlackBerry representatives from around the globe and have been inspired by their vision and passion for the company and the opportunities ahead,” said APCO founder and CEO Margery Kraus. “Our team is already rolling up our sleeves to help them achieve their goals.”
Interesting to see how this plays out, with a lot to spend and a company that is currently on its way back to the top one could only assume that we see some minor changes in the way PR is handled. BlackBerry will still work with other PR firms which will handle 20-25% percent of public relations. To learn more of this story visit PRWeek.